The stakeholder and bottom up approach is advocated by many researchers in
the place branding literature. In order for a place brand to be successful, it must
be supported by the various stakeholders. Moreover, it is an ethical issue. While
studies have shown how place brands fail because of the lack of consultation
with stakeholders, building up consensus amongst stakeholders is easier said
than done. Models are plentiful but the practice can be a different story. How
should these models translate into actual practices? We looked at the
Copenhagen International Film Festival and the branding of Copenhagen.
