PurposeThe aim of this research is to examine the place brand construct and to establish its role in the sustainable development of a place. This research reviews the evolution, development and effectiveness of the place branding concept from the perspectives of regeneration, growth and sustainability.Design/methodology/approachThe main research focus is on establishing key facets responsible for driving the brand of a place and examining the relationship between them in terms of achieving sustainability. A place‐specific branding campaign (using the Liverpool '08, European Capital of Culture status) was considered and data collected from the key stakeholders in Liverpool.FindingsThe findings suggest that place branding plays an important role in the sustainable development of a place, provided that the momentum of progress is maintained. In turn, these sustainable developments help promote the place and thereby create stronger place brands.Research limitations/implicationsWhilst some of the facets identified in this study are place‐specific (Liverpool is a port, for example), there is much of a generic nature here and the facets identified in this research could provide useful practical constructs for place branding practices and may therefore become the basis of a formal place brand framework which has a more generic application in terms of sustainable development.Originality/valueThis research paper provides better understanding of place branding and further explores its role into sustainable development through relationship framework.

To date, there has been no investigation into the roles and interrelationships of various stakeholder groups in developing place branding. Similarly, there is limited previous research that examines the links between stakeholders, place branding and sustainable businesses' development. This study is based on in-depth semi-structured interviews with representatives from a diverse group of key stakeholders including local authorities, investment agencies, private sector representatives and local businesses as well as a number of follow up interviews with key representatives from the business community within the 'City of Liverpool', UK. These included stakeholders that have both the power and the interest to develop place branding and implement a strategic plan that support's businesses' development. A relationship framework demonstrating the dynamic roles of different stakeholders in place branding has been proposed as a platform for business development.

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