The main objective of the book is to provide the readers with compelling paths for further Research in place branding, emphasizing the importance of emerging trends, stakeholder and interorganizational dynamics, and strategies (with a focus on activities and target groups). It is divided into three parts. The first part relates to a global phenomenon to which cities cannot escape: the general path towards sustainable transition in many places around the world. Numerous cities are participating in the development of a more sustainable planet. Sustainability is typically seen as a “catch-all” term, that covers many dimensions. Here, the two chapters dedicated to new trends in place branding, that accompany this transition to more sustainable places, focus on two main aspects: being “green” and “inclusive”. The second part focuses on the main actors behind place-branding and -marketing processes. Since organizations and individuals in charge of promoting a destination are central, it remains essential to better understand how they form, structure, and implement place branding. The increasing call for more participatory approaches, and the coordination challenges faced by most places, necessitate a refined understanding of these bodies tasked with improving place image and attractiveness. The third part concerns the design of place-development strategies that target specific groups and activities. While residents’ attraction, and retention especially, is not completely new – cities and regions faced with emigration of people and talents have already thought about this issue for decades – residential attractiveness has often been overshadowed by economic and tourism matters.