The Hague, International City of Peace and Justice

Bengt-Arne B. F. Hulleman and Robert Govers

Chapter Chapter 19 in City Branding, 2011, pp 150-156 from Palgrave Macmillan

Abstract: Abstract In 1993 Mr Boutros Boutros Ghali, at the time Secretary-General of the United Nations, stated that ‘The Hague is the legal capital of the world’. The question is whether this free publicity and strategic advice has been built upon in the meantime. This chapter reports on a study that was conducted in order to identify which actions need to be taken in order to exploit the unique identity of the city of The Hague in order to build a global place brand. This has been done by specifically focusing on bringing together the concepts of public diplomacy, place branding, hospitality and networks in a relational network brand (Hankinson, 2004).

Keywords: Foreign Affair; Legal Capital; Brand Relationship; Public Diplomacy; Brand Experience (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29479-0_19

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DOI: 10.1057/9780230294790_19

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