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The Hague, International City of Peace and Justice

In: City Branding

Author

Listed:
  • Bengt-Arne B. F. Hulleman
  • Robert Govers

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).

Suggested Citation

  • Bengt-Arne B. F. Hulleman & Robert Govers, 2011. "The Hague, International City of Peace and Justice," Palgrave Macmillan Books, in: Keith Dinnie (ed.), City Branding, chapter 0, pages 150-156, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29479-0_19
    DOI: 10.1057/9780230294790_19
    as

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