... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Place overbranding Product-based place brand Brand vocabulary Projective methods Full typology Residents increasingly resist the marketing and branding of their places as destinations, as business...

... of the methods is made. Design/methodology/approach This is a review article covering a number of different relevant methods and briefly reviewing studies that have been conducted in Asia using these methods. Findings The paper reviews five different uses of qualitative visual and projective methods...