Although there is increasing interest in place and destination branding, the inter‐disciplinary nature of the field poses challenges for the development of a coherent knowledge base. With a view to informing both research and practice, this article presents a systematic review combining place and destination branding, identifying and defining its core themes, and developing a conceptual map of the inter‐play between them. The following key themes are identified: general, brand identity, image and personality, politics, heritage, communication/media, country‐of‐ origin, and designscape and infrastructure. The article concludes with an agenda for further research including the need for research on specific themes across a wider range of place entities.