Located on the west coast of Denmark, the port of Esbjerg inadvertently grew into a city and has undergone significant transformations in its 153-year existence. From agricultural produce export and fishery powerhouse to an oil & gas offshore hub and finally, a centre for energy technology, Esbjerg has shown a remarkable ability to adapt to survive and grow. Yet Esbjerg has struggled as an undesirable place with prolonged negative images as the wild west of Denmark, on the periphery of civilization with foul smells. Through a historical approach, this city profile paper discusses the evolution of Esbjerg and its images, and how the city has attempted to overcome its negative images them by means of establishing a place brand. In doing so, the paper emphasises how the self-styled “Energy Metropolis” has used its place brand as a catalyst for aligning branding activities with urban governance strategies, highlighting the importance of including residents when establishing a place brand, defining the brands (geographical) territory and the need for a branded house strategy. The case of Esbjerg demonstrates the necessity of avoiding myopia and introducing collaborative partnerships to overcome negative images.

位于丹麦西海岸的埃斯比约港在不经意间成长为一座城市，并在其 153 年的存在中经历了重大转变。从农产品出口和渔业强国到石油和天然气离岸中心，最后是能源技术中心，埃斯比约已显示出非凡的生存和发展适应能力。然而，埃斯比约 (Esbjerg) 作为丹麦狂野西部的长期负面形象一直是一个不受欢迎的地方，处于文明的边缘，散发着恶臭。通过历史方法，这篇城市概况文件讨论了埃斯比约及其形象的演变，以及该城市如何通过建立地方品牌来克服其负面形象。在这样做，该论文强调了自封的“能源大都市”如何利用其场所品牌作为催化剂，将品牌活动与城市治理战略相结合，强调在建立场所品牌、定义品牌（地理）领土和需要一个品牌的房子战略。Esbjerg 的案例表明避免近视和引入合作伙伴关系以克服负面形象的必要性。