Purpose: This study investigates the UNESCO Creative City of Gastronomy Network as a global spatial brand and explore the tensions that emerge when this global brand is appropriated locally. Design/methodology/approach: This paper is based on case study research that uses critical discourse analysis to identify the implications of a transferable learning capacity. Findings: This paper identifies three different types of tensions in place brand management that emerge during the local appropriation of global brands: tensions inherent in multi-scalarity, tensions associated with integrating governance and strategy-related tensions. Originality/value: This study advances the theoretical understanding of the spatial complexity inherent in place brand management practices by focusing on the UNESCO Creative City of Gastronomy Network as a global brand in a Scandinavian context.