All over the world planners are developing novel approaches to manage urban growth in more sustainable ways, in ways more sensitive to spatial quality and to social, economic and ecological contexts. There is a widely shared understanding that the success of such approaches depends on the possibilities to integrate an almost overwhelming variety of objectives. Smart growth has emerged in recent decades as a comprehensive version of planning which can likely achieve this goal of complex coordination. Smart growth is a comprehensive version of spatial planning thatcan guide sustainable development and tackle negative social and environmental consequences of urbanization. In our paper Place as layered and segmentary commodity. Place branding, smart growth and the creation of product and value we explore how an integration of spatial planning and place branding strategies can further the concept of smart growth and improve its chance at implementation. A review of the parallel evolutions of place branding and smart growth shows their shared interest in comprehensive visions, sensitivity for narratives of place and self, and the proposed embedding in participatory governance. The concept of layered and segmentary commodification offers a novel perspective on value creation in smart growth and helps to develop new forms of smart growth, that combine and integrate elements of spatial planning and place branding.