Yesterday I re-embarked and took my old banner with me, but I can’t figure out a way to place it. Isn’t it supposed to be placed or am I simply to stupid? 
It is simply a shred of your old banner that brings with it the bonuses from your last game. They can’t be placed.
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That means I still get the bonuses, even though it’s not placed, but I would not have these bonuses if I had not brought the banner with me?
Correct. Though I admit the model used looks like it could be placed, but that is not the case.
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Thanks for the explanation!
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If you click on the town icon it lists all your bonuses, so the idea is to choose a different banner each time to collect them all.