Unlike products, places can’t just be "discontinued, modified, withdrawn from the market, re-launched and re-positioned or replaced by improved products".
Similarly to product branding, place branding is "all about identifying, developing and communicating the parts of the identity that are favourable to some specified target groups". The additional difficulties encountered in place branding and developing a truly integrated place marketing strategy stem from the much larger and more complex groups of stakeholders, lack of a single controlling authority and major marketing campaign skills in government, and the very nature of places themselves with fixed physical conditions and long-term reputations, governments and economics. Place branding also suffers from the difficulties in measuring its success. As with products, places can also have umbrella brands with multiple products from those places all being marketed consistently with the overarching place brand.
Thanks to Charlotte Fitzgerald
Read the full story: Mapping a Country's Future
Planetizen Federal Action Tracker
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City of Rosemead
Rutgers University, Edward J. Bloustein School of Planning and Public Policy
One Hundred Miles
University of Michigan School for Environment and Sustainability (SEAS)
Hunter College, City University of New York (CUNY)
The Architects Foundation
City of Cambridge
Montrose County
The Pocatello Development Authority