The Challenges of Place Branding
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