Different Types of Branding and the Ways They Work

1008 Words Dec 26th, 2005 5 Pages
Place Branding

Place branding matters today because in a single global marketplace of instant global communications and increasingly widespread democracy, the opinions of populations count as much as the opinions of elites mattered in the past.
Why Brand Places? As a consequence of expanding globalization, the need for place branding is more important than ever. It attracts investment, tourism, and is a valuable tool to create a reputable name for a specific place. Having a positive and powerful place brand is necessary to compete with other nations, states, regions and cities.
Types of Brand Places Nation Brands: Nation Brands studies six verticals to determine the overall brand power of a specific
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Provide good and affordable housing. Have reasonable public transportation. Have good schools and recreational/cultural attractions. Have a reasonable climate.

The way that brands work for a city is how these qualities are projected: by wordof- mouth, public relations, and in some cases, advertising. These attributes must be based on something substantial. The city must be "live-able". There must be an attraction to individuals. Competition for residents has increased substantially among cities. This is in part because of globalization and technology. Society now has the choice of living in one place and working in another because of the Internet, laptops, home offices, and wireless connections. Living in one place but working for an employer in another state, city, or country is no longer an idea but a reality. Living in one particular city if you want to succeed in a certain industry still exists, but is starting to erode. People now have the option of being able to do business anywhere in the world and can decide what is best location wise to provide them with the most benefits. Cities are also giving way to foreign manufacturing and can no longer bank on their traditional industries as a means to keep them alive. To combat this, they need to brand themselves as good places to live, where a diverse range of technology, industry, retail, and other attractions can thrive. For many cities, this could be their last
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