Place branding

There is agreement amongst marketing experts that places can be branded in the same way as consumer goods and services. However place brands will have some unique concepts which differentiate them from products and services. This research shows that local people are important for a 'destination brand-building' process. Consumers will use this factor to evaluate destinations and to aid their decisions about tourism. A great deal of a place's image is likely to rest upon the stereotyping of the 'typical' local people.
Journal of Brand Management, Vol 16 (7) pp420-438