Measuring the brand image of a place

In today’s global economy, places such as villages, municipalities, counties, provinces, states or even countries compete against each other for the limited pool of people and natural and financial resources. Place branding has been defined as the practice of using branding and marketing techniques to the economic, social, political and cultural developments of a place. Place branding research is still in its infancy and it has only been within the last two decades that an increasing number of academics as well as practitioners have focused on this important topic. An attractive place brand has a positive impact on inbound tourism, attracting foreign direct investments (FDI), and increasing immigration, all of which contribute to an increase in the gross domestic product (GDP) and the overall economic growth of a place.