Place branding
Place branding (includes place marketing and place promotion) is a term based on the idea that "cities and regions can be branded," whereby branding techniques and other marketing strategies are applied to "the economic, political and cultural development of cities, regions and countries." As opposed to the branding of products and services, place branding is more multidimensional in nature, as a 'place' is inherently "anchored into a history, a culture, an ecosystem," which is then incorporated into a network of associations, "linking products, spaces, organizations and people." A place brand is composed of the perceptions held about a specific place, both internally and externally. This place brand is shaped by the assets a specific place possesses, as well as media portrayals of the place and the actions undertaken both by the place itself (via its government) and its residents and private businesses.