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Published in:
2009 | OriginalPaper | Chapter
Location branding
Author : Michael Morley
Published in: The Global Corporate Brand Book
Publisher: Palgrave Macmillan UK
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Many countries, regions and cities have been branding themselves with varying degrees of success. From “Cool Britannia” (UK) to “Asia’s World City” (Hong Kong), and the “coming out” of modern China at the Beijing Olympics, the development and promotion of location brands is now a well-established phenomenon, with widespread efforts having been made by national and local governments alike in an attempt to establish an image for their country, region or city that confers status and drives competitive advantage on the new world stage.