Geo-branding, are we talking nonsense? A theoretical reflection on brands applied to places

Abstract

The geo-brand concept (branding applied to places) has been attacked by different sectors of society, and using branding techniques in regions and countries has been seen as sacrilegious. Nevertheless, in the present case the arguments that are used to attack the geo-brand concept are flawed and should be reviewed. The geo-brand is not a creation of ‘clever’ entrepreneurs but it is a result of changes in society. Branding places does not equate with the commercialisations of local culture, but with the protection and promotion of diversity. The geo-brand concept can be seen as an intelligent answer for local sustainable development.