Examining the Relationship Between Branding a Place and Sustainable Development

Abstract

There has been a steady increase in competition between places in terms of attracting tourists, businesses and investments, over the past few years (Kotler, et.al. 1993). This has made the marketing of places a key driver of the economic activities and a leading initiator of local development and regeneration. As a result, ‘Place Marketing’ has become a regular and more intense practice over the last few decades as a result of the rapid increase in competition among places, cities, regions and nations around the world (Baker and Cameron, 2008). Moreover, place marketing is not only limited to increasing the tourist trade but also plays an important role in regional and urban development, place and/or country positioning in international relations and maintaining continued infrastructural and economic growth.