Thin line between country, city, and region branding

Abstract

For decades the literature of place branding reflects a picture of separation between country branding, city branding and region branding. Many researchers tend to perceive these three concepts as three different concepts that have no conception and should be addressed in different forms of strategies. Practically, it appeared that country branding, city branding and region branding processes are integral parts which in some instances can not be separated. The purpose of this conceptual paper is to describe a new approach of re-branding countries strategy in accordance to two dimensions: the geography of the country vs. the range of ethnic groups in the country. These two dimensions create four types of positioning strategies that reflect the tight linkage between country branding, city branding and region branding. Each of these positioning strategies is discussed and examples to this linkage are provided.