(Creating a Concept Around anIdea or a State of Mind)
Prof. Dr. Zafar U. Ahmed President and CEO Academy for Global Business AdvancementTexas A&M University at Commerce,Commerce, Texas, USA
What is a Place Brand?
It is the place’sreputation or image orimpression or perceptionamong those people that cares about it,such as citizens, potential investorsand visitors
Can A Country Be Branded?
•Brands are something that reside in theminds of its stakeholders•Branding involves creating mental structuresand helping consumers organize theirknowledge about products and services in away that clarifies their decision making and,in the process, provides value to thedestination (country)