How do cities, states regions or countries build a strong image and create a positive reputation?  They do so by building and developing a brand.  Cities and countries are no different to businesses, products or services for that matter if they want to market a location and build awareness, they need to define specific assets about the location, they need to define what makes that location unique and what type of experience the location/region will provide to its visitors and residents.

To be able to do this, a city/region needs to develop a brand – a brand whereby they can formulate a promise, a promise of the type of experience that a person can expect to encounter by engaging the brand.

See how this American city is contemplating on changing its name and developing a new tagline so that the city can become a tourist destination.