Place branding has become a popular approach to stimulate economic development.
Because of how mobile and connected the world has become, talented workers have a lot of choice in where they want to work and live. It is up to the policy makers to retain and attract these talented workers. This is why place branding has become a hot topic. It's a topic that can seem vague, but yield positive results.
According to this study, it is something that needs to be analyzed carefully.
"...policy-makers need to grasp the nature of place competition and the critical role that effective policy development can play in allowing an area to be competitive against international competition."
CLICK HERE to read the full study online at tandfonline.com.