Place branding is the process by which places understand their uniquetraits and DNA (provenance) and apply them to wider place making. This can involve shaping the physical environment or 'hardware' such as infrastructure, buildings, public realm etc (place). Of equal importance is the 'software' of a city ,this can manifest itself in the cultural offer, festivals, events etc (pulse). However, none of this will resonate internally or externally without co-operative organisational structuring and good links between Government and business (people). This part is notoriously difficult to deliver. Another dimension for cities now is their 'virtual ware', this is howthe city or place exists in the digital world, how it develops an aggregated distributed identity with its partners.
City Branding “is a landscape made of culture and psychology, not economics and politics”. Simon Anholt