Branding

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The concept of (place) branding should not be confused with (place) marketing. While a product which is being 'marketed' is put forward in a positive appealing light, a branded product not only carries a collection of - assumed - positive traits, but an entire personality of its own. Carefully, specific values are selected to be attributed to a specific product, increasing its value for a specific target group. In the case of city branding, cities present themselves, displaying an identity appealing to investors, new inhabitants, tourists or an entirely different group.

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