Characteristics of Brands and Place Branding on the Internet

Abstract

This study aims to clarify the concepts of brand and branding in the new Internet environment, as complex processes that can be applied anywhere: to a physical good, a service, a store, an organization, an idea, or a place. Assuming that brands have deeper meanings for consumers than the basic characteristics of the product or service being offered, the branding process is also defined in the context of places, in an effort to build a relationship with the customer and make emotional connections. Place branding perspectives are discussed, as it does not involve tourism only. It also involves the economic and socio-political sectors as well as the historical perspective of the place.