Abstract:
The concept of place branding has recently emerged in the branding literature. However
the concept has started gathering attention, since destinations have started differentiating
themselves and started developing identities to compete with each other. The dissertation
offers a thorough understanding of the concept of branding, place branding and nation
branding. It goes further to study the level of commitment and awareness Islamabadis
exude for Islamabad. Total destination model has been adopted from Branding Small
Cities by Bill Baker to gauge Islamabad as a destination.
