To explore the concept of Place Branding & Competitive Branding regarding the cities of Pakistan

Abstract

Previously products and services were just branded but recently the concept about countries and cities being as a place brand is emerging in the literature review. Countries and cities are now been competing to build a successful strong and competitive brand. The research first offer s description of the terms brandings, nation, place or destination & city branding. An effort has been put forward to brand the cities of Pakistan & creating into a competitive brand and to exploring the concepts about place brand regarding Lahore and Islamabad as a place. Anholt hexagon has been used as a model to check the awareness among the consumer of the cities regarding the concepts of people, culture, tourism and economy. And a model of Total Destination Experience is been also used to check whether consumer can relate their experience with the cities of Pakistan.