As our understanding of the complexities of what we mean by “place branding” [vs “place marketing”] grows, so does our awareness of the challenges that place branding and place marketing must face. And as we head towards our fifth annual City Nation Place Awards, we hope to see an increase in strategies which can demonstrate a ‘sustainable approach’.

But what do we mean by that?

As founder of the Good Country Index, Simon Anholt¹ is the leading voice on how countries’ reputations should be founded on the good that they do for the world – something that could be applied just as effectively to cities and regions, or at micro level, how places contribute to the surrounding community. Place Brands are about values and actions. And for our judges, it’s a given that a winning entry for the Place Brand Strategy of the Year category would recognise the need to focus on both the broader, longer-term impact of policies and strategies on the community or citizenry, as well as the global environmental impact of economic and tourism development strategies

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