Characteristics of Brands and Place Branding on the Internet
Characteristics of Brands and Place Branding on the Internet

Summary/Abstract: This study aims to clarify the concepts of brand and branding inthe new Internet environment, as complex processes that can be appliedanywhere: to a physical good, a service, a store, an organization, an idea ora place. Assuming that brands have deeper meanings for consumers thanthe basic characteristics of the product or service being offered, the brandingprocess is also defined in the context of places, in an effort to build arelationship with the customer and make emotional connections. Placebranding perspectives are discussed, as it does not involve tourism only. Italso involves the economic and socio-political sector as well as the historicalperspective of the place.

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