While all the concepts which form and reflect the mainstream branding construct
have, to varying degrees, become part of place branding practice, the above analysis
suggests that there are significant variations in the extent to which these concepts
have been the topic of academic publication. This, to some extent reflects problems
of conceptual transference. In particular, the concept which seems least developed
is brand extension. Nevertheless, despite the problems of transference it is reasonable
to conclude that the core of both the mainstream branding and the place
branding constructs are similar.
Organizational Identity and Diversity