Critically discuss the role of place branding and promoting a country Essay

Critically discuss the role of place branding and promoting a country in international marketing - Essay Example Many people flock the city, since it has been branded as a place where people are satisfied from the wide range of entertainment spots. Secondly, place branding helps to improve the image of a place. This attracts other people in the international community, as they would like to be associated with the place. For example, Abu Dhabi in United Arab Emirates is considered one of the most developing cities in the world. The marketing has focused on ensuring the image of the city as a developing and enhancing city attracts many people across the globe (Moilanen and Rainisto, 2009:12). When investors note that the city is among the most developing cities, they are encouraged to engage in investments in the city. This creates a business hub that continues to attract many people across the world. Apparently, the image and identity of a place is enhancing the development of many cities across the world, as they have a particular point of focus. For example, the population of Abu Dhabi has been increasing rapidly, as many of the settlers are technocrats and investors. Place branding is a prudent approach in reducing price sensitivity, especially to customers. At times, the brand of a place is widely renown, which attracts a large number of investors, stakeholders, and customers (Baker, 2007:6). These stakeholders and customers have stakes in the place, since they have their priorities in order. As such, they have to engage in business and trade with the stakeholders in the city, as they need to satisfy their needs. Apparently, when a place is branded with a particular identity, the stakeholders and customers only focus on the identity of the place. Therefore, the marketing directs the focus of stakeholders on satisfying their interests, while other factors are neglected. For example, the customers will direct their focus on the products and place, while neglecting the price tags. As a result, the customers are prepared to incur premium costs in satisfying their needs.