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Dissertation Prepared for the Degree of DOCTOR OF PHILOSOPHY. UNIVERSITY OF NORTH TEXAS . May 2012 . Baalbaki, Sally Samih. Consumer Perception of Brand Equity Measurement: A New Scale. Doctor of Philosophy (Marketing), May 2012, 92 pp., 18 tables, 2.2 Brands and Branding

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Place branding as defined by the author is a concept of umbrella branding which a term used for branding different geographical locations. He also distinguishes between city branding and city marketing, the principle difference being that marketing uses the consumer preferences as a guiding principle, while branding defines the vision which the company plans to achieve (Riezebos, 2007).