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Motivated by the finding that place names are highly capable of acting as one of the most conspicuous brands in the economy, this study has explored the essential nature of the brand value of place names and has suggested possible methodology to evaluate this value. As the place name brand has multidimensional elements mirroring the attributes of place, its understanding should be framed in terms both of users of place names as a subject and of place as an object. In order to evaluate the brand value of place names, the possibility of adopting the concept of customer-based brand equity, which is centered on the perception and assessment of customers, has been reviewed and more detailed items of evaluation have been addressed. A few future research topics are suggested: the nature of brand value; its relevance to place identity; the influence of place marketing; the significance of exposing place names to the public; the effect of geographic indication on brand value; delineating the spatial boundary of geographic indication items.

The Brand Value of Place Names: Topics in Economic Geography