Exploring Customs, Rituals and Artifacts as elements of Place Branding

The aim of this book is to investigate the concept of place branding in terms of the culture of a place and all the elements that make up the culture. Place branding is a recent term used in branding, but however the concept of promoting places to attract people is quite old. This book explores the rituals, traditions and customs, artifacts, folklore as the elements of culture prevailing in Pakistan and how can the promotion of such elements help in creating a positive image of Pakistan across borders and even among our own people. Anholt's model of competitive identity has been used to explore the cultural elements and to check awareness of people regarding those elements.