Place Branding in Urban and Rural Economics

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This study aims to construct the economic theory of place branding and to make empirical conclusions regarding the value of regional goods and services. The discovery of place-branding factors can affect the economic impact on the value of particular regions. First, the focus of place branding analysis is on Satonishiki and Benisyuho cherries, Tsuyahime rice, pears known as La France in Yamagata and other areas. Second, the power of place and destination branding increases or decreases depending on the type of information generated from every city, town and village using a PC and cellular phones. Finally, under our economic theory of place branding, we propose a way to create a Japanese, or world branding value, of Uzen-extra silk. Three major silk symposiums were organized in Kaminoyama, Yonezawa and Yamagata every year between 2011-2013 involving local and central governments and the silk industries that gave an overview of the Japanese and world branding of Uzen-extra silk.