ABSTRACT
This chapter discusses the topic of origin-based marketing. It also examines the background information and branding, as well as the use of cues to market offerings. This helps in understanding the origin cue before moving on to presenting how places can be used for promotion or be promoted themselves with place branding. A brand essentially encapsulates everything that an offering is and stands for, reflecting everything from its design and its price to its symbolic elements and reputation. In turn, a global brand refers to the worldwide use of a name, term, sign, symbol design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors. The chapter looks into examples of companies using origin-based marketing and examples of countries having invested in place branding. It examines the main issues at stake with origin-based marketing. Origin-based marketing refers to the consistent use of geographic cues in communication and promotion activities.
