Place branding Lahore: A study of consumers images about Lahore

Abstract

This research aims to find out the connection a place, city or country develops with the human imagination and perception and how it is recognized as a brand, in this study specifically Lahore is under discussion. Lahore is a major city of Pakistan and it is known for its rich culture, heritage and food. Branding explains the concept of recognizing the products on basis of their differentiation. Thorough literature it was explored that people on basis of certain factors brand places in their minds. Research is carried out though taking in‐depth interviews of respondents who belonged to different background and places. This qualitative study came to the conclusion that people involuntarily associate certain images to Lahore. Lahore as a city and place has certain distinctive features which are recognizable, like the taste and style of food is different. It also has certain old structures built by the Mughals, hence Lahore is very rich in culture and heritage. The cultural events are famous among the residents of other cities of Pakistan even abroad aswel and also the local people of Lahore also have a very unique impact.