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It appears countries are the product du jour; when you turn on the TV or open a magazine, at some point, you are bound to come across an advert for anywhere from Malaysia to South Africa. Phillip C. Zerrillo and Gregory Metz Thomas's article 'Developing brands and emerging markets: An empirical application' appearing in the 2008 Place Branding and Public Diplomacy Vol. 4, describes the four primary reasons to brand a place which are: "attracting visitors, attracting business, attracting residents / employees, and enhancing the attractiveness of exports." Sonya Hanna and Jennifer Rowley's article 'An analysis of terminology use in place branding',in the 2008 issue of Place Branding and Public Diplomacy Vol. 4 , employs S. Anholt's argument that "place branding, both as a necessity and a phenomenon, is mainly provoked by globalisation processes where the market place for ideas, culture, reputation, in addition to products, services and funds are fusing into a single global community".

Zerrillo and Thomas argue that the "impact of place brand on quality perceptions has been shown to be virtually identical to that of brand name".

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