Abstract
Place Brands have penetrated the market and get high reputation. "Brand Ranking and Brand Authorization System" which the market developed have produced new bland value. But the new brand value demands to manage globalization, reinforcement of evidence, and industry-university- public-private sectors co-operation etc., to each brand provider. The correspondence to those social demands is a duty of the brand provider. However, the provider of place brand is often small organization, it is difficult to manage the harder demands. So, they expect the participation of university, as a local member, as expert, as a third mission of University. On the other hand, it is important for university to regard this participation as a good opportunity for research and education.
