Abstract
In the view of the changing social needs in recent years, appropriate strategic management is required from local government. Place branding provides a useful way of regional management. The purpose of this research is to clearly define the future tasks by understanding the present situation of local government's place brand policy.
Firstly, we conduct a survey on identifying whether a region has a place brand policy and compare its characteristics. Then, for the region with place brand policy, we classify 4 types of local governments based on its differences in policies and perfonnances.
