抄録
Due to less birth rate and increment of aging generation, in addition to the progression of urbanization, rural area has been getting inactive. In some rural area, local government may not be able to offer necessary administrative service to people live in the area due to financial crunch. In order to solve such status, rural activation has been carried out through place branding. But many of these movements have problems to be solved to success, and the way of place branding itself is becoming to be reconsidered. This paper will discuss about these problems that movement of place branding are facing.
