| Summary: | In recent period of time the globalization as a relevant phenomenon directly affects all spheres of life. Unification, universality as well as homogenous world are some of the results of the process of globalization. Also globalization pushes more and more connection between different places around the world. Taking into account the role and place that each location has on the global scene, one of the results of the globalization process is intensifying competitiveness between them.As a result of globalization as a relevant phenomenon, the management of places around the world intensifies applying methods that help in differentiation of locations. In that sense, the place branding becomes one of the increasingly more important tools in reaching that goal.
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