National Branding Shifting to City Branding

Abstract

In asset management, the impact of national branding is linked with the capital leverage and the development of resilient and sustain business. Therefore, national branding impacts essential project financing, mainly acting as a driver of interest premium for private market invested capitals. The key objective of this chapter is to present the linkage of national branding with the assets development in critical infrastructures, distribution systems, and large assets such those in transport and energy sector. Adopting a system of system approach, the key areas of the added value to critical infrastructure and assets are presented, and the methodology framework to assess the impact of national branding on assets is depicted. By examples and references to case studies, the need is illustrated to consciously develop world-class brands as part of the overall economic growth and development on a regional scale.