 Thus, contrary to popular conception that destination-brand building is solely an exercise in communication, destination branding is, in reality, an exercise of identification, organisation and coordination of all the variables that affect the destination image.The strategic application of place branding is growing with nations, regions, cities, and institutions as they realize they compete with other places for people, resources, and business.The phenomenon of place branding, as an organic process of image communication without strategy, has been occurring throughout history.