A local authority can design and register a territorial brand to promote its distinctive identity. Unlike a simple geographical name, a territorial brand involves a thoughtful approach to creating and strengthening the local authority’s image. It often combines the geographical name with visual elements to create a distinctive logo, or even incorporates textual elements to create a unique tagline. For example, “Chamonix-Mont-Blanc” represents a territorial brand that associates its name with the motto “Open the Way.”

Like any traditional brand, a territorial brand can be accompanied by a distinctive tagline. However, designing a territorial brand can be complex due to the diversity of target audiences it aims to reach, such as businesses, tourists, and local residents. When the territorial brand is linked to a destination, it can also be called a destination brand.

There are many examples of territorial brands used by cities and regions to enhance their attractiveness and identity. These territorial brands are often promoted through advertising campaigns that highlight the local authority’s unique characteristics. A detailed presentation on the creation and impact of territorial brands can provide interesting insights into this territorial communication strategy.