“…Once a desired image is chosen, ideally with stakeholder input (Kavaratzis, 2004), the city's place-brand managers develop the brand values and logos, and use standards, colors, fonts, promotional campaigns, and more, to portray the brand internally and externally (again, internal buy-in is integral to successful place-brand efforts). In terms of return on investment, the city hopes to increase its revenue in the targeted sectors (residential, business, tourist) (Kotler et al, 1993) and to improve its internal organizational identity (Ashforth & Mael, 1989), thereby increasing employee retention (Lam & Ozorio, 2012) and brand equity (Buil et al, 2013;Keller, 1993). Impression management is successful when self-presentation aligns with audience interpretation (Dutton, Dukerich, & Harquail, 1994), builds the organization's reputation (Highhouse, Brooks, & Gregarus, 2009)…”