Place branding is a process of developing and promoting place identity that will promote positive feelings about the place and create images, associations, and feelings in targeted place audiences. The place brand should stand out from place brands of other places. Good place branding enhances the place's reputation which results in good business performance. Tourism is one of the major types of businesses that are influenced by place branding. Place branding is also known as "reputation management" which revolves around creating perceptions about a certain place, managing these perceptions to determine how they develop over time, and finally determining how to translate these into positive outcomes for the people or product associated with it. It can be said that the whole idea of place branding is to create or enhance the identity of a certain place or product. Place branding is used by marketers, public relations experts, and commercial developers to convey useful information about a given location while also creating positive feelings about it. This strategy can be very effective in terms of promoting destinations for tourism purposes as well as encouraging business investments. Place branding is about creating positive images in minds of the audience so that they would perceive the place positively. The main goal is to convey the right image of the place, which also includes differentiating it from others. Branding should be high on the strategic agenda for countries and places because it helps in developing economies through investment attraction, tourism promotion, and employment creation. Countries and places can use place branding for communication purposes to create the right perception in the minds of people. Place branding is also about the promotion of a specific place, including tourism. The focus should be on how to attract tourists and to convince them that they should spend their vacations in that particular place or country. How does Soft Power affect the development of Place Brands? Soft power is the ability to influence others through attraction rather than coercion or payments. Soft power resources are the assets that produce such attraction-a country's culture, political values, and foreign policies. Soft power can help to develop place brands. Soft power is a prime factor in determining the 'external' agenda of any nation. What does place branding do? Place branding has the following objectives: To establish or enhance the identity of a city or region It provides information about the city's culture, talent, lifestyles, etc. It helps in producing quality streetscape and cityscape images to attract people. To build a city's reputation, city stories are created which are being told to target audiences. It enhances the city's reputation by developing the city's image broadly across the world. What are the benefits of place branding? Evaluators have shown that place brands can be used to improve cities' competitiveness in attracting talent, international students, and investments. The quality of talent attracted by a city is directly linked with company attractiveness. A talent-attractive city provides talent attraction which is relevant for talent attraction expenditure. Place branding is also seen as an important tool for talent attraction. A talent-attractive city attracts talent which enhances company attractiveness and economic growth. Some evaluators found that talent-attractiveness was the most significant predictor of talent attraction expenditure. This indicates the importance of talent attraction for attracting foreign investors to a city. City branding can also help in talent attraction. Talented workers prefer to work and live in talent-attractive cities with high quality of life. The talent-attraction equation consists of talent attractiveness and talent retention which is directly linked with talent attraction. A talent-attractive city attracts talent which enhances company attractiveness and economic growth. A talent-attractiveness was the most significant predictor of talent attraction expenditure. Places that have a strong brand and identity stand a better chance at attracting talented people. Elevating a city's image requires raising awareness about what makes a particular place attractive to talent. This also means understanding the skills, abilities, and interests specific to talented people. Talent attraction is an extremely expensive talent management choice. Attracting talent takes time and money, talent attraction expenditure is increasing around the world because talent attraction is becoming more significant for economic growth. Companies are struggling to find talent in this hyper-competitive talent market which makes talent attraction even more important. Companies look for talent-attractive cities which can attract talented people. Cities have to invest in improving the quality of life and living conditions as well as becoming more open, multicultural, and tolerant. Taking all these facts into account, it is obvious that city branding plays a significant role in attracting talented people by becoming more open, multiethnic, and attractive for innovation. Cities offer a huge potential for innovation and growth. However, developing innovative ideas requires talent which is attracted by the city's image and reputation. Therefore, building attractive places requires investing in the quality of life, city image projects are one way to attract talented people. City branding is about creating place brands that are considered to be attractive by its potential users. City branding is an effective tool for talent attraction because it can help in building a positive image of cities, regions, or places to attract talented people.