Based on the input from the place brand analysis the design of the place brand essence is grounded in the brand identity, which incorporates the brand name, values, narrative, visual identity and scope. On top of that, the brand essence involves, as with any brand, a reference to the quality and service characteristics of the economic offering. Place branding is often reduced to the design of visual identity and communication even though a place brand uniquely represents an experiential ‘product’. Therefore, the place brand essence should involve the formulation of an experience concept; that is, a vision about the characteristics of the place experience that people can expect as visitors. Lastly, the place brand essence should represent a value match between place identity and the type of audience it tries to attract, which could also be referred to as brand positioning