A place brand is the perception people have of a city, based on their awareness of and experience with that city. Simply put, it answers the question "Why Edmonton?"

Having a distinctive place brand is one of a city’s most valuable assets because it leverages all other economic development efforts to give a city a strong strategic advantage in attracting visitors, investments and talent. Leaders and organizations (including ours) use the brand to promote, build and improve our city but it is owned by all Edmontonians.