Curbed: What Amazon’s HQ2 will mean for a city’s brand

What is “place branding?”

Throughout history, brands have become closely associated with the cities in which they build headquarters—and vice versa. Apple prints “Designed in Cupertino” on the back of its products. Mountain View is a Google town. Nike put Portland on the map as an athleticwear city and, soon, other brands, like Adidas and Under Armour, followed.