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Influx has written a great deal about the concept of geo-branding and how it relates to countries and cities. The latest post in the blog City of Sound adds a new dimension to the geo-branding idea, when it discusses the evolution of a street in London called Savile Row, that for 300 years has transcended its location and become synonymous for the finest in bespoke tailoring. The post discusses in a lot of detail the changing business dynamics that are impacting the Savile Row brand, these include:

1. The evolution of the mix of tailoring businesses from the traditional to the modern. The traditional tailors surviving by expanding their business to include ready-to-wear clothing.

2. The rent increases of as much as 40% that are driving some of the smaller traditional players out of the street and seeing large companies like Abercrombie & Fitch and Evisu move in and dillute the brand's meaning.

The post ends with the following conclusion:

" If you are no longer able to actually visit Savile Row, and visit "a proper business, not a tourist attraction"; if the meaning of Savile Row is not inculcated into the next generations of fashion and textile students as anything other than history; if we allow those businesses themselves to fade away as a result, unable to compete with waves of global fashion brands, then how much longer will Savile Row mean anything genuinely useful, even as a prime piece of real estate? It ceases to have 'added value' even to property developers in the long term."

It suggests that property developers need to develop a long-term view and where relevant, find a way to measure not just the rental value, but include within it some way of valuing the brand. They are also need to think about ways to ensure that the brand is protected, so it retains its value. In these cases, the brand is the investment.

In addition, perhaps local governments should play more of a role by protecting their cities brand assets, recognizing the economic contribution they make.