Places have brands.
I know that because I live in Maine. Just because I used that link doesn't mean I think "It must be Maine" is any kind of accurate representation of the state's brand. Even if people who have a vested interest in advancing the brand can't define it, doesn't mean it isn't there.
But, Maine does have a distinctive brand that people associate with nature, New England simplicity and a homespun brand of elegance. The state's inkeepers and others who directly make money from tourism know what it is.
San Francisco is just such another place. Like Maine, you won't find the brand expressed on that web site. However, the brand, to me, is associated with great food, unique things that can only be from here and a certain sense of place that is its own.
These place brands allow for other things that affiliate with that place to take advantage of the positive aspects to create image and recognition among potential buyers. I point out a difference between Maine or San Francisco as brands with some place like Wisconsin. Wisconsin Cheese is a brand. That doesn't necessarily extend itself to other products. Maine as a brand, however, can extend to food, tourism and certain craft-related products.
Keep that in mind when you try to define your brand by a place.
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