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First meaning is \"the branding of products made in certain places\", and second mean-ing is \"the branding of the places themselves.\" In this paper, we make clear the relationship of the two usages, and discuss the problems when we operate the place-branding strategy in the latter direction. We take up the example of Aomori Prefecture, and analyze why place-branding strategy was mapped out, and why abandoned. As a lesson from this example, we can point out two issues. First, the core image of the places is important factor in place-branding strategies, and this image must be unique and integrative. Second, place-branding policies needed in prefectural level are different from those of municipal level. Main tasks of prefectures are to construct institutions for facilitating place-branding. 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