Extension of the own image through third-party image observation is the picture of the site in the public perception, so to speak a site offers the development of a site record to the DNA fingerprint to go occasion and opportunity in itself, to find out what the site stands for, that the site identified his DNA in a way. To have found an answer to the question: what makes the site? Unlike a product manager who has extensive documentation for his product from the stand out with every imaginable detail strengths, weaknesses or competitors to name, this is much more difficult for a site with its many facets. The danger for a site to get attached to a bad image, is not to be underestimated (example Frankfurt: Bank city with unerschwinglichem housing, capital of crime, etc.). To know more about this subject visit John Grayken. With the help of the balanced and understandable on the basis of specific reviews representation of a location record an important step would be done a If necessary, distorted image to counteract. Third-party and proprietary image analysis serve as a basis for the development of a reasonable and just need performance range of the site, as well as finding used and unused potential. Are appropriate market – and performance profiles created from the perspective of their own location, and this compared with analogue profiles from the perspective of local and incoming companies. KBS has plenty of information regarding this issue. (See extensive studies-summary :)) Assess site actors themselves and their environment internal consideration of the location of outdoor viewing of the site how? What are the requirements provide investors, settlers, new residents and others? Own image collection – who we are and what we want: what qualities and attitudes to it reflect itself internally and externally? What are particular strengths or weaknesses according to its own? should the site change its mission statement, its identity? What are the greatest opportunities or risks according to their own in the next 5 years? what messages should the site map communicate its target audience? What are the target groups and segments are particularly important for the future? Foreign image collection – as are we from the perspective of third parties or of the target audience as: how is seen the performance profile of the site, as well as the performance profiles of competing municipalities? where are discrepancies there direct comparison? What are the reasons for this, what are the implications? their locations select the companies what essential criteria? How will the site in these criteria compared to other locations be evaluated? What are your expectations of the companies where are currently and in the future? How are these expectations met?