Johnson City Officials Approve Study For Regional Branding Name Change

There’s a search underway in the Tri Cities,,,not for a criminal, but instead, a search for a possible new name for the region. Thursday night, Johnson City Commissioners voted to spend just under 50 thousand dollars for a marketing research firm to study a new name for the Tri Cities region. Johnson City is already under contract with the company to refine its own marketing brand. And last fall, Presidents of the Bristol, Kingpsort and Johnson City Chambers of Commerce move the idea forward in presentations to various groups in the area. One possible name being tossed around is the “Appalachian Highlands Region. A decision on a new branding name for the Tri Cities could come as early as this summer.