The "Stirling - Scotland's Heart" marketing drive aims to provide a major platform to promote the area to local, national and international audiences.

The new Scotland's Heart strapline and brand will be used by local people, businesses and tourism agencies.

Stirling and its surrounding area are being promoted as a top location to live, work, visit and study.

The marketing initiative was launched at Stirling Castle on Tuesday by Stirling Community Planning Partnership.

It encapsulates what makes Stirling different to the rest of the country - its location, its place in history as the traditional capital of Scotland and its quality of life Keith Yates Stirling Council

Keith Yates, chief executive of Stirling Council said: "Stirling is one of the newest and most historic cities in the UK and we've made tremendous strides since gaining city status in 2002.

"Stirling - Scotland's Heart is not simply a brand. It encapsulates what makes Stirling different to the rest of the country - its location, its place in history as the traditional capital of Scotland and its quality of life."

A recent survey found Stirling had one of the highest standards of living in the UK and is the third fastest growing area in Scotland in terms of population growth.

More than �140m has been invested in the city in the last decade to develop its business parks, shopping, transport, arts centres, visitor attractions and education establishments.

Major developments under way include one of Scotland's largest urban regeneration projects at Raploch and Forthside, the new 40-acre city centre quarter under construction on the waterfront, as well as a new sports village at Forthbank.

'Diverse base'

The three projects aim to attract more than �200m in additional investment in the coming years.

Stuart Ogg, operations director of Scottish Enterprise Forth Valley said: "Stirling has a strong and diverse business base and one of the highest business start up rates.

"We believe that launching Stirling onto the national and international stage like this will help drive further investment and opportunities to the area, which because of its central location will benefit Scotland's economy as a whole."

The new Stirling brand was designed by brand consultancy, Tayburn, to reflect Stirling's friendly, vibrant personality and its position at Scotland's heart geographically, culturally and historically.