The region is known by such names as Buffalo Niagara, Western New York and the Niagara Frontier.

In a policy brief just released by UB's Regional Institute, Project Director Peter Lombardi said socioeconomic factors rather than geographic boundaries define what people consider as their region. He said some residents in counties east of Buffalo identify more with Rochester.

Lombardi said the use of multiple names to describe the region impedes the ability of having a strong regional brand. He said elected leaders should embrace Buffalo Niagara since it seems to have risen to the top as a local identifier.

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