Skip to main content

Building a Place Brand: A Case Study of Surrey Hills

Buy Article:

$25.00 plus tax (Refund Policy)

Abstract:

Although branding of goods has received increased attention in both the academic and practitioner communities, research on place brand-building process has been sparse. This study seeks to address this lacuna and proposes a four-component place brand-building framework. namely: determining a brand vision, communicating the brand vision, managing partnerships, and measuring brand performance. The validity of this conceptual framework is assessed using Surrey Hills as a case study. Drawing on the findings of the case study, important challenges are identified that face emerging work on place brands. Some of the emerging issues include control, funding, and stakeholder commitment.

Keywords: BRAND BUILDING PROCESS; DESTINATION BRANDING; LOCAL INVOLVEMENT; PLACE BRANDING; TOURISM STAKEHOLDERS

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/108354207783227894

Publication date: December 1, 2007

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
cog/ta/2007/00000012/F0020005/art00004
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more