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Building city brands through sport events: Theoretical and empirical perspectives

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This paper reflects theoretically and empirically on destination marketing and destination branding, with a specific focus on creating strong city brands. It will be argued why a strong destination brand makes it easier for marketers to attract visitors, new residents and investors to the destination. Focus is on how city brands are connected to major sporting events in order to achieve a number of branding objectives. Using an established city brand evaluation instrument, preliminary data from a four-country general population sample are presented, foreshadowing that some approaches may work better than others when choosing to use sport events to build strong city brands. In particular, it was found that building a strong event portfolio seems important in building long-lasting positive impressions about a city and its image.
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Keywords: brand personality; city marketing; destination branding; event portfolio

Document Type: Research Article

Publication date: 01 June 2012

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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