Building a Place Brand: A Case Study of Surrey Hills. / Niininen, Outi; Hosany, Sameer; Ekinci, Yuksel; Airey, David.

In: Tourism Analysis, Vol. 12, No. 5/6, 2007, p. 371-385.

Research output: Contribution to journalArticlepeer-review

Published

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.
Original languageEnglish
Pages (from-to)371-385
Number of pages15
JournalTourism Analysis
Volume12
Issue number5/6
DOIs
Publication statusPublished - 2007
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 949546