Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto
| Autor: | Giannina Warren, Keith Dinnie |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: |
Value (ethics)
Engineering media_common.quotation_subject Geography Planning and Development 0211 other engineering and technologies 02 engineering and technology Participant observation Management Monitoring Policy and Law Place branding Originality 0502 economics and business Marketing Creative city ComputingMilieux_MISCELLANEOUS media_common computer.programming_language business.industry 05 social sciences 021107 urban & regional planning Corporate branding Content analysis Tourism Leisure and Hospitality Management Icon business computer 050212 sport leisure & tourism |
| ISSN: | 2056-5607 |
| Popis: | Purpose The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself. Design/methodology/approach A qualitative, exploratory approach is adopted, applying the ICON model of place branding to the multistakeholder city branding strategy of Toronto. A combination of interviews, participant observation, content analysis and professional reflection inform the study. Findings Toronto’s emergence as a creative city with global standing has been achieved, in part, through a holistic and collaborative approach that is integrated, contextualized, organic and new. Practical implications Place and destination promoters are offered a practical application of the ICON model of place branding, informing future initiatives and offering insight into good practice. Originality/value Viewed through the lens of the ICON model, the paper provides insights into the collaborative and innovate practices that characterize effective city branding. |
| Databáze: | OpenAIRE |
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