1 - 6 of 6 articles
Purpose – To create a competitive edge in today's tourism marketplace, cities seek to differentiate themselves and create a positive image. Yet, there is little consensus about city branding processes and few case studies. This paper aims to explore Milan's brand image and personality, focusing...
Purpose – Today we have to face the challenge of competing in a globalized world for scarce goods, such as residents in general, and in particular for those with talents, the so‐called “creative class”. This class is the driving force for economic growth, so winning the competition for these...
Purpose – In response to increased interurban competition in contemporary globalization, cities are employing marketing strategies to differentiate and identify themselves from each other. The creation and development of strategic places is nowadays guided by marketing strategies that brand...
Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to explore the employment of ambassador networks as a place marketing and place development tool. This is done by identifying various kinds of networks, understanding how networks are...
Purpose – The purpose of this study is to employ the collage technique, an unstructured qualitative association instrument, with respect to place branding initiatives and to uncover internal stakeholders' perceptions of the region or destination. Design/methodology/approach – The first part...
Purpose – Many post‐industrial cities are characterised by the effects of globalisation, de‐regulation, regionalisation and technological developments. The application of supply‐side strategies to meet the challenges arising from these effects has contributed to the homogeneity of places which...
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