Transforming history into heritage: applying corporate heritage to the marketing of places
This study applies the principles of corporate heritage branding to the marketing of places to showcase how some cities, regions, and countries use their heritage to convey their modern-day relevance to key stakeholders. A two-step, mixed-method research approach is used. Results from a content anal...
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| Veröffentlicht in: | The journal of brand management 2018-07, Vol.25 (4), p.351-369 |
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| container_end_page | 369 |
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| container_issue | 4 |
| container_start_page | 351 |
| container_title | The journal of brand management |
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| creator | Wilson, Rick T. |
| description | This study applies the principles of corporate heritage branding to the marketing of places to showcase how some cities, regions, and countries use their heritage to convey their modern-day relevance to key stakeholders. A two-step, mixed-method research approach is used. Results from a content analysis of print advertisements from an economic development context find evidence of four heritage-focused campaigns. Based on the content analysis, a single historically focused case study is developed using an organization responsible for one of the identified campaigns to highlight how a corporate heritage campaign is used in place branding. Additionally, a place branding framework is presented to assist academics and practitioners with the identification and study of corporate heritage branding in place branding communications. |
| doi_str_mv | 10.1057/s41262-017-0087-8 |
| format | Article |
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| ispartof | The journal of brand management, 2018-07, Vol.25 (4), p.351-369 |
| issn | 1350-231X 1479-1803 |
| language | eng |
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| source | SpringerNature Journals |
| subjects | Advertising Business and Management Content analysis Cultural heritage Economic development Management Marketing Original Article Print advertising |
| title | Transforming history into heritage: applying corporate heritage to the marketing of places |
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