Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto

Warren, Giannina and Dinnie, Keith (2017) Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities, 3 (1). pp. 56-68. ISSN 2056-5607

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Abstract

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.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
A. > School of Media and Performing Arts > Media
Item ID: 22186
Useful Links:
Depositing User: Giannina Warren
Date Deposited: 03 Jul 2017 12:26
Last Modified: 03 Apr 2019 12:26
URI: https://eprints.mdx.ac.uk/id/eprint/22186

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