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 [Article] (doi:10.1108/IJTC-10-2016-0035)
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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: | 29 Nov 2022 21:09 |
| URI: | https://eprints.mdx.ac.uk/id/eprint/22186 |
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