Abstract
PurposeThe 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/approachA 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.FindingsToronto’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 implicationsPlace 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/valueViewed through the lens of the ICON model, the paper provides insights into the collaborative and innovate practices that characterize effective city branding.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
