The differences between branding a country, a region and a city: Applying the Brand Box Model

@article{Caldwell2004TheDB,
  title={The differences between branding a country, a region and a city: Applying the Brand Box Model},
  author={Niall James Caldwell and Joao R Freire},
  journal={Journal of Brand Management},
  year={2004},
  volume={12},
  pages={50-61}
}
Branding has become one of the most powerful tools in marketing strategy. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Destination branding is a relatively new concept, however, and there is a lack of empirical academic research on the topic. This exploratory study uses the de Chernatony Brand Box Model and applies it to countries, regions and cities. The study was developed in order to understand… Expand
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