Brands and branding
- Publisher:
- Routledge
- Publication Type:
- Chapter
- Citation:
- The International Handbook of Island Studies A World of Islands, 2018, pp. 368-380
- Issue Date:
- 2018-06-26
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Filename | Description | Size | |||
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Binder2.pdf | Published version | 3.84 MB |
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This chapter surveys the complexities and contours of place branding through an island lens.
At the very least, the ‘separateness’ of an island, its obvious demarcation, plays nicely to the aim
of all place branding initiatives: to project a distinct and desirable identity from which various
dividends flow; from tourism and investment to exports and diplomacy. Moreover, and given the
extent to which a brand image is largely formed in the minds of consumers, islands have long
enjoyed and endured key associations and connotations, from idyllic notions of paradise and bliss
to less attractive assumptions of backwardness and insularity.
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