Place branding: how to attract businesses to Gosport

Farrell, Shaun (2008) Place branding: how to attract businesses to Gosport. MBA dissertation, University of Portsmouth.

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    Abstract

    Increasing competitiveness between cities, areas and nations have prompted many Local Authorities to adopt marketing principles, mainly in the form of place branding, to attempt to gain a competitive advantage over its neighbours and to stave off economic and social decline. This research study examines to what extent place branding can have in the attraction of inward investment into an area. It aims to show, regardless of perception towards an area; place branding can overcome negativity, by linking a strong brand image to reality based associations. It uses the Borough of Gosport as a case study and adopts theoretical concepts of corporate and place branding. The results highlighted the need for Gosport to present its branding strategy based on clear associations, with a strong emphasis on leadership and commitment from stakeholders.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Operations and Systems Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14
    URI: http://eprints.port.ac.uk/id/eprint/532

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