Transforming history into heritage: applying corporate heritage to the marketing of places

Rick T. Wilson ()
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Rick T. Wilson: Texas State University

Journal of Brand Management, 2018, vol. 25, issue 4, No 6, 369 pages

Abstract: Abstract This study applies the principles of corporate heritage branding to the marketing of places to showcase how some cities, regions, and countries use their heritage to convey their modern-day relevance to key stakeholders. A two-step, mixed-method research approach is used. Results from a content analysis of print advertisements from an economic development context find evidence of four heritage-focused campaigns. Based on the content analysis, a single historically focused case study is developed using an organization responsible for one of the identified campaigns to highlight how a corporate heritage campaign is used in place branding. Additionally, a place branding framework is presented to assist academics and practitioners with the identification and study of corporate heritage branding in place branding communications.

Keywords: Advertising; Corporate heritage; Economic development; Place branding; Branding (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (5)

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DOI: 10.1057/s41262-017-0087-8

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