Building place brands: "there's nothing like Australia"
McCarthy, Breda (2016) Building place brands: "there's nothing like Australia". SAGE Business Cases.
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Abstract
One of the most valuable assets of a firm is its brand. The branding literature emphasizes the importance of building strong brands by making an emotional connection with the consumer. This case describes the brand-building activities of Tourism Australia. The teaching objectives of this case study are to: 1. To demonstrate the importance of branding to a tourist destination 2. To apply the concept of brand personality to a place and describe the Tourism Australia campaign in establishing Australia as an aspirational, dream-holiday destination in both eastern and western markets. 3. To demonstrate the importance of social media in building a brand. 4. To describe the key segments targeted by Tourism Australia, in particular the 'global experience seekers' segment that has emerged in China and elsewhere, and explain how the characteristics of potential customers relates to the development of a branding strategy
| Item ID: | 39547 |
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| Item Type: | Article (Case Study) |
| Copyright Information: | © Breda McCarthy 2016. In accordance with the publisher's policies, the Author Accepted Manuscript of this articles is available Open Access from ResearchOnline@JCU. |
| Additional Information: | Case study included in online database SAGE Business Cases. "SAGE Business Cases is a collection of easy-to-use, accessible case studies, specially Business cases commissioned and curated to help students understand theoretical concepts in practice. The collection offers accessible and quality real-life cases on today's most vital topics to support student understanding of real-world problems that professional face." -- https://au.sagepub.com/en-gb/oce/sage-business-cases |
| Date Deposited: | 23 Jul 2015 04:10 |
| FoR Codes: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100% |
| SEO Codes: | 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100% |
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