This dissertation was written as part of the MSc in Management at the International Hellenic University. The aim of the study is the engagement of the writer with the concept of place branding as a mean of identification and differentiation of places. At the same time, they are considered the different branding strategies, capable for the accomplishment of place brand management. As a relatively new field, place branding research based on a real case - study is a primarily topic. Therefore, the issues which are developed on the report are the role of place branding and its basic activities, analyzing the literature review presented on marketing theory and the main brand management strategies existing in place and tourism academic areas. Taking as a guide a particular strategic place brand model, which is based on the relationship of various components, it is proposed the execution and managing of Kythira Island’s place brand strategy. The report refers to the empirical research conducted via questionnaires to the island’s stakeholders in order to measure their perceptions and sense of place as a starting point for identifying the perceived benefits of brand infrastructure and the brand experience. Successively, it will build the brand identity, which leaders desire to convey to the expected visitors via the brand articulation and communication.
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