TY - JOUR
T1 - Place Branding Sports: Strategies for Differentiating Emerging, Transition, Negatively Viewed, and Newly Industrialized Nations
AU - Rein, Irving
AU - Shields, Ben
PY - 2007/1
Y1 - 2007/1
N2 - Places have long sought a defining image to drive their economic and social initiatives. Many of the branding strategies have been examined extensively and utilised in the marketplace. For emerging, transition, negatively viewed, and newly industrialised nations considering the possibilities for differentiation, a relatively underused positioning is incorporating sports into the branding mix as both a primary and secondary tool. There are a number of specific strategies that can be used to implement this initiative, and the authors explore and analyse these sports place branding possibilities.
AB - Places have long sought a defining image to drive their economic and social initiatives. Many of the branding strategies have been examined extensively and utilised in the marketplace. For emerging, transition, negatively viewed, and newly industrialised nations considering the possibilities for differentiation, a relatively underused positioning is incorporating sports into the branding mix as both a primary and secondary tool. There are a number of specific strategies that can be used to implement this initiative, and the authors explore and analyse these sports place branding possibilities.
U2 - 10.1057/palgrave.pb.6000049
DO - 10.1057/palgrave.pb.6000049
M3 - Article
VL - 3
SP - 73
EP - 85
JO - Place Branding and Public Diplomacy
JF - Place Branding and Public Diplomacy
ER -