Place Branding Sports: Strategies for Differentiating Emerging, Transition, Negatively Viewed, and Newly Industrialized Nations

Irving Rein, Ben Shields

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)73-85
JournalPlace Branding and Public Diplomacy
Volume3
DOIs
StatePublished - Jan 2007

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