Rebranding of a product means changing its image. It usually involves a product ‘makeover’, the roll-out of a new slogan or logo and perhaps a name change (see Table 1). This is accompanied by a campaign to raise product awareness through promotional literature and advertising in various media. Increasingly, this kind of process is being applied to the marketing of places by tourist boards and local businesses.
This case study examines bottom-up efforts of local firms in Scotland’s Isle of Arran (Figure 1) to change their neighbourhood image. Top-down financial support from the European Union has funded an advertising campaign, allowed the employment of a public relations (PR) firm and helped launch a new business model for island tourism. The goal? To establish Arran as a hub for visitor flows in an increasingly competitive globalised market place for tourism.
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