City Branding: Gold Coast Australia

Abstract

City branding is a relatively new area of academic research in marketing. Previous research has focused on city brand images and particularly the contrast in brand image across cities. Essentially this reflects the interest of policy makers in developing sound competitive brand positions, with the aim of achieving a competitive advantage. The current paper shifts the focus to explaining the brand attitudes that residents have of a particular city. What are the key brand associations for a city? A sample of 614 residents of the Gold Coast city was surveyed using a structured quantitative method.