City Branding: Gold Coast Australia

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Author(s)
Miller, Dale
Herington, Carmel
Merrilees, Bill
Year published
2006
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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.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.
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Conference Title
ANZMAC 2006 Conference Proceedings
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Copyright Statement
© The Author(s) 2006 Griffith University. For information about this conference please refer to the publisher's website or contact the authors. The attached file is reproduced here with permission of the copyright owners for your personal use only. No further distribution permitted.