Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto

Article


Warren, G. and Dinnie, K. 2017. Exploring the dimensions of place branding: an application of the ICON model to the branding of Toronto. International Journal of Tourism Cities. 3 (1), pp. 56-68. https://doi.org/10.1108/IJTC-10-2016-0035
TypeArticle
TitleExploring the dimensions of place branding: an application of the ICON model to the branding of Toronto
AuthorsWarren, G. and Dinnie, K.
Abstract

Purpose:
The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself.
Design/methodology/approach:
A qualitative, exploratory approach is adopted, applying the ICON model of place branding to the multistakeholder city branding strategy of Toronto. A combination of interviews, participant observation, content analysis and professional reflection inform the study.
Findings:
Toronto’s emergence as a creative city with global standing has been achieved, in part, through a holistic and collaborative approach that is integrated, contextualized, organic and new.
Practical implications:
Place and destination promoters are offered a practical application of the ICON model of place branding, informing future initiatives and offering insight into good practice.
Originality/value:
Viewed through the lens of the ICON model, the paper provides insights into the collaborative and innovate practices that characterize effective city branding.

KeywordsToronto; Place branding; City branding; Creative city; ICON model
PublisherEmerald
JournalInternational Journal of Tourism Cities
ISSN2056-5607
Electronic2056-5615
Publication dates
Print06 Mar 2017
Publication process dates
Deposited03 Jul 2017
Accepted02 Dec 2016
Output statusPublished
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1108/IJTC-10-2016-0035
Scopus EID2-s2.0-85045673340
Web of Science identifierWOS:000401033000005
LanguageEnglish
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