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 Publishing Limited
JournalInternational Journal of Tourism Cities
ISSN2056-5607
Electronic2056-5615
Publication dates
Print06 Mar 2017
Publication process dates
Submitted02 Oct 2016
Accepted02 Dec 2016
Deposited03 Jul 2017
Output statusPublished
Accepted author manuscript
File Access Level
Open
Copyright Statement

Publisher: Emerald Publishing Limited. Copyright © International Tourism Studies Association.
This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher

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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File access level: Open

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