The role of uniqueness in destination branding: the case of historical Portsmouth harbor

Alexandros Apostolakis; Shabbar Jaffry; Faye Sizeland; Adam Cox

doi:10.1108/EMJB-10-2014-0036

The role of uniqueness in destination branding: the case of historical Portsmouth harbor

Alexandros Apostolakis, Shabbar Jaffry, Faye Sizeland, Adam Cox

Research output: Contribution to journal › Article › peer-review

800 Downloads (Pure)

Abstract

Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand.

Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding.

Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation.

Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.

Original language	English
Pages (from-to)	198-213
Journal	EuroMed Journal of Business
Volume	10
Issue number	2
Early online date	6 Jul 2015
DOIs	https://doi.org/10.1108/EMJB-10-2014-0036
Publication status	Published - 2015

Keywords

Authenticity
Branding
Portsmouth

Access to Document

10.1108/EMJB-10-2014-0036

JAFFRY_2015_cright_EMJB_The_role_of_uniqueness_in_destination_branding
This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://eprints.port.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Accepted author manuscript (Post-print), 643 KB

http://www.emeraldinsight.com/doi/10.1108/EMJB-10-2014-0036

Cite this

@article{e245a5a3dbc84d4b89a01b0acd8478c1,

title = "The role of uniqueness in destination branding: the case of historical Portsmouth harbor",

abstract = "Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding. Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation. Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.",

keywords = "Authenticity, Branding, Portsmouth",

author = "Alexandros Apostolakis and Shabbar Jaffry and Faye Sizeland and Adam Cox",

note = "This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://eprints.port.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.",

year = "2015",

doi = "10.1108/EMJB-10-2014-0036",

language = "English",

volume = "10",

pages = "198--213",

journal = "EuroMed Journal of Business",

issn = "1450-2194",

publisher = "Emerald Publishing Limited",

number = "2",

}

TY - JOUR

T1 - The role of uniqueness in destination branding

T2 - the case of historical Portsmouth harbor

AU - Apostolakis, Alexandros

AU - Jaffry, Shabbar

AU - Sizeland, Faye

AU - Cox, Adam

N1 - This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://eprints.port.ac.uk. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

PY - 2015

Y1 - 2015

N2 - Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding. Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation. Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.

AB - Purpose – The purpose of this paper is to examine the potential for utilizing a unique resource, such as the Historic Portsmouth Harbor, in order to differentiate the local brand. Design/methodology/approach – The objective of the paper is to examine the role of unique local resources and attractions as a source of competitive advantage through destination branding. Findings – The main findings of the paper indicate that policy makers and destination managers should more proactively utilize the unique elements of the Historic Portsmouth Harbor “brand,” as opposed to the commonplace “waterfront city” brand. This could be achieved by staging events of international significance or through a bid for gaining world heritage status. In addition to that, the paper argues that in order for this branding initiative to have a higher impact, a prominent high profile individual should be appointed. This individual could act as a leader or “brand ambassador” in order to attract stakeholder interest and participation. Originality/value – The paper could be of value to destination managers and marketing organizations in a local, sub-regional and regional level.

KW - Authenticity

KW - Branding

KW - Portsmouth

U2 - 10.1108/EMJB-10-2014-0036

DO - 10.1108/EMJB-10-2014-0036

M3 - Article

SN - 1450-2194

VL - 10

SP - 198

EP - 213

JO - EuroMed Journal of Business

JF - EuroMed Journal of Business

IS - 2

ER -

The role of uniqueness in destination branding: the case of historical Portsmouth harbor

Abstract

Keywords

Access to Document

Fingerprint

Cite this