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 journalArticlepeer-review

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    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 languageEnglish
    Pages (from-to)198-213
    JournalEuroMed Journal of Business
    Volume10
    Issue number2
    Early online date6 Jul 2015
    DOIs
    Publication statusPublished - 2015

    Keywords

    • Authenticity
    • Branding
    • Portsmouth

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