Branding From Above: Generic Cultural Branding in Shetland and Other Islands
This paper considers the development of a generic cultural brand for islands. In 2002, Shetland’s local government and the Corporate Edge consultancy developed a modernized, internationally-oriented Shetland brand. This official brand conflicts with Shetlanders’ traditional, locally-oriented identit...
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| Format: | Article |
| Language: | English |
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Island Studies Journal
2008-10-01
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| Series: | Island Studies Journal |
| Online Access: | https://doi.org/10.24043/isj.221 |