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 |
| _version_ | 1797801136980230144 |
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| author | Adam Grydehøj |
| author_facet | Adam Grydehøj |
| author_sort | Adam Grydehøj |
| collection | DOAJ |
| description | 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 identity concept, which has impeded the brand’s success. With emphasis on printed tourism marketing materials, Shetland’s experience is compared with those of other European islands. This comparison highlights a predominance of cultural island brands emphasizing modernity and old-fashionedness. Finally, this paper looks at problems with top-down place branding and suggests that those involved in centralized place branding processes take local identity into account. |
| first_indexed | 2024-03-13T04:45:51Z |
| format | Article |
| id | doaj.art-dd0fc6af583c40339b31bc79e7b25576 |
| institution | Directory Open Access Journal |
| issn | 1715-2593 |
| language | English |
| last_indexed | 2024-03-13T04:45:51Z |
| publishDate | 2008-10-01 |
| publisher | Island Studies Journal |
| record_format | Article |
| series | Island Studies Journal |
| spelling | doaj.art-dd0fc6af583c40339b31bc79e7b255762023-06-18T23:38:20ZengIsland Studies JournalIsland Studies Journal1715-25932008-10-0132Branding From Above: Generic Cultural Branding in Shetland and Other IslandsAdam GrydehøjThis 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 identity concept, which has impeded the brand’s success. With emphasis on printed tourism marketing materials, Shetland’s experience is compared with those of other European islands. This comparison highlights a predominance of cultural island brands emphasizing modernity and old-fashionedness. Finally, this paper looks at problems with top-down place branding and suggests that those involved in centralized place branding processes take local identity into account.https://doi.org/10.24043/isj.221 |
| spellingShingle | Adam Grydehøj Branding From Above: Generic Cultural Branding in Shetland and Other Islands Island Studies Journal |
| title | Branding From Above: Generic Cultural Branding in Shetland and Other Islands |
| title_full | Branding From Above: Generic Cultural Branding in Shetland and Other Islands |
| title_fullStr | Branding From Above: Generic Cultural Branding in Shetland and Other Islands |
| title_full_unstemmed | Branding From Above: Generic Cultural Branding in Shetland and Other Islands |
| title_short | Branding From Above: Generic Cultural Branding in Shetland and Other Islands |
| title_sort | branding from above generic cultural branding in shetland and other islands |
| url | https://doi.org/10.24043/isj.221 |
| work_keys_str_mv | AT adamgrydehøj brandingfromabovegenericculturalbrandinginshetlandandotherislands |