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Authors
Advisor(s)
Abstract(s)
The present work analyses how tourism and non-tourism place brands are integrated
under an umbrella national brand, and how the tourism brand may have little value or
even prove negative for other industry sectors. The study examines the development of Brand
New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade
brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived
internationally as innovative and creative in order to advantage non-tourism and agricultural
enterprises. However, while the ‘clean, green and smart’ proposition had domestic
appeal it did not have broad international impact. The research highlights the importance of
understanding effects of destination branding in a broader policy and place branding context.
Description
Keywords
Place branding New Zealand Tourism Innovation
Citation
In: European Journal of Tourism, Hospitality and Recreation. Vol. I, Issue 1, pp. 68-89, 2010.