Island Branding, Identity, and Economic Self-Discovery: A Simulation Model

Leseure, Michel (2014) Island Branding, Identity, and Economic Self-Discovery: A Simulation Model.

View this record at http://eprints.chi.ac.uk/2476/
Official URL: 10.1504/IJADS.2014.065220

Abstract

This paper argues that challenges faced when implementing a nation brand can be better understood and visualised through a simulation approach. A conceptual model of the collective learning process triggered by branding is formulated and its properties are investigated through a Monte Carlo simulation. The implications of the model are illustrated through two different branding projects in the Isle of Man: the Freedom to Flourish brand and the development of the Isle of Man International Tax Personality. The paper shows that a successful nation branding project depends more on an effective management and support of a set of social dynamics processes rather than on formulating a brand statement accurately in the first place.

Item Type: Article
Keywords: HF Commerce
Members: University of Chichester
Depositing User: ULCC Admin
Date Deposited: 03 Feb 2017 04:15
Last Modified: 03 Feb 2017 04:15
URI: http://collections.crest.ac.uk/id/eprint/15149

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