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In less than thirty years, King Island - in Australia’s Bass Strait - has become popularly synonymous with quality foods and unspoilt beauty. The marketing success of King Island Dairy, in particular,...
Branding From Above: Generic Cultural Branding in Shetland and other Islands
branding identity islands marketing Shetland tourism
2010/9/13
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 S...