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Capturing the essence of a brand from its history: The case of Scottish tourism marketing

Yeoman, I, Durie, A, McMahon-Beattie, U and Palmer, A (2005) Capturing the essence of a brand from its history: The case of Scottish tourism marketing. Brand Management, 13 (2). pp. 134-147. [Journal article]

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URL: http://www.palgrave-journals.com/bm/journal/v13/n2/index.html

DOI: 10.1057/palgrave.bm.2540253

Abstract

History has a habit of repeating itself but many people tend to forget this. This paper sets out to show how the history of Scottish tourism becomes a pattern for the future. In a climate of consumer trends, such as escapism, wellbeing and culture, the past becomes a retrospect of the future. By focusing on experience, cultural capital and authenticity, a marketing proposition is created through a brand essence that reinforces the philosophy that history is the future. Journal of Brand Management (2005) 13, 134–147; doi:10.1057/palgrave.bm.2540253

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29240
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 10:57
Last Modified:10 Apr 2014 10:57

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