2017/03/06 by Giannina Warren, Keith Dinnie · 1 citation
Social Sciences · Business, Management and Accounting · #Diverse Aspects of Tourism Research #Cultural Industries and Urban Development #Hospitality and Tourism Education #Icon #Place branding #Originality #Value (mathematics) #Sociology #Public relations #Marketing #Qualitative research #Advertising #Business #Computer science #Political science #Tourism #Social science
paper · doi:10.1108/ijtc-10-2016-0035
openalex publication_date 2017/03/06 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/02
Purpose The purpose of this paper is to explore the place branding dimensions of a city undergoing a concerted effort to build a distinctive brand for itself. Design/methodology/approach A qualitative, exploratory approach is adopted, applying the ICON model of place branding to the multistakeholder city branding strategy of Toronto. A combination of interviews, participant observation, content analysis and professional reflection inform the study. Findings Toronto’s emergence as a creative city with global standing has been achieved, in part, through a holistic and collaborative approach that is integrated, contextualized, organic and new. Practical implications Place and destination promoters are offered a practical application of the ICON model of place branding, informing future initiatives and offering insight into good practice. Originality/value Viewed through the lens of the ICON model, the paper provides insights into the collaborative and innovate practices that characterize effective city branding.