This paper aims to improve our understanding of how to conceptualise the rail industry in Australia as a brand. It profiles the rail industry and highlights currently held perceptions. An overview of product, corporate and place branding literature is undertaken, indicating areas where domains are under-theorised or under-researched. Three extant frameworks conceptualising different aspects of place branding are explained. Drawing on these frameworks, a new model for rail place branding is presented. Based on this model, a research agenda and recommendations for industry action to enhance branding are outlined.
Conference paper
Toward a model for future rail place branding
ANZMAC
Australian and New Zealand Marketing Academy Conference (ANZMAC) : Engaging With Our Future (Auckland, New Zealand, 02/12/2013 - 04/12/2013)
2013
Metrics
25 Record Views
Abstract
Details
- Title
- Toward a model for future rail place branding
- Creators
- David Spriggs - Southern Cross UniversityTania von der Heidt - Southern Cross University
- Conference
- Australian and New Zealand Marketing Academy Conference (ANZMAC) : Engaging With Our Future (Auckland, New Zealand, 02/12/2013 - 04/12/2013)
- Publisher
- ANZMAC
- Identifiers
- 1973; 991012821243702368
- Academic Unit
- Management; School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference paper