BRANDING CULTURAL HERITAGE: GLOBAL VS LOCAL

Publication Type:

Journal Article

Source:

MENON ©online Journal Of Educational Research, 4th Issue, April 2017, University of Western Macedonia - Faculty of Education, Issue 4, Florina, Greece, p.12 (2017)

Keywords:

brand, cultural heritage, Hippocrates, Larissa

Abstract:

While the general economic environment is uncertain, many cities turn to branding in order to gain tourist and economic growth. Heritage can play a significant role for brands because it can strengthen an emotional connection to local communities by reestablishing this connection to the past. A brand name represents something not epidermal but with deeper essence. Yet, many branding campaigns focus just on logos or slogans. The case of Hippocrates in the city of Larissa, central Greece, provides a different approach on how a brand name can be formed on a steady basis although this name has a global resonance

Full Text