Keyword: branding

The use of arts and creativity in place branding strategy

This research was conducted by Waldemar Cudny, Roberta Comunian and Anita Wolaniuk at the Jan Kochanowski University, Poland and two other institutions

Summary

Place branding is increasingly common, and this paper examines how the post-industrial city of Łódź in Poland has devised a branding strategy to combine its complex heritage …

How brand museums turn products into heritage

This research was conducted by Damien Chaney, Mathilde Pulh and Rémi Mencarelli at the Université de Reims Champagne-Ardenne and two other institutions, France

Summary

This paper is about the museum of the Laughing Cow, the commercial brand of cheese manufactured by Bel Group. It shows how, through the use of a …