Manly Brand Report

In: Business and Management

Submitted By wthreynell
Words 3284
Pages 14
Manly Brand Report

Table of Contents 1. Executive Summary 2. Introduction 3. Theories a. Holt’s Theory of Cultural Branding b. Hall’s Tourism and Market System 4. Case Study Introduction 5. Brand Strategies 6. Critical Analysis of Brand Strategies 7. Recommendations 8. Conclusion

Executive Summary
This report was commissioned to examine the Manly Council case study and the strategies they use for their business and how they can relate to actual marketing theories and models.

This research draws attention to the two strategies that Manly Council uses one of which is the beach and how they utilize this in enhancing the experience of tourists. Manly Council does this by placing eateries, shopping centers, services such as bike tours and aquariums and hosting annual events such as the International Jazz Festival. The Holt’s Theory of Cultural Branding where it states that brands are and can influence the societies culture fits into this strategy as Manly Council has created the ‘Surf City’ brand to align the values of its residents to create a beach culture for them to showcase to visitors. However in the strive for personal sovereignty is almost impossible through brands because cultural branding will force too many cultural icons for one to handle and time is short for one to reach sovereignty.

Further research indicates that social media is also a tool used by Manly Council to increase brand awareness. The Hall’s Tourism and Market system, which signifies that a tourists experience is the main point of business activates, fits into this strategy as tourist can share their experiences on social media sites such as Facebook and Twitter in which Manly Council has made accounts in. Although buy doing this Manly council may fall into mimicking the activities of young people as they are the main users of social…...

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