TY - JOUR
T1 - Capturing the essence of a brand from its history: The case of Scottish tourism marketing
AU - Yeoman, I
AU - Durie, A
AU - McMahon-Beattie, U
AU - Palmer, A
PY - 2005
Y1 - 2005
N2 - History has a habit of repeating itself but many people tend to forget this. This paper sets out to show how the history of Scottish tourism becomes a pattern for the future. In a climate of consumer trends, such as escapism, wellbeing and culture, the past becomes a retrospect of the future. By focusing on experience, cultural capital and authenticity, a marketing proposition is created through a brand essence that reinforces the philosophy that history is the future. Journal of Brand Management (2005) 13, 134–147; doi:10.1057/palgrave.bm.2540253
AB - History has a habit of repeating itself but many people tend to forget this. This paper sets out to show how the history of Scottish tourism becomes a pattern for the future. In a climate of consumer trends, such as escapism, wellbeing and culture, the past becomes a retrospect of the future. By focusing on experience, cultural capital and authenticity, a marketing proposition is created through a brand essence that reinforces the philosophy that history is the future. Journal of Brand Management (2005) 13, 134–147; doi:10.1057/palgrave.bm.2540253
U2 - 10.1057/palgrave.bm.2540253
DO - 10.1057/palgrave.bm.2540253
M3 - Article
SN - 1479-1803
VL - 13
SP - 134
EP - 147
JO - Journal of Brand Management
JF - Journal of Brand Management
IS - 2
ER -