UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon

David PEARSON, Thomas Pearson

    Research output: A Conference proceeding or a Chapter in BookConference contribution

    Abstract

    Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. The development and continuation of valuable brands requires a return to those who invest in them. This paper reviews the co-branding between the United Nations and urban centres who aspire to known as UNESCO Gastronomy Cities. Cities who achieve this award have the potential to receive a return on their efforts in the form of enhanced brand image, with associated economic and social benefits. However, the relatively low number of UNESCO Cities of Gastronomy indicates that the award may suffer from a combination of low level of awareness amongst prospective cities, high barriers to achieving it and/or inadequate benefits. Further research is proposed to identify opportunities for enhancing the profile of UNESCO Gastronomy Cities.
    Original languageEnglish
    Title of host publicationInternational Food Marketing Research Symposiuim: Conference Proceedings, Part 2
    EditorsM Lang, J Stanton
    PublisherInstitute of Food Products Marketing
    Pages101-112
    Number of pages12
    Volume2
    ISBN (Print)9780985608026
    Publication statusPublished - 2014
    EventInternational Food Marketing Research Symposium - Aarhus, Aarhus, Denmark
    Duration: 19 Jun 201420 Jun 2014

    Conference

    ConferenceInternational Food Marketing Research Symposium
    CountryDenmark
    CityAarhus
    Period19/06/1420/06/14

    Fingerprint

    Icon
    Gastronomy
    Food
    Social benefits
    Intangibles
    United Nations
    Brand image
    Co-branding
    Branding
    Economic benefits
    Marketing

    Cite this

    PEARSON, D., & Pearson, T. (2014). UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon. In M. Lang, & J. Stanton (Eds.), International Food Marketing Research Symposiuim: Conference Proceedings, Part 2 (Vol. 2, pp. 101-112). Institute of Food Products Marketing.
    PEARSON, David ; Pearson, Thomas. / UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon. International Food Marketing Research Symposiuim: Conference Proceedings, Part 2. editor / M Lang ; J Stanton. Vol. 2 Institute of Food Products Marketing, 2014. pp. 101-112
    @inproceedings{60186124c2374954ba3dc3be6f04567f,
    title = "UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon",
    abstract = "Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. The development and continuation of valuable brands requires a return to those who invest in them. This paper reviews the co-branding between the United Nations and urban centres who aspire to known as UNESCO Gastronomy Cities. Cities who achieve this award have the potential to receive a return on their efforts in the form of enhanced brand image, with associated economic and social benefits. However, the relatively low number of UNESCO Cities of Gastronomy indicates that the award may suffer from a combination of low level of awareness amongst prospective cities, high barriers to achieving it and/or inadequate benefits. Further research is proposed to identify opportunities for enhancing the profile of UNESCO Gastronomy Cities.",
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    PEARSON, D & Pearson, T 2014, UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon. in M Lang & J Stanton (eds), International Food Marketing Research Symposiuim: Conference Proceedings, Part 2. vol. 2, Institute of Food Products Marketing, pp. 101-112, International Food Marketing Research Symposium, Aarhus, Denmark, 19/06/14.

    UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon. / PEARSON, David; Pearson, Thomas.

    International Food Marketing Research Symposiuim: Conference Proceedings, Part 2. ed. / M Lang; J Stanton. Vol. 2 Institute of Food Products Marketing, 2014. p. 101-112.

    Research output: A Conference proceeding or a Chapter in BookConference contribution

    TY - GEN

    T1 - UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon

    AU - PEARSON, David

    AU - Pearson, Thomas

    PY - 2014

    Y1 - 2014

    N2 - Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. The development and continuation of valuable brands requires a return to those who invest in them. This paper reviews the co-branding between the United Nations and urban centres who aspire to known as UNESCO Gastronomy Cities. Cities who achieve this award have the potential to receive a return on their efforts in the form of enhanced brand image, with associated economic and social benefits. However, the relatively low number of UNESCO Cities of Gastronomy indicates that the award may suffer from a combination of low level of awareness amongst prospective cities, high barriers to achieving it and/or inadequate benefits. Further research is proposed to identify opportunities for enhancing the profile of UNESCO Gastronomy Cities.

    AB - Although branding is a well-established practice in consumer goods marketing its application to intangibles is a relatively new activity. The development and continuation of valuable brands requires a return to those who invest in them. This paper reviews the co-branding between the United Nations and urban centres who aspire to known as UNESCO Gastronomy Cities. Cities who achieve this award have the potential to receive a return on their efforts in the form of enhanced brand image, with associated economic and social benefits. However, the relatively low number of UNESCO Cities of Gastronomy indicates that the award may suffer from a combination of low level of awareness amongst prospective cities, high barriers to achieving it and/or inadequate benefits. Further research is proposed to identify opportunities for enhancing the profile of UNESCO Gastronomy Cities.

    KW - communication

    KW - marketing

    KW - food

    M3 - Conference contribution

    SN - 9780985608026

    VL - 2

    SP - 101

    EP - 112

    BT - International Food Marketing Research Symposiuim: Conference Proceedings, Part 2

    A2 - Lang, M

    A2 - Stanton, J

    PB - Institute of Food Products Marketing

    ER -

    PEARSON D, Pearson T. UNESCO Gastronomic Cities: Using food to brand a city as a cultural icon. In Lang M, Stanton J, editors, International Food Marketing Research Symposiuim: Conference Proceedings, Part 2. Vol. 2. Institute of Food Products Marketing. 2014. p. 101-112