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

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  • 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.