Liu, Yi-De - In: Journal of Place Management and Development 8 (2015) 2, pp. 147-162
Purpose – This paper aims to explore the effectiveness of a key branding campaign, based on a case study of Liverpool … investigating respondents’ impression on the Liverpool 08 brand and the branding campaign, and then by exploring the effects of the … campaign. The positioning of Liverpool compared with other similar cities is addressed in the end. Originality/value – Event …