Title

Toward a model for future rail place branding

Document Type

Conference publication

Publication details

Spriggs, D & von der Heidt 2013, 'Toward a model for future rail place branding', ANZMAC 2013 Conference Proceedings, Auckland, NZ, 2-4 December, ANZMAC.

Available on Open Access

Abstract

This paper aims to improve our understanding of how to conceptualise the rail industry in Australia as a brand. It profiles the rail industry and highlights currently held perceptions. An overview of product, corporate and place branding literature is undertaken, indicating areas where domains are under-theorised or under-researched. Three extant frameworks conceptualising different aspects of place branding are explained. Drawing on these frameworks, a new model for rail place branding is presented. Based on this model, a research agenda and recommendations for industry action to enhance branding are outlined.