Branding Food Culture: UNESCO Creative Cities of Gastronomy

Pearson, David and Pearson,Thomas (2015) Branding Food Culture: UNESCO Creative Cities of Gastronomy. Journal of Food Products Marketing, 1-14. doi:10.1080/10454446.2014.1000441

Author Pearson, David
Title Branding Food Culture: UNESCO Creative Cities of Gastronomy
Journal name Journal of Food Products Marketing   Check publisher's open access policy
ISSN 1540-4102
Publication date 2015-12-15
Year available 2015
Sub-type Article (original research)
DOI 10.1080/10454446.2014.1000441
Open Access Status Not yet assessed
Start page 1
End page 14
Total pages 14
Place of publication Philadelphia, PA, United States
Publisher Routledge
Collection year 2016
Language eng
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 article analyzes the co-branding between the United Nations and urban centers who are successful in becoming UNESCO Creative Cities of Gastronomy. Cities with this status have the potential to generate benefits in the form of enhanced brand image, with associated economic and social rewards. However, to achieve this, significant ongoing investment is required to create awareness among potential tourists and investors, and in the development of enhanced pride and coordination among city residents and businesses. The relatively low number of existing UNESCO Creative Cities of Gastronomy, being a total of five from around the globe, have all the early adopter advantages and challenges. It is anticipated numerous other cities will follow this lead over coming years as a result of efforts from UNESCO to raise the profile of its Creative Cities program, alongside individual cities prioritizing food tourism in their economic development plans and increasing global importance of food security as evidenced by it being the theme for World Exposition being hosted by Italy in 2015.
Keyword Brand
Food tourism
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
School of Biomedical Sciences Publications
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