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Branding Orlando For Global Competitiveness
內容大綱
The case considers the necessity for rebranding the city of Orlando, Florida, which has a brand known worldwide as a destination only for tourism and sunshine. However, the Greater Orlando Area not only houses many other promising industries including technology, defence and simulation but also has a diverse community and a trade scene with vast potential. Yet, why has Orlando not been recognized as a great place to conduct business? Why is its reputation tied only to tourism? How can the city be marketed as a vibrant business destination in addition to a tourist destination? Many variables affect the brand and, therefore, perception of the city. What can be done to make Orlando more attractive and, through this, become a world city?
學習目標
<ul><li>This case is appropriate for use in international marketing, business strategy and brand management courses to illustrate the importance of city branding/marketing.</li><li>The case introduces students to material related to the relatively new area of city marketing and branding. </li><li>It allows students to evaluate potential business opportunities using various business models and encourages them to analyze the qualitative data presented to the decision maker. </li><li>The case permits students to develop solutions to address the difficult issue of controlling and/or adapting a brand, which often involves uncontrollable factors and requires a significant amount of time. </li></ul>