Brand Architecture in Cultural and Creative Places: Endorsed Brand Strategies

Abstract

This research investigates the application of the endorsed brand strategy by cultural and creative actors on the periphery of established cultural and creative spaces. The study focuses on two cultural and creative quarters in the United Kingdom: the Ouseburn Valley, in Newcastle Upon Tyne, and Digbeth, in Birmingham. By analysing these case studies, the research explores how peripheral actors leverage the reputation and appeal of central, established brands to enhance their own visibility and appeal. Consequently, the study analyses brand architecture techniques and their applicability to cultural and creative places.

A key finding is the effective use of endorsed brand strategies by peripheral actors, who have developed independent brands that are intrinsically linked to the district's central brand. This synergy between peripheral and central actors not only promotes the peripheral entities but also contributes to the district’s overall appeal.