Brand Architecture in Cultural and Creative Places: Endorsed Brand Strategies
| dc.contributor.author | García Carrizo, Jennifer | |
| dc.date.accessioned | 2025-02-03T10:38:19Z | |
| dc.date.available | 2025-02-03T10:38:19Z | |
| dc.date.issued | 2025-01-30 | |
| dc.description | Esta investigación indaga en la aplicación de la estrategia de marca respaldada por parte de agentes culturales y creativos de la periferia enlos espacios culturales y creativos establecidos. El estudio se centra en dos distritosculturales y creativosdel Reino Unido: Ouseburn Valley, en Newcastle upon Tyne, y Digbeth, en Birmingham. Mediante el análisis de estos casos, la investigación explora cómo los actores periféricos aprovechan la reputación y el atractivo de las principales marcas establecidas para aumentar su propia visibilidad y atractivo. En consecuencia, el estudio analiza las técnicas de arquitectura de marca y su aplicabilidad a los distritosculturales y creativos.Un hallazgo clave es el uso eficaz de estrategias de marca respaldada por los actores periféricos, que han desarrollado marcas independientes intrínsecamente vinculadas a la marca central del distrito. Esta sinergia entre actores periféricos y centrales contribuye al atractivo general del espacio creativo y cultural. | |
| dc.description.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. | |
| dc.identifier.citation | García Carrizo, J. (2025). Brand Architecture in Cultural and Creative Places: Endorsed Brand Strategies. Street Art & Urban Creativity, 11(1), 61–76. https://doi.org/10.25765/sauc.v11.5683 | |
| dc.identifier.doi | https://doi.org/10.25765/sauc.v11.5683 | |
| dc.identifier.issn | 2183-9956 (online) | |
| dc.identifier.issn | 2183-3869 (print) | |
| dc.identifier.uri | https://hdl.handle.net/10115/74337 | |
| dc.language.iso | en | |
| dc.publisher | VisualCOM Scientific Publications | |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | en |
| dc.rights.accessRights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.title | Brand Architecture in Cultural and Creative Places: Endorsed Brand Strategies | |
| dc.type | Article |