Master of Arts (MA)
Semester of Degree Completion
Brian C. Sowa
Branding and marketing, in a world where much emphasis is placed on commercialism, are inextricably linked, and carry significant weight. Brands, as we have come to know them, are seemingly ubiquitous, and represent an omnipresent way for many businesses to communicate vital information about their products to existing, as well as, prospective customers. However, while many persons consider branding to be directly related to huge corporations, branding has expanded its repertoire to include nations. While many scholars of marketing and branding have placed keen attention on the branding of corporations, very little attention has been placed on the branding of nations, especially in relation to the tourism industry. Therefore, in light of the obvious lack of extensive research focusing on branding through tourism, I intend to, through my own examination, shed more light on the aforementioned concept, as it pertains to Jamaica's tourism industry in order to understand the current strategies being used to enhance its tourism product. Hence, the purpose of this paper is to examine nation branding as an emerging concept, in an effort to establish how this form of marketing is being used by tourism sector to create a unique and competitive advantage for the island, to secure its position as a top destination for travelers.
White, Thelca Patrice, "Stepping out from the Crowd: (Re)branding Jamaica's Tourism Product through Sports and Culture" (2015). Masters Theses. 2367.