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Exploratory study of the use of rebranding concepts and theories to rejuvenate Dublin Docklands

Boye Hansen, Mette (2019) Exploratory study of the use of rebranding concepts and theories to rejuvenate Dublin Docklands. Masters thesis, Dublin, National College of Ireland.

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Purpose: The study explores which mainstream rebranding concepts and theories are being used to rejuvenate Dublin Docklands. The study particularly seeks to uncover the approach, processes and strategies applied as well as the method of measurements to determine success.

Context: Branding of places has seen an increase worldwide with the changes to a more competitive marketplace. Rebranding of places deserves more attention from researchers in order to establish principles and guidelines to assist practitioners and organisations.

Literature: Existing literature within place branding has mostly focused on examining its confused identity and the complexity of the application of mainstream branding concepts to an area rather than a company. There is agreement that branding strategies are used widely as a place strategy throughout the world, these uses has led to discussions around their suitability and questioning the “one size fits all” approach. There remain a lack of studies into the use of traditional rebranding concepts as a strategy to reposition and change a negative image of a place.

Methodology: This research is an exploratory study with an inductive qualitative approach. Six in-depth interviews were conducted with two different public sector organisations and two branding strategy agencies, all involved in the Dublin Docklands project in terms of management and development. A thematic analysis was used to uncover relevant themes to the research objectives.

Findings: The key findings suggests a limited application of rebranding concepts and theories to rejuvenate the Docklands, which indicated a difference from what the place branding literature proposes. The findings gives insights into which processes and strategies are applied with a focus to uplift and improve an area in terms of infrastructure and attractions offered, as well as the involvement of the stakeholder throughout. This presents a single case study, but one which provides empirical insights and theoretical thinking which can be of benefit to academia for future research and theory development of a framework for places, which can guide practitioners through the complex process of place rebranding.

Originality: There is research dedicated to the study of place branding, however research attempting to discover which rebranding concepts and theories are being used to improve the image of an urban area is scarce.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HN Social history and conditions. Social problems. Social reform > Community Development
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 24 Oct 2019 13:21
Last Modified: 24 Oct 2019 13:21

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