Island Branding, Identity, and Economic Self-Discovery: A Simulation Model

Leseure, M. (2014) Island Branding, Identity, and Economic Self-Discovery: A Simulation Model. International Journal of Applied Decision Science, 7 (4). pp. 343-360. ISSN 1755-8077

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This paper argues that challenges faced when implementing a nation brand can be better understood and visualised through a simulation approach. A conceptual model of the collective learning process triggered by branding is formulated and its properties are investigated through a Monte Carlo simulation. The implications of the model are illustrated through two different branding projects in the Isle of Man: the Freedom to Flourish brand and the development of the Isle of Man International Tax Personality. The paper shows that a successful nation branding project depends more on an effective management and support of a set of social dynamics processes rather than on formulating a brand statement accurately in the first place.

Item Type: Articles
Subjects: H Social Sciences > HF Commerce
Divisions: Academic Areas > Business School
Depositing User: Michel Leseure
Date Deposited: 02 Feb 2017 13:26
Last Modified: 11 Feb 2021 09:35

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