Change search
ReferencesLink to record
Permanent link

Direct link
Branding Sri Lanka: A case study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This bachelor thesis is conducted as a Minor Field Study (MFS) in Sri Lanka, funded by the Swedish International Development Cooperation Agency (SIDA).

The tourism industry have become a key factor for economic growth in several developing countries. A section of branding which refers to branding of a whole country is place branding. Place branding is seen as a complex process which involves multiple parts of the country.

In order to ease for brand managers and to develop the theory of place branding, Hanna and Rowley (2011) have developed a new model of place branding. The model is named the Strategic place brand management model (SPBM- model) and consists of components which are argued to be essential parts in the process of branding a place. Developing countries have a need for place branding practices in order to create economic growth. The SPBM-model could therefore be a useful contribution to the research field of place branding in developing countries.

The research questions of this research was therefore firstly to see how Sri Lanka work with the components in the SPBM-model, and second to find out which components in the SPBM-model that can be seen as important based on Sri Lankan conditions. This to answer the purpose of this thesis: explore how the SPBM-model can be applied on the process of branding Sri Lanka. The study was made through a case study of the developing country of Sri Lanka. In order to gain data, seven semi-structured interviews were conducted with officials working with branding Sri Lanka as a tourism destination.

By putting the SPBM-model on the Sri Lankan place branding process it can be interpreted that all components are tightly connected to each other, and some parts seems to be more important for Sri Lanka then others. If Sri Lanka put more time and effort in the three components of infrastructure, stakeholders and evaluation, also the other six components of the SPBM-model (identity, brand experience, WOM, architecture, communication andarticulation) indirect will be affected in a positive way.

Place, publisher, year, edition, pages
2013. , 73 p.
Keyword [en]
place branding, country branding, destination branding, tourism, economic growth, developing countries, branding, brand evaluation, infrastructure, stakeholders engagement, brand identity, brand architecture, brand communication, brand articulation, word-of-mouth, brand experience, Sri Lanka
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-28605OAI: diva2:646392
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
, Växjö (English)
Available from: 2013-09-11 Created: 2013-09-01 Last updated: 2013-09-11Bibliographically approved

Open Access in DiVA

Branding Sri Lanka(972 kB)1222 downloads
File information
File name FULLTEXT01.pdfFile size 972 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Eriksson, GabriellaRudell, Sofia
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1222 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 387 hits
ReferencesLink to record
Permanent link

Direct link