120 pages | 7 B/W Illus.
This book delves into neighborhood branding by looking at the City of Orlando and the identities that set each neighborhood apart from another.
Orlando is an international tourism capital, known for its abundant theme parks that allow for an escape from reality. The word Orlando is almost synonymous with Disney and Mickey Mouse – and for good reason. This place brand identity is so strong outsiders have trouble realizing locals have an often drastically different view of the city. But what else is there? What other brand identities does the place have? The stories from this case study highlight how local stakeholders play a vital role in the success of an overall place brand while also taking steps to maintain their own unique neighborhood vibes.
This book will be valuable to academics and students interested in neighborhood branding and shaping identity from the perspective of tourism, geography and urban studies.
Introduction 1. So What is a Neighborhood? 2. Orlando’s Neighborhood Philosophy 3. Emotional Reasons for Choosing a Neighborhood 4. Pragmatic Reasons for Choosing a Neighborhood 5. #OrlandoUnited – Community Cohesion After Pulse Conclusion