IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v18y2022i2d10.1057_s41254-021-00202-w.html
   My bibliography  Save this article

Revamping heritage brand: a case of Murshidabad, West Bengal, India

Author

Listed:
  • Saikat Banerjee

    (Indian Institute of Foreign Trade (IIFT-Deemed University Under Ministry of Commerce & Industry, GOI))

  • Paroma Mitra Mukherjee

    (Management Development Institute (MDI))

Abstract

In the recent past, city and state branding became essential to the respective state officials in different parts of the world. However, in the unorganized tourism market of India, the primary challenge is to create brand differentiation. Heritage tourism is one of the important models of India's tourism industry, and Murshidabad brand is positioned as a heritage brand as the place is famous for its history for years. Murshidabad district of West Bengal, India, was famous for its heritage sites and culture of Nawabs of Bengal. In pre-independence time, Murshidabad, during the era of Nawabs of Bengal, was the most critical place of economic activities of the state. The case study dealt with the branding initiatives of the state of West Bengal to make Murshidabad a heritage brand in the tourism market. It touched on the difficulties faced by the Government to maintain sustainable brand-building initiatives and maintaining the same for long-run success. The study explained the underlying issues confronted by the place and the brand and how they were addressed. The current study's focus is to explain place branding strategies that marketers may adopt to create heritage brands in the tourism market. Besides, it touches on the difficulties faced by the Government to maintain sustainable brand-building initiatives and maintaining the same for long-run success.

Suggested Citation

  • Saikat Banerjee & Paroma Mitra Mukherjee, 2022. "Revamping heritage brand: a case of Murshidabad, West Bengal, India," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 190-200, June.
    • Handle: RePEc:pal:pbapdi:v:18:y:2022:i:2:d:10.1057_s41254-021-00202-w
    DOI: 10.1057/s41254-021-00202-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-021-00202-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-021-00202-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    2. Cecilia Pasquinelli & Jukka Teräs, 2013. "Branding Knowledge-intensive Regions: A Comparative Study of Pisa and Oulu High-Tech Brands," European Planning Studies, Taylor & Francis Journals, vol. 21(10), pages 1611-1629, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    2. David J Madden, 2018. "Pushed off the map: Toponymy and the politics of place in New York City," Urban Studies, Urban Studies Journal Limited, vol. 55(8), pages 1599-1614, June.
    3. Radu Săgeată & Bianca Mitrică & Irena Mocanu, 2021. "Centralized Industrialization in the Memory of Places. Case Studies of Romanian Cities," Societies, MDPI, vol. 11(4), pages 1-16, October.
    4. Gary Warnaby & David Bennison & Dominic Medway, 2011. "Branding a Roman Frontier in the Twenty-first Century," Chapters, in: Andy Pike (ed.), Brands and Branding Geographies, chapter 15, Edward Elgar Publishing.
    5. Ida Andersson & Laura James, 2018. "Altruism or entrepreneurialism? The co-evolution of green place branding and policy tourism in Växjö, Sweden," Urban Studies, Urban Studies Journal Limited, vol. 55(15), pages 3437-3453, November.
    6. Ghafele, Roya & Vanderslott, Samantha, 2011. "Trademarks as Fictitious Commodities: An Erosion of the Public Interest? An Assessment of the use of trademarks over urban space at the example of London’s Regent Street and Paris’ Champs-Elysées," MPRA Paper 36321, University Library of Munich, Germany.
    7. Jana Burešová & Jaromír Štůsek, 2017. "Interdisciplinary Model of a Brand in a Competitive Environment," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(5), pages 1663-1669.
    8. Beatriz Plaza & Pilar Gonzalez-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2013. "Culture-led City Brands as Economic Engines: Theory and Empirics," ACEI Working Paper Series AWP-05-2013, Association for Cultural Economics International, revised Oct 2013.
    9. Cecilia Pasquinelli, 2011. "Place Branding and Cooperation: Can a Network of Places be a Brand?," Chapters, in: Andy Pike (ed.), Brands and Branding Geographies, chapter 14, Edward Elgar Publishing.
    10. Yong Sun & Yalin Wang & Baoyin Liu & Zhongrui Sun, 2023. "Evolutionary game of destination brand co‐construction with government involvement," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2125-2136, June.
    11. Cecilia Pasquinelli, 2010. "The Limits of Place Branding for Local Development: The Case of Tuscany and the Arnovalley Brand," Local Economy, London South Bank University, vol. 25(7), pages 558-572, September.
    12. Lies Messely & Joost Dessein & Elke Rogge, 2015. "Behind the Scenes of Place Branding: Unraveling the Selective Nature of Regional Branding," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 106(3), pages 291-306, July.
    13. Magdalena Grebosz-Krawczyk, 2021. "Place branding (r)evolution: the management of the smart city’s brand," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(1), pages 93-104, March.
    14. Jongwon Won & Jong Yoon Lee & Jong Woo Jun, 2020. "Influences of SNS (Social Network Service) Uses and Musical Consumption on City Branding: A Focus on Broadway, New York and the West End, London," Sustainability, MDPI, vol. 12(9), pages 1-10, May.
    15. David Jaffee, 2015. "‘A Deeper Channel Floats all Boats’: The Port Economy as Urban Growth Engine," Environment and Planning A, , vol. 47(4), pages 783-800, April.
    16. Douglas Chiguvi & Elvis Madondo & Zenzo Dube, 2019. "The Importance of Customer Relationship Management in the Local Government Authorities in Zimbabwe," Applied Economics and Finance, Redfame publishing, vol. 6(6), pages 15-29, November.
    17. Zavattaro, Staci M. & Daspit, Joshua J. & Adams, Frank G., 2015. "Assessing managerial methods for evaluating place brand equity: A qualitative investigation," Tourism Management, Elsevier, vol. 47(C), pages 11-21.
    18. Ashworth, Gregory & Page, Stephen J., 2011. "Urban tourism research: Recent progress and current paradoxes," Tourism Management, Elsevier, vol. 32(1), pages 1-15.
    19. Eko Nursanty & Atik Suprapti & Joesron Alie Syahbana, 2017. "The application of tourist gaze theory to support city branding in the planning of the historic city Surakarta, Indonesia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(3), pages 223-241, August.
    20. María José Álvarez Rivadulla & Diana Bocarejo, 2014. "Beautifying the Slum: Cable Car Fetishism in Cazucá, Colombia," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 38(6), pages 2025-2041, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pbapdi:v:18:y:2022:i:2:d:10.1057_s41254-021-00202-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.