Date of Award

Winter 2016

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Douglas R. Bruce

Abstract

This creative project explores the subject of brand sustainability for local businesses. Evaluating bodies of literature in place branding and brand management, the project aims to investigate the trendy philosophy known as buy local, how small businesses can harness the power of their local community to both develop and sustain the company’s brand. With success from buy local campaigns, small businesses in return strengthen the community’s economy and the city’s brand. This essay uses Davis Bakery and Delicatessen, a 76-year-old Cleveland business, as a case study to illustrate the creation and maintenance of a buy local brand. The case study was developed from the perspective of an agency evaluating and developing a client’s brand strategy through competitive and market analyses, and the development of a creative brief and brand guidelines.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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