Faculty Advisor

Golding, Dominic

Faculty Advisor

Stapleton, Patricia A.

Center

LOND / London Project Center

Abstract

The Camden London Borough Council has experienced significant budget reductions following a substantial decrease in funding from central government. The goal of this project was to investigate how the Council might capitalize on the unique location and assets of the borough through place branding to generate revenue and reduce the budget gap. Through desk-based research and stakeholder interviews, we found that the best approach would be to highlight the distinct characteristics of each neighborhood in Camden, rather than rebranding the entire borough under a common theme. Based on our findings, we formulated seven succinct recommendations regarding potential future initiatives and proposed a branding strategy for the Council, accordingly.

Publisher

Worcester Polytechnic Institute

Date Accepted

April 2015

Project Type

Interactive Qualifying Project

Accessibility

Unrestricted

Advisor Department

Interdisciplinary Programs

Advisor Department

Social Science and Policy Studies

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