COMMUNITY REBRANDING: A CASE STUDY A Project Presented to the Faculty of California State Polytechnic University, Pomona In Partial Fulfillment Of the Requirements for the Degree Master of Science In Hospitality Management By Michelle L. Pecheck Spring 2015 SIGNATURE PAGE PROJECT: COMMUNITY REBRANDING: A CASE STUDY AUTHOR: Michelle L. Pecheck DATE SUBMITTED: Spring 2015 The Collins College of Hospitality Management Dr. Ed Merritt _________________________________________ Project Committee Chair Associate Professor Dr. Margie Jones _________________________________________ Associate Professor Dr. Neha Singh _________________________________________ Director of Graduate Studies Associate Professor ii ABSTRACT Intro: This case study profiles Claremont, a city of approximately 37,000 residents. Since its formation in 1887, it has primarily been known as a college town with a history of citrus production. This case study investigates what components would need to be in place to rebrand or reposition the city as a unique, healthful destination. Case: A resident survey, interviews, and focus groups were used to gather qualitative data about residents’ perceptions of the city’s current brand and potential rebranding. Management & Outcome: Scope of work for the focus city included data gathering from residents, and identification of projects, services, and designations to support marketing of the city as a health/wellness destination. Discussion: Data from surveys, focus groups, and key informant interviews indicated that residents were uncertain of the City’s current brand, in general appeared to care little about the brand, and lacked information about the City’s interest in a possible future rebranding. Further, City documents revealed a history of departmental rebrandings that may have obscured the City’s current brand image. Recommendations for the future include making no change of brand without resident and key stakeholder buy-in; sponsorship of health-related events versus rebranding; and possible creation of a staff position such as Public Health Specialist responsible for assessing the health impacts of City initiatives, resolutions, and policies, and assisting the City’s DMO in marketing healthful aspects of the City. iii TABLE OF CONTENTS Signature Page .............................................................................................................. ii Abstract ......................................................................................................................... iii List of Tables ................................................................................................................. viii List of Figures ................................................................................................................ ix Chapter 1: Introduction ................................................................................................ 1 Nature and Purpose of Study ........................................................................... 2 Assumptions ...................................................................................................... 3 Problem Statement .......................................................................................... 3 Scope of Work .................................................................................................. 4 Research Questions ......................................................................................... 4 Theory .............................................................................................................. 5 Chapter Summary ............................................................................................. 5 Chapter 2: Background: City of Claremont ................................................................... 6 City History ........................................................................................................ 6 City At A Glance ................................................................................................ 7 Census Data ...................................................................................................... 7 Employment ..................................................................................................... 9 Evolution of the Claremont Brand ................................................................... 10 Chapter Summary ............................................................................................. 15 iv Chapter 3: Literature Review ........................................................................................ 16 Conducting A Case Study .................................................................................. 16 Ethical Research ............................................................................................... 17 Qualitative Research Methodology .................................................................. 18 Brand Management ......................................................................................... 20 Corporate Branding .......................................................................................... 21 Destination Branding ....................................................................................... 24 City and Place Branding ................................................................................... 26 City and Destination Rebranding ..................................................................... 28 Slogans ............................................................................................................. 32 Wellness Tourism ............................................................................................. 34 Chapter Summary ............................................................................................. 37 Chapter 4: Methodology ............................................................................................... 38 Unit of Measure ............................................................................................... 39 Review and Permissions ................................................................................... 39 Study Participants ............................................................................................. 39 Origination of Initial Survey Questions ............................................................ 40 Pilot Study ........................................................................................................ 40 Windshield Survey ........................................................................................... 41 v Questionnaires ................................................................................................. 42 Focus Groups .................................................................................................... 44 Focus Group Activities ..................................................................................... 45 Incentive ........................................................................................................... 45 Key Informant Interviews ................................................................................. 46 Chapter Summary ............................................................................................. 48 Chapter 5: Analysis and Results ................................................................................... 49 Preliminary Findings .......................................................................................... 49 Expected Findings ............................................................................................. 50 Unexpected Findings ........................................................................................ 53 Analysis of Residents’ Responses ..................................................................... 56 Analysis of City Departmental Data ................................................................. 57 Analysis of Data Relative to Research Questions ............................................ 59 Chapter Summary ............................................................................................. 65 Chapter 6: Discussion ................................................................................................... 66 Focus Group Data .............................................................................................. 66 Brand Attribute Importance ............................................................................ 76 Current Brand Slogan ....................................................................................... 80 Study Strengths ................................................................................................ 82 Limitations ........................................................................................................ 83 Future Research ............................................................................................... 83 vi Lessons Learned ............................................................................................... 84 Chapter Summary ............................................................................................. 85 Chapter 7: Recommendations ..................................................................................... 86 Chapter Summary ............................................................................................. 93 Chapter 8: Conclusion 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