COLLECTION NAME:
Graduate Thesis Collection
Record
Title:
A Place-Based Approach to Prestige Brand Building in the U.S.
Creator:
Hays, Lauren A.
Subject:
Thesis (M.F.A.) – Luxury and Brand Management
Subject:
Savannah College of Art and Design -- Department of Luxury and Brand Management
Rights:
Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
Abstract:
“Small towns across the United States face a number of economic development challenges. Additionally, throughout the world wealth concentration is rising alongside consumer expectations. Aspiration is growing among both wealthier and younger people to demand more flexible schedules that allow the freedom to travel and explore new places. Many places off the beaten track have the potential to become desirable for these travelers—especially smaller towns or remote areas within driving distance to city centers. Places with the potential to attract visitors as somewhere both desirable and unique with the right mix of preservation and strategic development. This thesis introduces a framework process for building prestige as part of a small-town’s planning strategy. The Prestige Community Building Framework supports intentionally building the overall brand of place and represents the first step toward a high-end positioning strategy for a small town. The framework walks through a consultant-led process for a group of community stakeholders, from visioning through to developing a strategic plan. The framework has been flexibly designed to be applied to any small town looking to enhance its brand of place, whether aimed at current residents or future visitors. The research examines the luxury travel industry and analyzes the market for luxury travel. A broad analysis of 169 existing luxury destinations identified four recurring elements that have been identified as the Four Elements of a Luxury Destination. Research from the luxury discipline indicates four additional principles behind the success of luxury brands, which have been translated into The Principles of Prestige Placemaking. These principles sit at the core of the framework process. The Prestige Community Building Framework is proposed to support the work of village boards, city councils, mayors, city planners, and destination management and marketing organizations looking at alternative strategies for economic development in their small towns. Following the framework’s structure and guided by the principled approach, it is suggested that small towns, similar to the strongest luxury brands, can achieve growth while maintaining their rarity, or their core value of place.” –Abstract
Keywords: luxury, prestige, placemaking, small town, U.S. travel and tourism, brand strategy, economic revitalization, urban planning, community development.
Keywords: luxury, prestige, placemaking, small town, U.S. travel and tourism, brand strategy, economic revitalization, urban planning, community development.
Publisher:
Savannah, Georgia : Savannah College of Art and Design
Date:
2025-03
Format:
2 online resources: 1 PDF (Thesis, 335 pages, color illustrations, maps, graphs) + 1 PDF (Studio component, 122 pages, color illustrations, maps, graphs)