Jump to ContentJump to Main Navigation
Garlic Capital of the WorldGilroy, Garlic, and the Making of a Festive Foodscape$
Users without a subscription are not able to see the full content.

Pauline Adema

Print publication date: 2009

Print ISBN-13: 9781604731200

Published to University Press of Mississippi: March 2014

DOI: 10.14325/mississippi/9781604731200.001.0001

Show Summary Details
Page of

PRINTED FROM Mississippi SCHOLARSHIP ONLINE (www.mississippi.universitypressscholarship.com). (c) Copyright University Press of Mississippi, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MSSO for personal use.date: 23 October 2021

Place Branding and Selling Place

Place Branding and Selling Place

Creating and Marketing Identity Capital

Chapter:
(p.82) Chapter Five Place Branding and Selling Place
Source:
Garlic Capital of the World
Author(s):

Pauline Adema

Publisher:
University Press of Mississippi
DOI:10.14325/mississippi/9781604731200.003.0005

This chapter analyzes the branding of Gilroy as a festive foodscape. While Gilroy business leaders initially sought to reverse its negative image, what they established was an ongoing campaign of selling place. Gilroy’s branded identity is sustained by the successful food-centered event and place marketing in the forms of auto-ethnographic texts and media coverage. But there are also multiple identities generated by the Festival and the foodscape place brand, one of which is Gilroy’s image as the Garlic Capital of the World. A second collective and multidimensional identity generated by the Garlic Festival is the community of Festival volunteers. A communal spirit is operating and being reinforced on multiple levels as volunteers simultaneously play numerous roles.

Keywords:   Gilroy Garlic Festival, place marketing, foodscape, brand identity

University Press of Mississippi requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us.