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Garlic Capital of the WorldGilroy, Garlic, and the Making of a Festive Foodscape$
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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

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Place Branding and Selling Place

Place Branding and Selling Place

Creating and Marketing Identity Capital

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

Pauline Adema

University Press of Mississippi

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

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