Title: Leisure brand extension: from zoo to safari

Authors: Ram Herstein, Eugene D. Jaffe

Addresses: Ruppin Academic Center, Business School, Emek Hefer 40250, Israel. ' Ruppin Academic Center, Business School, Emek Hefer 40250, Israel

Abstract: An increasing number of marketers support the idea that places can and should be marketed as brands. Yet, despite growing interest in place branding, most research on place image focuses on large geographical and political units such as cities, regions and countries, with relatively little investigation into tourism destinations such as zoos, museums, shopping centres and sport facilities. This paper aims to explore leisure branding through a case study of a leading leisure organisation, the Zoological Center in Tel Aviv – Ramat Gan, Israel, popularly known as the Safari. This paper relates to the change of the brand concept from a zoo to a safari and how new products are developed to target different segments.

Keywords: place branding; leisure brands; safari; brand extension; marketing strategy; Israel; tourism destinations; zoos; museums; shopping centres; sport facilities.

DOI: 10.1504/IJLTM.2009.021987

International Journal of Leisure and Tourism Marketing, 2009 Vol.1 No.1, pp.1 - 11

Published online: 15 Dec 2008 *

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