case, he sees the need for the re-branding of the city of Orlando, Florida, which has a brand known worldwide as a destination for tourism and sunshine. However, the Greater Orlando Area has not only houses many other promising sectors such as technology, defense and simulation, but also a diverse community and a retail scene with great potential. But why has not Orlando as a great place to recognized businesses? Why his reputation is bound only for tourism? How can the city … Read more »

case, he sees the need for the re-branding of the city of Orlando, Florida, which has a brand known worldwide as a destination for tourism and sunshine. However, the Greater Orlando Area has not only houses many other promising sectors such as technology, defense and simulation, but also a diverse community and a retail scene with great potential. But why has not Orlando as a great place to recognized businesses? Why his reputation is bound only for tourism? How can the city be marketed as a vibrant business destination in addition to a tourist destination? Many variables affect the brand and thus the perception of the city. What can be done to Orlando to become more attractive, and through this to become a world city?
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from
Ilan Alon,
Jennifer Dugosh
Source: Ivey Publishing
17 pages.
Release Date: 5th December 2012. Prod #: W12367-PDF-ENG
Branding Orlando For Global Competitiveness HBR case solution