Developing Cornwall's Brand

Undoubtedly, Cornwall is recognised as a place steeped in historical significance, with rural and coastal attributes and a perceived enviable lifestyle. Research has shown positive associations with Cornwall. However, this strong ‘brand equity’ is currently largely one-dimensional and closely linked with tourism, leisure and, by association food. Recent research shows that a gap exists between perceptions of Cornwall as a great place to relax and perhaps a little behind the times and the growing dynamism within the county.

Therefore the challenge is to ‘reposition’ the one-dimensional profile to better reflect Cornwall’s thriving entrepreneurial spirit, long standing associations with innovation and the county’s commitment to technology, education and manufacturing, resulting in the growth of many industries and the development of new business sectors.

This ‘repositioning’ is being tackled by presenting an umbrella brand image for Cornwall, supported by a long-term strategy for raising the profile of Cornwall’s businesses, organisations, products and services. A commitment to a unified approach will lead to the development of a sustained campaign promoting Cornwall world-wide as an ideal place to buy from, invest in and visit.

To find out more about the development of Cornwall's Brand
click on the links below or visit www.cornwallbrandcentre.com

• Executive Summary of the Cornwall Brand Research

• Cornwall Brand Positioning - developing a brand story and sector messages 2005

• Cornwall Brand - the Blaze marque 

• Becoming a Brand ambassador

• Frequently Asked Questions