Strategic branding of Maltese cultural heritage : a case study of a local regatta club

Abstract

This dissertation examines the theoretical foundations of branding with a focus on the Senglea Regatta Club in Malta. It emphasises crucial components required to create an effective and meaningful identity. By using strategic branding, this study delves into how local club’s identity may be redeveloped and improved. A qualitative research methodology is used to examine the club's management and visual identity. A variety of participants, including committee members, rowers, supporters, and a researcher with knowledge of the club, participated in semi-structured interviews. In addition, a focus group with individuals who are not familiar with the club is conducted to obtain further insights into the effectiveness of Senglea’s Regatta Club. The results illustrate that the club's identity is firmly anchored in its history and sense of community. Nonetheless, several obstacles are affecting its progression. Although the club's cultural value is enhanced by its legacy in the regatta, worries about its increased rivalry with competitors, and diminished exposure outside of its core base, highlight the necessity for strategic adaptability. This dissertation's conclusion discusses the theoretical and practical implications of this research. It also puts forward recommendations to enhance the club's success. It identifies the limitations of study as well as future research areas related to community-based brand development.