«Kythera, an isolated island in southern Greece with a small population, has started to become a popular tourist destination in the last two decades. Although it has been associated, since antiquity, with Aphrodite and her image had been used as the island's visual symbol as early as the 1810s, islanders tend not to use it, with few exceptions. As the island emerges in the tourist markets, it seems that there is still no clear picture. Place branding is a new term. This paper will attempt to map this development, as it has provided an opportunity to explore ideas for branding the island and the reasons behind it.».
Read here the whole work of Nicolas Lourantos on the branding of Kythera. Zantides, E. (Ed.) (2019). semiotics and visual communication Iii: cultures of branding. s.l.: CAMBRIDGE SCHOLARS PUBLIS.
Biography of Nikolaos Lourantos
Nikolaos Lourantos was born in Australia. He holds a PhD in Communication, Media, and Culture (Panteion University). He studied mechanical engineering at the Technical Educational Institute of Larissa and holds a Master's Degree (MSc) in Cultural Unit Management from the School of Social Sciences of the Hellenic Open University. He has been working at the Ministry of Culture since 1991. He is a researcher and public relations officer at the Maritime Tradition Museum (Perama), while at the same time he is in charge of the Kythira Folklore Collection (Chora), where he has organized several thematic exhibitions with its material. His research and articles have been published in scientific journals and other publications, and he has participated in many international conferences.
