I wonder if there are any marketing / branding experts on here?
I'm a bit uncertain about this notion of 'Oxford' as a brand. Oxford is undoubtedly a world-renowned city, for one obvious reason, but would that necessarily mean that anything with 'Oxford' in its title might appeal to a worldwide audience?
Bit of a stretch, in my opinion. Can't imagine a Man U shirt-wearing Bangkok / Saigon / Manila taxi driver thinking 'yeh, I've heard of Oxford University, so maybe I'll buy a shirt for this Oxford United thingy ....'
I’m not a marketing expert but recently I ‘invested’ a sum of money in TOAD The Oxford Artisan Distillery who are based at the top of South Park. One of the first things they did was to secure rights to use University of Oxford branding on their Physics gin. They are now working with the Botanical Gardens (for their botanicals) and looking at an Ashmolean product.
Who knows if it will work but their current profits and expansion would suggest that using Oxford as a brand is helping. 21 of the 23 people on the tour yesterday were from outside the county and it’s a company of 3 full time employees.
There is definitely a market for it otherwise the huge pop up in trinket style oxford shops perhaps wouldn’t have surfaced as they have on Cornmarket etc.