RT Journal Article SR Electronic T1 Project Galore: Qualitative Research and Leveraging Scotland's Brand Equity JF Journal of Advertising Research JO J Advert Res FD WARC SP 107 OP 111 DO 10.2501/JAR-40-1-107-111 VO 40 IS 1 A1 Kate Hamilton YR 2000 UL http://www.journalofadvertisingresearch.com/content/40/1/107.abstract AB Project Galore was set up to develop a strategy to leverage the commercial power of Scottishness - its brand equity. This paper describes how Scotland could reconcile its past with its present and develop an offer that could span people and products. It then covers the research. This was conducted in seven countries among trade buyers and consumers to discuss with them how best Scotland should present itself to be both credible and motivating.