This work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed that the functional communication-based research approach together with the novel framework developed in this study has relevance to the brand orientation of corporations, as it does for places. AbstractThis work adds to the brand orientation literature by showing that while brand strategies may sometimes be aspirational, multiple identities exist which may either challenge or support a brand. In this place branding study, in-depth interviews of local residents reveal the existence of multiple place identities as well as how these identities relate to a place brand strategy. A framework is provided which illustrates how longitudinal identity studies can be a useful way to assess changes to place identities and the internal effectiveness of brand implementation. It is proposed, the functional communication based research approach together with the novel framework developed in this study has relevance to the brand orientation of corporations, as it does for places. Summary statement of contributionThe relationship between place identities and brand orientation is established. In addition, a new communication based framework that has relevance to both place and corporations is provided to show that identities can be reviewed longitudinally to guide brand design and assess the internal effectiveness of brand implementation.

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Aims NICE NG89 Guidance introduced in 2018 recommends 28 days extended VTE pharmacological prophylaxis in patients who have major abdominal surgery for cancer. In 2018, our oesophagogastric unit protocols prescribed only inpatient VTE prophylaxis. Through the interventions of clinician education and modified unit protocols we improved our unit's compliance with NICE NG89. Methods We conducted a three cycle hybrid audit. 50 patients who underwent either oesophagectomy or gastrectomy were randomly chosen from 2017–19 (Cycle 1), 2019–21 (Cycle 2) and 2021–22 (Cycle 3). The first cycle intervention was the requirement for 14 days postoperative VTE pharmacological prophylaxis. The second cycle intervention increased this requirement to 28 days. All cycles additionally had interventions of clinician education. Results Against the NICE NG89 recommendation for 28 days postoperative pharmacological prophylaxis, our audit showed 14% compliance in Cycle 1, 26% in Cycle 2 and 91% in Cycle 3. The median duration of VTE prophylaxis prescription (combined inpatient and outpatient) was 7 days in Cycle 1, 23 days in Cycle 2 and 28 days in Cycle 3. The correct dose by weight for VTE prophylaxis was prescribed in 89% of cases in Cycle 1 and 100% of cases in Cycle 2 and 3. Whilst small numbers preclude statistical analysis, there were 2 bleeding events and 1 VTE event in both Cycles 1 and 2 but none in Cycle 3. Conclusions Our unit made a stepwise improvement against the NICE NG89 recommendation for extended VTE prophylaxis in cancer resections. Furthermore, clinician education improved correct weight based dosage.

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