Flagship species
The concept of flagship species has its genesis in the field of conservation biology. The flagship species concept holds that by raising the profile of a particular species, it can successfully leverage more support for biodiversity conservation at large in a particular context.
Definitions
Several definitions have been advanced for the flagship species concept and for some time been there has been confusion even in the academic literature. Most of the latest definitions focus on the strategic and socio-economical character of the concept, with a recent publication establishing a clear link with the marketing field.
“a species used as the focus of a broader conservation marketing campaign based on its possession of one or more traits that appeal to the target audience.”
species that have the ability to capture the imagination of the public and induce people to support conservation action and/or to donate funds
popular, charismatic species that serve as symbols and rallying points to stimulate conservation awareness and action