| Description |
1 online resource (xvii, 370 pages) : illustrations |
| Contents |
Part One: Destination Branding Concepts -- This first part of the collection foregrounds the key concepts in destination branding. It focuses on place image, branding and reputation management. This is expanded in the editors? introduction, which will be less of a summary of the contributions? chapters and more of a context-setting chapter in its own right than in previous editions. The introduction will also make clear that the book has a number of cross-cutting themes, namely: the role of tourism in the wider context of place branding; the key role of reputation management in destination branding; integration and the digital world. -- 1. Introduction: Tourism places, branding and reputation management, Nigel Morgan, Annette Pritchard and Roger Pride -- 2. Branding and the nation, Wally Olins -- 3.Competitive identity and brand management, Simon Anholt -- 4.A place marketing and brand management perspective revisited, Philip Kotler and David Gertner -- 5. The theory of country brand and product images, Eugene Jaffe and Israel Nebenzahl (Copenhagen Business School) -- Part Two: Destination Branding Challenges -- This part of the collection focuses on the 10 key challenges facing contemporary destination brand managers. Each chapter will be written by a leading expert in the area and will include specific examples to illustrate the chapter. The intention here, however, is not to provide case studies but to overview each concept. -- 6. The integration challenge, Roger Pride -- 7. The partnership challenge, Allan Fyall -- 8. The leadership challenge, Allen Malcolm -- 9. The people challenge, Eleri Jones -- 10. The digital challenge, Peter Varlow -- 11. The authenticity challenge, Soren Buhl Hornskov -- 12. The aesthetics challenge, Vesa Harmaakorpi, Kaarina Kari and Satu Parjanen -- 13. The accountability challenge: budgeting and evaluation, Lisa Fall -- 14. The ethical challenge, Keith Dinnie -- 15. The future challenge: scenario planning, Ian Yeoman -- Part Three:Destination Brand Management Cases -- This section provides detailed case studies illustrating the strategic concepts of part two. The case studies provide global coverage and range from city and regional and national branding initiatives. -- 16. Branding, stakeholders and integration: Nambia, Tom Buncle -- 17. Branding, nationhood and identity: Singapore, Can Seng Ooi -- 18. Branding and?new? destinations: Abu Dabi, Sheena Westwood -- 19. Branding and small cities: The USA, Bill Baker -- 20. Branding and landmark projects: Hong Kong and Macau, Cindia Lam -- 21. Branding and blogging: Wales, Roger Pride -- 22. Branding and sports events: Sydney, Adeliade and Melbourne. Ian MacFarlane -- 23. Branding and cultural events: Milan and Expo 2015, Manuela De Carlo and Silvia Cani -- 24. Branding and mega-events: London 2012 -- Tbc -- 25. Branding, risk and conflict: Northern Ireland, Michael Gould and Heather Skinner |
| Summary |
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making. . 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities . Truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific . Consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations |
| Notes |
Formerly CIP. Uk |
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New ed. of: Destination branding : creating the unique destination proposition. 2011 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
System requirements for PC users: Internet Explorer 5.5 and above, Adobe Acrobat Reader 6.0.2 and above. For Mac users: Safari 1.2 and above, Acrobat Reader 7.0 and above |
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Description based on print version record |
| Subject |
Advertising -- Tourism.
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Tourism -- Marketing.
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| Form |
Electronic book
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| Author |
Morgan, Nigel.
Destination branding
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Pride, Roger.
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Pritchard, Annette.
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| ISBN |
0080969305 (electronic bk.) |
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0080969313 (ebook) |
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1136346635 (electronic bk.) |
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9780080969305 (electronic bk.) |
|
9780080969312 (ebook) |
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9781136346637 (electronic bk.) |
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