Destination Brands book cover

Destination Brands

Managing Place Reputation

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.

Audience
Third year undergraduates and postgraduates on tourism and tourism marketing courses; tourism and marketing professionals, advertising/marketing agencies.

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Published: March 2011

Imprint: Butterworth Heinemann

ISBN: 978-0-08-096930-5

Contents

  • Part One: Destination Branding ConceptsThis 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 Pride2.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 Gertner5.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 Pride7.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 Parjanen13.The accountability challenge: budgeting and evaluation, Lisa Fall 14.The ethical challenge, Keith Dinnie15.The future challenge: scenario planning, Ian Yeoman Part Three:Destination Brand Management CasesThis 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 Buncle17.Branding, nationhood and identity: Singapore, Can Seng Ooi18.Branding and ?new? destinations: Abu Dabi, Sheena Westwood19.Branding and small cities: The USA, Bill Baker20.Branding and landmark projects: Hong Kong and Macau, Cindia Lam21.Branding and blogging: Wales, Roger Pride22.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 2012Tbc25. Branding, risk and conflict: Northern Ireland, Michael Gould and Heather Skinner

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