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