Destination Branding - Creating the Unique Destination Proposition

By focusing on a range of global case studies, this title demonstrates how various destinations whether big or small can successfully harness the power of branding. It includes case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia.

List of contents

Part 1: Destination Branding Concepts  1. Introduction: Tourism Places, Branding and Reputation Management  2. Branding and the Nation  3. Competitive Identity and Brand Management  4. A Place Marketing and Brand Management Perspective Revisited  5. The Theory of Country Brand and Product Images  Part 2: Destination Branding Challenges  6. The Integration Challenge  7. The Partnership Challenge  8. The Leadership Challenge  9. The People Challenge  10. The Digital Challenge  11. The Authenticity Challenge  12. The Aesthetics Challenge  13. The Accountability Challenge: Budgeting and Evaluation  14. The Ethical Challenge  15. The Future Challenge: Scenario Planning  Part 3: Destination Brand Management Cases  16. Branding, Stakeholders and Integration: Nambia  17. Branding, Nationhood and Identity: Singapore  18. Branding and New Destinations  19. Branding and Small Cities: The USA  20. Branding and Landmark Projects: Hong Kong and Macau  21. Branding and Blogging: Wales  22. Branding and Sports Events: Sydney, Adelaide and Melbourne  23. Branding and Cultural Events: Milan and Expo 2015  24. Branding and Mega-events: London 2012  25. Branding, Risk and Conflict: Northern Ireland

Product details

• Authors: Nigel Morgan, Nigel Pritchard Morgan, Morgan Nigel, Roger Pride, Pride Roger, Annette Pritchard, Pritchard Annette
• Assisted by: Nigel Morgan (Editor), Roger Pride (Editor), Annette Pritchard (Editor)
• Publisher: ELSEVIER SCIENCE BV
• Languages: English
• Product format: Paperback / Softback
• Released: 09.03.2011
• EAN: 9780080969305
• ISBN: 978-0-08-096930-5
• No. of pages: 392
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Sales and marketing, Tourism industry, Hospitality, sports, leisure and tourism industries