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How to brand nations, cities and destinations : a planning book for place branding / Teemu Moilanen and Seppo Rainisto.

By: Contributor(s): Language: English Publisher: Basingstoke [England] ; New York : Palgrave Macmillan, 2009Description: ix, 202 s. ill. 25 cmISBN:
  • 9780230220928
  • 0230220924
Subject(s): DDC classification:
  • 910.688 22
LOC classification:
  • G155.A1
Other classification:
  • Qbm
  • Qbla
Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book Biblioteket HKR Biblioteket 910 Moilanen Available 11156000162511
Total holds: 0

Enhanced descriptions from Syndetics:

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Includes bibliographical references (p. 189-196) and index.

Table of contents provided by Syndetics

  • Introduction
  • Part I Theoretical Framework for Developing a Place-Brand
  • What is a Brand? Importance of a Place-Brand and Benefits of a Brand
  • A Brand Theoretical Basics of Thinking How is A Brand Created?
  • Challenges in Building a Place-Brand Success Factors of Place Marketing
  • Part II The Process of Building a Country-Brand and the Cornerstones of Success
  • Case Norway Case Australia Case Scotland
  • Other Experiences in Country-Branding Projects
  • Summary
  • Part III City and Destination Branding
  • Copenhagen: A City Branding Case from Northern Europe
  • Chicago: A City Branding Case from the U.S. Comparison between the U.S. and Northern European Branding
  • Tourism Destination Branding Case Studies of World's Premiere Ski Destination Brands
  • Part IV Operational Plan
  • Country Brand: Operational Plan in Stages
  • Country Brand: Summary of the Operational Plan
  • Country Brand: Financing
  • Country Brand: Timetable
  • Destination Brand: Operation Plan in Stages
  • Destination Brand: Summary of the Operational Plan