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

Av: Medverkande: Språk: Engelska Utgivningsuppgift: Basingstoke [England] ; New York : Palgrave Macmillan, 2009Beskrivning: ix, 202 s. ill. 25 cmISBN:
  • 9780230220928
  • 0230220924
Ämnen: DDK-klassifikation:
  • 910.688 22
Library of Congress (LC) klassifikationskod:
  • G155.A1
Annan klassifikation:
  • Qbm
  • Qbla
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Förbättrade beskrivningar från 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.

Innehållsförteckning levererad av 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