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Overview

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, ...
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Destination Branding

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Overview

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
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Product Details

  • ISBN-13: 9781136411090
  • Publisher: Taylor & Francis
  • Publication date: 6/7/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 336
  • File size: 3 MB

Table of Contents

Introduction (Morgan, Pritchard, Pride); Branding the nation - the historical context (Olins); Nation brands and the value of 'provenance'(Anholt); The country as a brand, product and beyond (Kotler, Gertner); Meeting the destination branding challenge(Morgan, Pritchard); The political challenge: New Zealand's tourism organisations (Ryan, Zahra); Branding and national identity: central and eastern Europe (Hall); The internet challenge for destination marketing organisations (Palmer); The challenge of public relations financial accountability: USA (Fall & Lubbers); A challenger brand: golf in Wales (Pride); Brand Shanghai: creating inner force (Gilmore); Western Australia: building a state brand (Crockett, Wood); New Zealand and Lord of the Rings (Piggott, Morgan, Pritchard); Brand Louisiana: music & cuisine (Slater); Brand Singapore: hub of 'new Asia' (Seng Ooi); Brand Philadelphia: power of spotlight events (Smith); Developing Brand Australia (Brown, Chalip, Jago, Mules); Index

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