Part One: Destination Branding in Context
1 Introduction Nigel Morgan, Annette Pritchard and Roger Pride
2 Branding the nation: the historical context Wally Olins
3 Nation brands and the value of provenance Simon Anholt
4. The country as brand, product and beyond: A place marketing and brand management perspective Philip Kotler and David Gertner
Part Two: Destination Branding Challenges
5. Meeting the destination branding challenge Nigel Morgan and Annette Pritchard
6. The political challenge. The case of New Zealand’s Tourism Organisations Chris Ryan and Anne Zahra
7. Branding and national identity. The case of central and eastern Europe Derek Hall
8. The internet challenge for destination marketing organisations Adrian Palmer
9. The challenge of public relations financial accountability: The case of the USA.
Lisa Fall and Charles Lubbers
Part Three: Destination Branding in Practice
10. A challenger brand: Wales, golf as it should be Roger Pride
11. Brand Shanghai: harnessing the inner force of people and place Fiona Gilmore
12. Western Australia: building a state brand Shane Crockett and Leiza Wood
13. New Zealand and Lord of the Rings: leveraging public and media relations Rachel Piggott, Nigel Morgan and Annette Pritchard
14. Brand Louisiana: capitalising on music and cuisine Jan Slater
15. Brand Singapore: the hub of ‘New Asia’
Can Seng Ooi
16. Brand Philadelphia: the power of spotlight events Michael F. Smith
17. Developing Brand Australia: examining the role of events Graham Brown, Laurence Chalip, Leo Jago and Trevor Mules
Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists.
By focusing on a range of global case studies, Destination Branding: creating the unique destination proposition, second edition, demonstrates how destinations – big and small – can successfully harness the power of branding.
The new edition provides:
• Six completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other leading destination branding experts.
• A more global coverage with new case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia
• Consideration of the Web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.
Dr Nigel Morgan is Reader in Tourism Studies, The Welsh School of Hospitality, Tourism and Leisure Management, University of Wales Institute, Cardiff.
Dr Annette Pritchard is Director of the Welsh Centre for Tourism Research and Reader in Tourism Studies at The Welsh School of Hospitality, Tourism and Leisure Management, University of Wales Institute, Cardiff.
Roger Pride is Marketing Director at the Wales Tourist Board.
|Publisher:||Taylor & Francis|
|Product dimensions:||6.58(w) x 9.20(h) x 0.73(d)|
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