Place Branding

generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138–148. Medway, D., Swanson K., Delpy N.L., Pasquinelli C. & Zenker S. (2015). Place branding: Are we wasting our time?

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Author: Pantea Foroudi

Publisher: Routledge

ISBN: 9781317080640

Category: Business & Economics

Page: 342

View: 597

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Rethinking Place Branding

place branding over the period 1988–2009. These appeared predominantly in urban studies, tourism and geography journals, and more recently in marketing journals. The latter combined mainstream branding theory with academic literature ...

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Author: Mihalis Kavaratzis

Publisher: Springer

ISBN: 9783319124247

Category: Business & Economics

Page: 248

View: 310

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

Online Place Branding

digital place branding differs from traditional place branding. In particular, the effects of the Internet on the construction, realisation and communication of the key components of place branding including place brand identity and ...

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Author: Phoenix Lam

Publisher: Routledge

ISBN: 9780429816475

Category: Business & Economics

Page: 188

View: 630

Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world. The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.

An Insider s Guide to Place Branding

Misconceptions about what place branding is, • Political or institutional instability and lack of leadership, • Insufficient funding, • Insufficient stakeholder engagement and collaboration, • Non-representativeness of place brand.

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Author: Florian Kaefer

Publisher: Springer Nature

ISBN: 9783030671440

Category: Business & Economics

Page: 289

View: 875

This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.

Inclusive Place Branding

Place branding is not a solitary strategy that is detached from public authority, but 'part of policy making at different levels and in different contexts' (Kalandides, 2011b, p. 289). In this chapter, participatory place branding has ...

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Author: Mihalis Karavatzis

Publisher: Routledge

ISBN: 9781317216711

Category: Business & Economics

Page: 196

View: 471

Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Strategic Place Branding Methodologies and Theory for Tourist Attraction

The rising popularity of place branding as a strategy to enhance cities' competitiveness has in turn increasingly involved planners and designers, whether intentionally or not. Because of this, it behooves planners and designers to ...

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Author: Bayraktar, Ahmet

Publisher: IGI Global

ISBN: 9781522505808

Category: Business & Economics

Page: 394

View: 356

Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.

International Place Branding Yearbook 2010

Intheaftermathofthefinancial debacle, Charles Dickens' cryptic comments from A Tale of Two Cities could just as easily sumup the situation facedby theplace branding industry. To survive and prosper, place branding professionals must ...

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Author: F. Go

Publisher: Springer

ISBN: 9780230298095

Category: Business & Economics

Page: 234

View: 510

The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.

A Research Agenda for Place Branding

García, J. A., Gómez, M. and A. Molina (2012), 'A destination-branding model: An empirical analysis based on stakeholders', Tourism Management, 33 (3), 646–61. Gioia, D. A. and K. Chittipeddi (1991), 'Sensemaking and sensegiving in ...

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Author: Dominic Medway

Publisher: Edward Elgar Publishing

ISBN: 9781839102851

Category: Business & Economics

Page: 352

View: 174

This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the ‘reset button’ on such activity and fully reconsider its purpose and goals.

Global Place Branding Campaigns across Cities Regions and Nations

Ambassador Networks and Place Branding. Journal of Place Management and Development, 201), 34–46. Anholt, S. (2002). Foreword. Brand management, 9(4-5), 229-239. Anholt, S. (2008). Place branding: Is it marketing, or isn't it?

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Author: Bayraktar, Ahmet

Publisher: IGI Global

ISBN: 9781522505778

Category: Business & Economics

Page: 368

View: 416

Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.

Harnessing Place Branding through Cultural Entrepreneurship

Kavaratzis, M. (2005)'Place Branding: AReview of Trendsand Conceptual Models', TheMarketing Review,5, 329–342. Kavaratzis, M. and Ashworth, G. J. (2006) 'City Branding: An Effective Assertion ofIdentity or a TransitoryMarketing Trick?

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Author: F. Go

Publisher: Springer

ISBN: 9781137465160

Category: Business & Economics

Page: 292

View: 883

This book draws together three overlapping relationships and knowledge domains. These are the cultural entrepreneurship/creative industries, the public and/or private philanthropic contributions that have funded artistic production and the preservation and presentation of place brands as a mechanism to revitalize local economies and communities.