Destination Brands: Managing Place Reputation - Brossura

Morgan, Nigel

Brossura

ISBN 10: 0080969305 ISBN 13: 9780080969305

Casa editrice: Routledge, 2011

Riassunto

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists.

It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

. 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities
. Truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific
. Consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations

Su questo libro

L'autore:

Nigel Morgan is Professor of Tourism Studies at the Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff, UK
Annette Pritchard is Professor of Critical Tourism Studies and Director of the Welsh Centre for Tourism Research at the University of Wales Institute, Cardiff, UK
Roger Pride is Director of Marketing, Welsh Assembly Government

Contenuti:

Part One: Destination Branding Concepts
This first part of the collection foregrounds the key concepts in destination branding. It focuses on place image, branding and reputation management. This is expanded in the editors? introduction, which will be less of a summary of the contributions? chapters and more of a context-setting chapter in its own right than in previous editions. The introduction will also make clear that the book has a number of cross-cutting themes, namely: the role of tourism in the wider context of place branding; the key role of reputation management in destination branding; integration and the digital world.

1.Introduction: Tourism places, branding and reputation management, Nigel Morgan, Annette Pritchard and Roger Pride
2.Branding and the nation, Wally Olins
3.Competitive identity and brand management, Simon Anholt
4.A place marketing and brand management perspective revisited, Philip Kotler and David Gertner
5.The theory of country brand and product images, Eugene Jaffe and Israel Nebenzahl (Copenhagen Business School)

Part Two: Destination Branding Challenges
This part of the collection focuses on the 10 key challenges facing contemporary destination brand managers. Each chapter will be written by a leading expert in the area and will include specific examples to illustrate the chapter. The intention here, however, is not to provide case studies but to overview each concept.
6.The integration challenge, Roger Pride
7.The partnership challenge, Allan Fyall
8.The leadership challenge, Allen Malcolm
9.The people challenge, Eleri Jones
10.The digital challenge, Peter Varlow
11.The authenticity challenge, Soren Buhl Hornskov
12.The aesthetics challenge, Vesa Harmaakorpi, Kaarina Kari and Satu Parjanen
13.The accountability challenge: budgeting and evaluation, Lisa Fall
14.The ethical challenge, Keith Dinnie
15.The future challenge: scenario planning, Ian Yeoman

Part Three:Destination Brand Management Cases
This section provides detailed case studies illustrating the strategic concepts of part two. The case studies provide global coverage and range from city and regional and national branding initiatives.
16.Branding, stakeholders and integration: Nambia, Tom Buncle
17.Branding, nationhood and identity: Singapore, Can Seng Ooi
18.Branding and ?new? destinations: Abu Dabi, Sheena Westwood
19.Branding and small cities: The USA, Bill Baker
20.Branding and landmark projects: Hong Kong and Macau, Cindia Lam
21.Branding and blogging: Wales, Roger Pride
22.Branding and sports events: Sydney, Adeliade and Melbourne. Ian MacFarlane
23.Branding and cultural events: Milan and Expo 2015, Manuela De Carlo and Silvia Cani
24.Branding and mega-events: London 2012
Tbc
25. Branding, risk and conflict: Northern Ireland, Michael Gould and Heather Skinner

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2011
• ISBN 10: 0080969305
• ISBN 13: 9780080969305
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 392