Destination Brands - Softcover

Morgan, Nigel

Softcover

ISBN 10: 0080969305 ISBN 13: 9780080969305

Publisher: Routledge, 2011

Synopsis

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

About this title

Book Description:

New edition of bestseller, with brand new chapters from marketing 'greats' such as Kotler and Olins

From the Publisher:

By focusing on a range of global case studies, 'Destination Branding: creating the unique destination proposition' demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to 'Destination Branding' reflect a global mix of professionals and academics that bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

About this edition

• Publisher: Routledge
• Publication date: 2011
• ISBN 10: 0080969305
• ISBN 13: 9780080969305
• Binding: Paperback
• Edition number: 3
• Number of pages: 392