Destination Branding : Creating the Unique Destination Proposition

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.

* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.
* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia.
* Considers the web as a channel of place branding/promotion and its effects on the industry

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.