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: 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 who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

unique collaboration of respected authors, both practitioners and academics
international case studies, including Wales, Australia, New Zealand, Eastern Europe, Singapore and the US, demonstrate the integration of theory and practice

Nigel Morgan is Director of Graduate Studies, School of Hospitality, Tourism and Leisure, University of Wales Institute, Cardiff.; Annette Pritchard is Director of the Welsh Centre for Tourism Research at the School of Hospitality, Tourism and Leisure, University of Wales Institute, Cardiff; Roger Pride is Marketing director, Wales Tourist Board.