Destination Branding
Creating the Unique Destination Proposition
2nd Edition
Published on 26. June 2004
Book
Paperback/Softback
336 pages
978-0-7506-5969-7 (ISBN)
Description
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. It includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. There is more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. It considers the web as a channel of place branding/promotion and its effects on the industry.
Reviews / Votes
"With substantial investments being made by public and private sectors into destination brands it is only fitting that such an authoritative text be published. This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing." Ian Macfarlane, B. Com., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand "The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing." Francesco Frangialli, Secretary-General of the World Tourism OrganisationMore details
Edition
2nd Revised edition
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 234 mm
Width: 165 mm
ISBN-13
978-0-7506-5969-7 (9780750659697)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
03/2011
3rd Edition
Butterworth-Heinemann
€80.60
Shipment within 15-20 days
Persons
By Dr. Nigel Morgan, Annette Pritchard and Mr. Roger Pride
Content
Introduction (Morgan, Pritchard, Pride); Branding the nation - the historical context (Olins); Nation brands and the value of 'provenance'(Anholt); The country as a brand, product and beyond (Kotler, Gertner); Meeting the destination branding challenge(Morgan, Pritchard); The political challenge: new Zealand's tourism organisations (Ryan, Zahra); Branding and national identity: central and eastern europe (Hall); The internet challenge for destination marketing organisations (Palmer); The challenge of public relations financial accountability: USA (Fall & Lubbers); A challenger brand: golf in wales (Pride); Brand shanghai: creating inner force (Gilmore); Western Australia: building a state brand (Crockett, Wood); New Zealand and lord of the rings (Piggott, Morgan, Pritchard); Brand Louisiana: music & cuisine (Slater); Brand Singapore: hub of 'new asia' (Seng Ooi); Brand Philadelphia: power of spotlight events (Smith); Developing Brand Australia (Brown, Chalip, Jago, Mules); Index