| Description |
1 online resource (xiv, 279 pages) : illustrations |
| Contents |
1. Place Branding: Where Do We Stand? / Mihalis Kavaratzis and Gregory Ashworth -- 2. Place Branding Theory: A Cross-domain Literature Review from a Marketing Perspective / Graham Hankinson -- 3. Is Corporate Branding Relevant to Places?/ Mihalis Kavaratzis -- 4. Place Marketing, Local Identity and Branding Cultural Images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus / Alex Deffner and Theodore Metaxas -- 5. Branding Madrid: From 'Madrid Global' to 'Global Madrid' / María Cristina Mateo and Gildo Seisdedos -- 6. Managing Otherness: The Political Economy of Place Images in the Case of Tuscany / Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli -- 7. Place-making or Place Branding? Case Studies of Catalonia and Wales Assumpció / Huertas Roig, Annette Pritchard and Nigel Morgan -- 8. Branding Aalborg: Building Community or Selling Place? / Anette Therkelsen, Henrik Halkier and Ole B. Jensen -- 9. Mind the Gap: Reputation, Identity and Regeneration in Post-Industrial Cities / Myfanwy Trueman, Nelarine Cornelius, Mirza Mohammed Ali Baig and Joyce Liddle -- 10. The 'Be Berlin' Campaign: Old Wine in New Bottles or Innovative Form of Participatory Place Branding? / Claire Colomb and Ares Kalandides -- 11. Place Satisfaction of City Residents: Findings and Implications for City Branding / Andrea Insch and Magdalena Florek -- 12. Semiotics and Place Branding: The Influence of the Built and Natural Environment in City Logos / Gary Warnaby and Dominic Medway -- 13. Personality Association as an Instrument of Place Branding: Possibilities and Pitfalls / Gregory Ashworth -- 14. Conclusion: In Search of Effective Place Brand Management / Gregory Ashworth and Mihalis Kavaratzis |
| Summary |
"Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide a detailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts"--EBL |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Place marketing -- Europe -- Case studies
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Brand name products -- Europe -- Case studies
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Product management -- Europe -- Case studies
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TRAVEL -- Museums, Tours, Points of Interest.
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TRAVEL -- Hikes & Walks.
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TRAVEL -- Budget.
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TRAVEL -- Special Interest -- Ecotourism.
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TRAVEL -- Parks & Campgrounds.
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TRAVEL -- Reference.
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TRAVEL -- Road Travel.
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TRAVEL -- Special Interest -- Adventure.
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Brand name products
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Place marketing
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Product management
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Marketing.
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Merknamen.
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Europe
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| Genre/Form |
Case studies
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| Form |
Electronic book
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| Author |
Ashworth, G. J. (Gregory John)
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Kavaratzis, Mihalis.
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| ISBN |
9781849806398 |
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184980639X |
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1283457857 |
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9781283457859 |
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