Destination Brands: Managing Place Reputation

by NigelMorgan (Author), Annette Pritchard (Author), RogerPride (Author)

• New

  Paperback
  2011

  $66.52

  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. This title asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts.

• Used

  Paperback
  2004

  $4.18

  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.