Destination Branding
Creating the unique destination proposition
- 2nd Edition - June 26, 2004
- Imprint: Butterworth-Heinemann
- Authors: Nigel Morgan, Annette Pritchard, Roger Pride
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 4 7 7 2 0 - 6
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… Read more
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Request a sales quoteIn 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.
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
* 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
Third year undergraduates and postgraduates studying sports tourism either as a degree or as a module as part of a more generic tourism qualification. Tourism professionals, advertising/marketing agencies.
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
- Edition: 2
- Published: June 26, 2004
- Imprint: Butterworth-Heinemann
- Language: English
- eBook ISBN: 9780080477206
NM
Nigel Morgan
Affiliations and expertise
University of Wales Institute, Cardiff, UKAP
Annette Pritchard
Affiliations and expertise
University of Wales Institute, Cardiff, UKRP
Roger Pride
Affiliations and expertise
Marketing Director at the Wales Tourist Board.