Destination Branding
Creating the Unique Destination Proposition
- 1st Edition - December 6, 2001
- Imprint: Butterworth-Heinemann
- Editors: Nigel Morgan, Roger Pride, Annette Pritchard
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 5 0 4 0 6 - 3
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: 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.
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
international case studies, including Wales, Australia, New Zealand, Eastern Europe, Singapore and the US, demonstrate the integration of theory and practice
Tourism professionals, advertising/marketing agencies.
Third year undergraduate students and postgraduate students of tourism and tourism marketing.
Third year undergraduate students and postgraduate students of tourism and tourism marketing.
Introduction (Nigel Morgan, Annette Pritchard & Roger Pride); Contextualizing destination branding (Nigel Morgan and Annette Pritchard); Nation brands: The value of 'provenance' in branding (Simon Anholt); Branding for success (Fiona Gilmore); The politics of branding cities and regions: the case of New Zealand (Chris Ryan); Branding and national identity: the case of Central and Eastern Europe (Derek Hall); Brand Wales: 'Natural revival' (Roger Pride); Brand Western Australia: 'Holidays of an entirely different nature' (Shane Crockett and Leiza Wood); Brand Louisiana: 'Come as you are. Leave Different.' (Jan Slater); The Sydney Olympics and brand Australia (Brown et al); Destination branding and the Web (Adrian Palmer).
- Edition: 1
- Published: December 6, 2001
- Imprint: Butterworth-Heinemann
- Language: English
- eBook ISBN: 9780080504063
NM
Nigel Morgan
Affiliations and expertise
University of Wales Institute, Cardiff, UKRP
Roger Pride
Affiliations and expertise
Marketing Director at the Wales Tourist Board.AP
Annette Pritchard
Affiliations and expertise
University of Wales Institute, Cardiff, UK