Destination Branding : creating the unique destination proposition
著者
書誌事項
Destination Branding : creating the unique destination proposition
Butterworth-Heinemann, 2002
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注記
Includes bibliographical references and index
LCCN:2001043952
内容説明・目次
内容説明
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: 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.
目次
- Introduction (Nigel Morgan, Annette Pritchard & Roger Pride UK)
- Branding for success (Fiona Gilmore UK)
- Nation brands (Simon Anholt UK)
- The politics of branding cities and regions New Zealand (Chris Ryan NZ)
- Crafting the unique place proposition. Wales (Roger Pride UK)
- Branding the city state of Singapore, the agency view (David MacKenzie Singapore), Brand Western Australia, a totally integrated approach to destination branding (Shane Crockett and Leiza Wood Australia) Branding and national identity in Eastern Europe (Derek Hall UK)
- Branding Louisianna (Jan Slater USA)
- Branding and a mega-event (Graham Brown et al. Australia)
- Destination branding and the Internet (Adrian Palmer Ireland)
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