A Research Agenda for Place Branding

A Research Agenda for Place Branding
Author: Dominic Medway
Publisher: Edward Elgar Publishing
Total Pages: 352
Release: 2021-04-30
Genre: Business & Economics
ISBN: 1839102853

This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the ‘reset button’ on such activity and fully reconsider its purpose and goals.

How to Brand Nations, Cities and Destinations

How to Brand Nations, Cities and Destinations
Author: T. Moilanen
Publisher: Springer
Total Pages: 212
Release: 2008-12-14
Genre: Business & Economics
ISBN: 0230584594

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Inclusive Place Branding

Inclusive Place Branding
Author: Mihalis Karavatzis
Publisher: Routledge
Total Pages: 310
Release: 2017-11-22
Genre: Business & Economics
ISBN: 1317216717

Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Destination Branding

Destination Branding
Author: Nigel Morgan
Publisher: Routledge
Total Pages: 328
Release: 2007-06-07
Genre: Business & Economics
ISBN: 1136411097

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.

Rethinking Place Branding

Rethinking Place Branding
Author: Mihalis Kavaratzis
Publisher: Springer
Total Pages: 252
Release: 2014-11-25
Genre: Business & Economics
ISBN: 3319124242

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

The Nordic Wave in Place Branding

The Nordic Wave in Place Branding
Author: Cecilia Cassinger
Publisher: Edward Elgar Publishing
Total Pages: 279
Release: 2019
Genre: Business & Economics
ISBN: 1788974328

The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call for more research into the global relevance of Nordic place-branding practices. This book offers a timely attempt to unpack the specificity of the Nordic in regard to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology and political science.

A Research Agenda for Brand Management in a New Era of Consumerism

A Research Agenda for Brand Management in a New Era of Consumerism
Author: Ceridwyn King
Publisher: Edward Elgar Publishing
Total Pages: 317
Release: 2023-09-06
Genre: Business & Economics
ISBN: 1803925515

Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.

Online Place Branding

Online Place Branding
Author: Phoenix Lam
Publisher: Routledge
Total Pages: 204
Release: 2020-12-28
Genre: Business & Economics
ISBN: 0429816464

Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world. The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.

Tourism and Hospitality in Asia: Crisis, Resilience and Recovery

Tourism and Hospitality in Asia: Crisis, Resilience and Recovery
Author: Azizul Hassan
Publisher: Springer Nature
Total Pages: 349
Release: 2023-01-01
Genre: Business & Economics
ISBN: 9811957630

This book analyses the ways in which crises, including COVID-19, can be managed within the tourism and hospitality industries in Asia, in ways that support the future of these industries and help to make them more resilient. This book supports efforts to develop a new direction for the tourism and hospitality industry by considering their development holistically in the context of sustainable development. Going further, this book highlights actions to make the tourism system more resilient to external shocks and crises. Readers of this book will get insights into the economic, social, technological, and environmental implications of crises on the tourism and hospitality industry in Asia, including issues within the food and beverage industry in the Asian post-COVID-19 period. This book has three major objectives: to explore the crisis context of Asian tourism and hospitality, to present multiple cases from countries in Asia, and finally to envisage the paths to make the Asian tourism system more resilient, through the discussion of new trends and issues emerging following the pandemic. This book examines the economic, social, environmental, and technological implications of crises on the Asian tourism and hospitality industry and discusses the various ways of managing these crises more efficiently, contributing new knowledge to the industry. In its wider context, this book covers tourism management, crisis management, and destination management. At the more micro level, themes explored include tourism economics, marketing management, hospitality management, food and beverage management and tourism technology.