How to brand nations, cities and destinations : a planning book for place branding

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Title:

Author:

Moilanen, Teemu, 1972-

ISBN:

9780230220928

Personal Author:

Moilanen, Teemu, 1972-

Publication Information:

Basingstoke : Palgrave Macmillan, 2009.

Physical Description:

ix, 202 p. ; 24 cm.

General Note:

Formerly CIP.

Contents:

Foreword / Philip Kotler -- Ch. 1. Theoretical Framework for Developing a Place Brand -- Ch. 2. The Process of Building a Country Brand and the Cornerstones of Success -- Ch. 3. City and Destination Branding -- Ch. 4. Operational Plan.

Abstract:

"A common perception is that building and sustaining a place brand is demanding and differs significantly from controlling a traditional brand. Sometimes a country brand is not focused enough, and this can result in unsuccessful place branding. But it is possible to raise a national identity to the level of an attractive brand. Building a place brand is an investment, with potentially great positive returns. This book will guide you along the path to building a successful brand for any place under construction."--BOOK JACKET.

Subject Term:

Place marketing.

Added Author:

Rainisto, Seppo K.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168023681840	910.688 M712H 2009	1	Searching... Unknown

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Summary

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.