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Author: Dominic Medway
Publisher: Edward Elgar Publishing
ISBN: 9781839102844
Category :
Languages : en
Pages : 224
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Book Description
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.
Author: Dominic Medway
Publisher: Edward Elgar Publishing
ISBN: 9781839102844
Category :
Languages : en
Pages : 224
Get Book Here
Book Description
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.
Author: Dominic Medway
Publisher: Edward Elgar Publishing
ISBN: 1839102853
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
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.
Author: Mihalis Karavatzis
Publisher: Routledge
ISBN: 1317216717
Category : Business & Economics
Languages : en
Pages : 310
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Book Description
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.
Author: T. Moilanen
Publisher: Springer
ISBN: 0230584594
Category : Business & Economics
Languages : en
Pages : 212
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Book Description
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.
Author: Cecilia Cassinger
Publisher: Edward Elgar Publishing
ISBN: 1788974328
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
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.
Author: Robert Govers
Publisher: Reputo Press
ISBN: 9082826518
Category : Social Science
Languages : en
Pages : 180
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Book Description
Americans are loud. Amsterdam equals sex, drugs, and rock & roll. Mexicans are lazy and Germans are boring, but punctual. Paris is romantic, Wuhan infectious, Ukrainians heroic, and New Zealand untouched. This is the way people around the world think about cities, regions and countries and the communities that live there; through cliches and stereotypes. It can be frustrating and hindering trade, diplomacy, investment, tourism, or talent attraction. Many believe that such image problems can be resolved with advertising campaigns, but the classic tourism promotion model is broken and insufficient. This book explains what works and what doesn’t when it comes to improving the reputation of cities, regions, and countries. It does so without the use of jargon and with reference to numerous case-studies. The book primarily aims to inspire readers and offer them a broad overview of an issue in modern society that is of interest and relevance to all of us: the reputation of our communities.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136411097
Category : Business & Economics
Languages : en
Pages : 328
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Book Description
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.
Author: Papadopoulos, Nicolas
Publisher: Edward Elgar Publishing
ISBN: 1839107375
Category : Business & Economics
Languages : en
Pages : 387
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Book Description
This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
Author: Ceridwyn King
Publisher: Edward Elgar Publishing
ISBN: 1803925515
Category : Business & Economics
Languages : en
Pages : 317
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Book Description
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.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1838
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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
