Buch, Englisch, 202 Seiten, Format (B × H): 163 mm x 238 mm, Gewicht: 480 g
A Planning Book for Place Branding
Buch, Englisch, 202 Seiten, Format (B × H): 163 mm x 238 mm, Gewicht: 480 g
ISBN: 978-0-230-22092-8
Verlag: Springer Nature Singapore
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
Introduction PART I: THEORETICAL FRAMEWORK FOR DEVELOPING A PLACE-BRAND What is a Brand? Importance of a Place-Brand and Benefits of a Brand A Brand Theoretical Basics of Thinking How is A Brand Created? Challenges in Building a Place-Brand Success Factors of Place Marketing PART II: THE PROCESS OF BUILDING A COUNTRY-BRAND AND THE CORNERSTONES OF SUCCESS Case Norway Case Australia Case Scotland Other Experiences in Country-Branding Projects Summary PART III: CITY AND DESTINATION BRANDING Copenhagen: A City Branding Case from Northern Europe Chicago: A City Branding Case from the U.S. Comparison between the U.S. and Northern European Branding Tourism Destination Branding Case Studies of World's Premiere Ski Destination Brands PART IV: OPERATIONAL PLAN Country Brand: Operational Plan in Stages Country Brand: Summary of the Operational Plan Country Brand: Financing Country Brand: Timetable Destination Brand: Operation Plan in Stages Destination Brand: Summary of the Operational Plan