This textbook shows how cities, regions and countries adopt
branding strategies similar to those of leading household brand
names in an effort to differentiate themselves and emotionally
connect with potential tourists.
It asks whether tourist destinations get the reputations they
deserve and uses topical case studies to discuss brand concepts and
challenges. It tackles how place perceptions are formed, how
cities, regions and countries can enhance their reputations as
creative, competitive destinations, and the link between
competitive identity and strategic tourism policy making.
25 completely new chapters authored by place brand consultants,
destination marketers, diplomats, designers and academics,
including Anholt, Kotler, Olins and other leading authorities
Truly global coverage, with new case studies and examples from
Europe, the Americas, Africa, the Middle East and
Asia-Pacific
Consideration of contemporary issues surrounding place reputation
management, such as the importance of digital platforms, social
networking, and media and public relations
General
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