Product 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.

* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.
* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia.
* Considers the web as a channel of place branding/promotion and its effects on the industry

Product Details

• Amazon Sales Rank: #320348 in Books
• Published on: 2004-06-26
• Original language: English
• Number of items: 1
• Binding: Paperback
• 336 pages

Review
"With substantial investments being made by public
and private sectors into destination brands it is only fitting that such an authoritative text be
published. This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing."
Ian Macfarlane, B. Com., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand

"The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing."
Francesco Frangialli, Secretary-General of the World Tourism Organisation

From the Publisher
By focusing on a range of global case studies, Destination Branding: creating the unique destination proposition demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to Destination Branding reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

From the Author
This is the second edition of our popular text, Destination Branding. It has been expanded with the inclusion of six new chapters, authored by 24 leading marketing, advertising and branding experts, including Philip Kotler and Wally Olins. Organised in three parts - destination branding in context, destination branding challenges and destination branding in practice - it includes case studies drawn from: Australia, Cuba, Singapore, Shanghai, New Zealand, Louisiana, Philadelphia, Wales and Eastern Europe.

The second edition takes account of the dynamic nature of destination marketing by focusing particular attention on the roles of special events (e.g. the 2000 & 2004 Olympic Games and the 2010 Ryder Cup), film and the media (e.g. the Lord of the Rings trilogy), the web and public and media relations in creating destination image.

Place branding is one of today's hottest topics amongst marketing professionals and politicians and can enhance a destination's economy, self-image and identity. This collection of essays is the only book of its kind to bring together leading academics and industry professionals, each of whom has their own unique perspective on this fascinating field.

Customer Reviews

Excellent effort at defining how we feel for destinations
I started looking at this text as a way of understanding the wave of Asian outsourcing. How can certain destinations attract manufacturing, and even service businesses, for reasons other than people and infrastructure alone? The cases in this book lean towards the tourist industry (and I would also have liked to have read about the branding of Kerala in India), but even so they give the reader a good understanding of how one place can make itself more attractive than another.

The World of Destination Branding
After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world's leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.
Bill Baker, Author of Destination Branding for Small Cities