How to Brand Nations, Cities and Destinations : A Planning Book for Place Branding

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. Place branding has rapidly emerged as a new and fascinating area, filled with challenges. This book guides the reader through the successes and failures, with practical advice. Place branding is a fairly new, but growing field which is attracting considerable interest. There are few comprehensive books on the subject. The authors are recognized as leading authorities in the field, regularly speaking and writing on the subject worldwide. The book includes great case studies and practical advice for the reader. 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 "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."--Jacket Front Matter....Pages i-ix Introduction....Pages 1-2 Theoretical Framework for Developing a Place Brand....Pages 3-29 The Process of Building a Country Brand and the Cornerstones of Success....Pages 30-76 City and Destination Branding....Pages 77-146 Operational Plan....Pages 147-188 Back Matter....Pages 189-202