International place branding yearbook 2010 ; Place branding in the new age of innovation

The Place Branding Yearbook 2010 Examines The Case For Applying Brand And Marketing Strategies And Tactics To The Economic, Social, Political And Cultural Development Of Places Such As Communities, Villages, Towns, Cities, Regions, Countries, Academic Institutions And Other Locations To Help Them Compete In The Global, National And Local Markets. Edited By Frank M. Go, Robert Govers. Cover ......Page 1 Contents ......Page 6 List of Figures and Tables......Page 10 Preface......Page 11 Acknowledgments......Page 13 About the Book......Page 14 Notes on the Contributors......Page 16 Defining Strengths and Limitations of the Place Branding Field......Page 23 Place Brand Positioning......Page 26 Managing Place Branding: From Integration Toward Interaction......Page 29 Measuring Place Brand Performance......Page 34 Future Place Brand Research Agenda......Page 36 Organization of the Book......Page 43 Part 1: Multidisciplinary Perspectives......Page 52 Introduction......Page 54 Liquid Space and Material Space......Page 55 Brands......Page 56 Three Suspicions About Brands, Place and Organization......Page 57 Concluding Remarks......Page 61 Introduction......Page 63 Where National Images Originate......Page 66 Nation Branding or Public Diplomacy?......Page 67 A Different Kind of Force......Page 70 Introduction......Page 72 Place Marketing as Class Politics......Page 73 The Future......Page 80 Situated Emergent Meaning......Page 82 The Nature of Systems and Their Relation to Research......Page 83 Rethinking Research and Risk......Page 85 The Role of Narrative......Page 87 Self-signified Micro-narrative......Page 89 A Model for Decision-making......Page 92 Summary......Page 93 Why Is Country of Origin Important?......Page 96 The Impact of Country of Origin on Consumer Information Processing......Page 99 How Can Country of Origin Be Used by Marketers?......Page 101 Part 2: Individual Place Case Studies......Page 104 Introduction......Page 106 Identity......Page 107 Creating a Country Image......Page 109 Methodology......Page 110 Searching for the Soul of a Nation: The Symbiotic Brand Relationship between Nokia and Finland......Page 111 Discussion......Page 114 Introduction......Page 117 Theoretical Framework......Page 118 Methodology......Page 120 Results and Discussion......Page 122 Counties, Benefits and Attributes in Residents’ Perceptual Space......Page 124 Conclusion......Page 127 Population......Page 128 Abu Dhabi......Page 129 The Desert Islands......Page 131 Creating an Island Experience......Page 133 Lessons from Desert Islands......Page 136 A Global Context for Place Branding......Page 139 The Indian Context of Branding for Chennai......Page 141 Chennai’s Economic Portfolio......Page 142 Tensions or Synergies: Post-colonial Cities, Modernization and Heritage......Page 146 Place Branding as Co-branding......Page 147 Introduction......Page 148 What is swissnex?......Page 149 swissnex Boston......Page 151 Lessons Learned......Page 158 Conclusion......Page 159 Part 3: The Future Evolution of Place Branding......Page 162 11 Social Media and Immersive Worlds: Why International Place Branding Doesn’t Get Weekends Off......Page 164 Gaza and the Escalation of Virtual Protests......Page 165 A Twitter Press Conference; A YouTube Campaign......Page 166 12 The E-branding of Places......Page 172 Place Brand Analysis......Page 173 Place Brand Essence......Page 176 Place Brand Implementation......Page 179 Conclusion......Page 183 Place Brand Representation, News Media and Agenda-Setting......Page 185 Methodology of Content Analysis......Page 187 Results: Coping with Negativity......Page 189 Implications for Place Communication Strategies......Page 196 Introduction: A Cultural-Economic Approach to Tourism Development......Page 198 Development Regulation: From Individual Rights to Collective Intellectual Property......Page 200 The Enforcement of Collective Intellectual Property: Toward “Area Labels” as a Hierarchical Brand System......Page 203 Conclusion......Page 205 Introduction......Page 207 Theoretical Framework......Page 209 Methodology......Page 211 Results: Tourism Websites Structure and Projected Destination Image......Page 214 Conclusions and Discussion......Page 219 Introduction......Page 223 Innovation of Place Branding and Destination Marketing......Page 225 Case Study: Mysore City – Connecting Challenges with Value-creating Activities......Page 228 Conclusions......Page 234 Bibliography......Page 235 Name Index......Page 251 Subject Index......Page 255 "This is a valuable and wide-ranging volume which will be of great interest to practitioners and scholars of place branding alike."--Nicholas J. Cull, Professor of Public Diplomacy, University of Southern California. 'In order to advance the field of place branding, a much stronger multidisciplinary approach is required than has occurred to date. The intellectual bridging between different fields provided by this book represents an important step in embracing that multidisciplinary perspective. -- Keith Dinnie, Associate Professor of Business, Temple University Japan This book has captured the heart of the theoretical and practical aspects of place branding as a strategic component of business today. Go and Govers have managed to succinctly present the various facets of this topic in a cohesive, logical and comprehensive manner. They have brought together key scholars and thinkers in the field and produced the most up-to-date scenario of the state of research and practice.' - TC Melewar, Professor of Marketing and Strategy, Zurich University of Applied Sciences Cover; Contents; List of Figures and Tables; Preface; Acknowledgments; About the Book; Notes on the Contributors; Introduction by Frank M. Go & Robert Govers; Defining Strengths and Limitations of the Place Branding Field; Place Brand Positioning; Managing Place Branding: From Integration Toward Interaction; Measuring Place Brand Performance; Future Place Brand Research Agenda; Organization of the Book; Part 1: Multidisciplinary Perspectives; 1 An Organizational Perspective on Space and Place Branding; 2 A Political Perspective on Place Branding. "This book examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets."--Publisher Surveys The World Of Place Branding And Marketing And Offers Readers An Illuminating Overview Of The State-of-the-art Of Place Branding Principles, Practices And Processes