Place Brands: Branding Cities, Regions & Countries for Sustainable Competition (Hardback)Sicco van Gelder (author)
Hardback 224 Pages / Published: 03/01/2019
- Out of stock
Increasingly, cities regions and countries compete with other places for attention, investment, visitors, shoppers, talent, events, and the like. Accelerated and intensified globalisation has lead to a situation where the main competition is no longer the city down the road or the town across the bay, but where competitors are places half a world away. And this global competition is no longer limited to big cities and countries; it now directly affects all places. A place brand is a place's promise of value, a promise that needs to be kept. Place branding is the practice of developing a strategy that defines the value the place offers its consumers (e.g. residents, workers, employers, investors, tourists) - and this new title shows readers how to do this. Including case studies from Botswana, Ecuador, Kenya, Malaysia, Tanzania, Uganda, Amsterdam, Southampton, The Hague and the US, Place Brands looks at the following areas: What is place branding?; Why brand places?; What is required for place branding?; Who should be involved?; How do you develop a brand strategy for a place?; How do you develop a marketing strategy and an implementation plan for a place?; What are the issues in managing a place brand?; How do you implement a place brand? This practical guide is an essential purchase for brand managers, marketing managers and students alike.
Publisher: Kogan Page Ltd
Number of pages: 224
Dimensions: 234 x 156 mm
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