Rethinking Place Branding

Rethinking Place Branding
Author: Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashworth
Publsiher: Springer
Total Pages: 248
Release: 2014-11-25
Genre: Business & Economics
ISBN: 9783319124247

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As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

Rethinking Place Branding

Rethinking Place Branding
Author: Mihalis Kavaratzis,Gary Warnaby,Gregory J. Ashworth
Publsiher: Springer
Total Pages: 248
Release: 2014-11-25
Genre: Business & Economics
ISBN: 9783319124247

Download Rethinking Place Branding Book in PDF, Epub and Kindle

As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.​

Place Branding

Place Branding
Author: Pantea Foroudi,Chiara Mauri,Charles Dennis,T C Melewar
Publsiher: Routledge
Total Pages: 342
Release: 2020-02-06
Genre: Business & Economics
ISBN: 9781317080640

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Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Cultural Quarters

Cultural Quarters
Author: Simon Roodhouse
Publsiher: Intellect Books
Total Pages: 258
Release: 2010-09-01
Genre: Architecture
ISBN: 9781841504384

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This definitive book provides a conceptual context for cultural quarters through a detailed discussion concerning the principles of urban design and planning. To examine these issues, the book presents several case studies drawn from Northern England, Ireland and Vienna to position the emergence of specific cultural areas within a historical and social context and the economics of maintaining the respective districts.Extending this investigation, the author provides an explicit analysis of Bolton Borough Council’s moves towards establishing a cultural sector in the town centre, with references to previous funding models employed by Birmingham City Council and the British Museum. The book offers a concise illustration of how cultural practice is maintained and expanded within an urban environment. This single volume, packed with detail, can be used in higher education courses to support the study of cultural policy, management and regeneration.

Inclusive Place Branding

Inclusive Place Branding
Author: Mihalis Karavatzis,Massimo Giovanardi,Maria Lichrou
Publsiher: Routledge
Total Pages: 196
Release: 2017-11-22
Genre: Business & Economics
ISBN: 9781317216711

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Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Destination Branding for Small Cities

Destination Branding for Small Cities
Author: Bill Baker
Publsiher: Destination Branding Book
Total Pages: 191
Release: 2007
Genre: Business & Economics
ISBN: 0979707609

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Branding is one of todays hottest and most misunderstood destination marketing concepts. Baker provides much needed clarity and shows how to develop a successful brand strategy for tourism and economic development. It is an essential handbook for place marketers that demystifies branding, provides steps to reveal a community brand, and uses real world examples, as well as proven tools, templates, and checklists to launch a city brand that will generate broad stakeholder support and resonate with customers.

Towards Effective Place Brand Management

Towards Effective Place Brand Management
Author: Gregory Ashworth,Mihalis Kavaratzis
Publsiher: Edward Elgar Publishing
Total Pages: 294
Release: 2010-01-01
Genre: Business & Economics
ISBN: 9781849806398

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Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in theiragenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide adetailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts. This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. As such, it will strongly appeal to both academics and practitioners in the fields of place marketing, place branding, local development, tourism planning and development, tourism marketing, cultural geography, urban and regional planning. Consultants in local authorities, national and regional tourism boards will also find this to be a fascinating read.

Online Place Branding

Online Place Branding
Author: Phoenix Lam
Publsiher: Routledge
Total Pages: 204
Release: 2020-12-28
Genre: Business & Economics
ISBN: 9780429816468

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Through an interdisciplinary approach combining the concepts, methods and tools in language and discourse studies and insights from marketing and tourism research, this book examines the online place branding of Hong Kong, one of the most visited cities and well-known spots in the world. The book compares how the place brand is officially constructed and conveyed by the institutional bodies, as realised on the Brand Hong Kong website online, with how the place brand is publicly experienced and perceived by individuals around the world, as realised on the TripAdvisor Hong Kong travel forum online. The book also includes comparative analysis between Singapore and Hong Kong to provide better understanding of online place branding and findings from the comparative study identify interesting similarities and differences between the official portrayal of the place brand of Hong Kong and its public perception in the digital realm, as well as between Hong Kong and Singapore in online place branding. The book also offers evidence-based suggestions on how we can bridge the gap between the online representation and perception of a place brand and how to enhance online place branding in general.