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International Place Branding Yearbook 2010 : Place Branding in the New Age of Innovation - Frank M. Go

International Place Branding Yearbook 2010

Place Branding in the New Age of Innovation

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Published: 27th October 2010
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The International 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.

Each chapter is supported with examples of relevant place brands or specific perspectives. The book's coverage of cases affords insights into trends and place branding techniques used in both industrialised and emerging markets.

About the Author

Frank Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, sustainable business development. He serves as Academic Director of the MSc program - a joint program of RSM/Hotel School, The Hague - and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-) authored more than 125 articles, official reports and book chapters in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organisations.

Robert Govers is currently serving as Adjunct Associate Professor, holding the Visit Flanders Chair in Tourism Management of the Consortium University of Leuven, Belgium, where he was also Project Manager at the Flemish Centre for Tourism Policy Studies. Besides this he is a Visiting Faculty with The Hotel School, The Hague, Rotterdam School of Management, IULM University in Milan, the University of Turin and several institutes in Dubai. He co-authored many publications in the field of place branding and image, tourism, hospitality and quality management. As a project manager, Govers has been involved in many consultancy projects for reputable organizations such as IATA, the European Commission, the Flemish Government and various Dutch ministries and tourism promotion boards, and has taught courses on place branding, marketing, services marketing, strategic services management, and research methods.

'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

List of Figures and Tablesp. ix
Prefacep. x
Acknowledgmentsp. xii
About the Bookp. xiii
Notes on the Contributorsp. xv
Introductionp. xxii
Defining Strengths and Limitations of the Place Branding Fieldp. xxii
Place Brand Positioningp. xxv
Managing Place Branding: From Integration Toward Interactionp. xxviii
Measuring Place Brand Performancep. xxxiii
Future Place Brand Research Agendap. xxxv
Organization of the Bookp. xlii
Multidisciplinary Perspectives
An Organizational Perspective on Space and Place Brandingp. 3
Introductionp. 3
Liquid Space and Material Spacep. 4
Brandsp. 5
Three Suspicions About Brands, Place and Organizationp. 6
Concluding Remarksp. 10
A Political Perspective on Place Brandingp. 12
Introductionp. 12
Where National Images Originatep. 15
Nation Branding or Public Diplomacy?p. 16
A Different Kind of Forcep. 19
Place Marketing as Politics: The Limits of Neoliberalismp. 21
Introductionp. 21
Place Marketing as Class Politicsp. 22
The Futurep. 29
Knowledge Theory Perspectives on Place Brandingp. 31
Situated Emergent Meaningp. 31
The Nature of Systems and Their Relation to Researchp. 32
Rethinking Research and Riskp. 34
The Role of Narrativep. 36
Self-signified Micro-narrativep. 38
A Model for Decision-makingp. 41
Mini-scenariosp. 42
Summaryp. 42
Country Images: Why They Influence Consumersp. 45
Why Is Country of Origin Important?p. 45
The Impact of Country of Origin on Consumer Information Processingp. 48
How Can Country of Origin Be Used by Marketers?p. 50
Individual Place Case Studies
Case A: The Role of Nokia in Branding Finland - Companies as Vectors of Nation Brandingp. 55
Introductionp. 55
Identityp. 56
Creating a Country Imagep. 58
Methodologyp. 59
Searching for the Soul of a Nation: The Symbiotic Brand Relationship between Nokia and Finlandp. 60
Discussionp. 63
Case B: Branding Nonmetropolitan Illinois - A Normative Decision Analysisp. 66
Introductionp. 66
Market Segmentsp. 67
Theoretical Frameworkp. 67
Methodologyp. 69
Results and Discussionp. 71
Counties, Benefits and Attributes in Residents' Perceptual Spacep. 73
Conclusionp. 76
Case C: Creating Desert Islands - Abu Dhabip. 77
Contextp. 77
Populationp. 77
Economyp. 78
Dubaip. 78
Abu Dhabip. 78
The Desert Islandsp. 80
Creating an Island Experiencep. 82
Lessons from Desert Islandsp. 85
Case D: In the Shadow of Bangalore - Place Branding and Identity for Chennaip. 88
A Global Context for Place Brandingp. 88
The Indian Context of Branding for Chennaip. 90
Chennai's Economic Portfoliop. 91
Tensions or Synergies: Post-colonial Cities, Modernization and Heritagep. 95
Place Branding as Co-brandingp. 96
Case E: Public-Private Partnership to Foster Science, Higher Education and Innovation - The Case of Switzerland with swissnex Bostonp. 97
Introductionp. 97
What is swissnex?p. 98
swissnex Bostonp. 100
Lessons Learnedp. 107
Conclusionp. 108
The Future Evolution of Place Branding
Social Media and Immersive Worlds: Why International Place Branding Doesn't Get Weekends Offp. 113
Gaza and the Escalation of Virtual Protestsp. 114
A Twitter Press Conference; A You Tube Campaignp. 115
The E-branding of Placesp. 121
Place Brand Analysisp. 122
Place Brand Essencep. 125
Place Brand Implementationp. 128
Conclusionp. 132
News Coverage of Foreign Place Brands: Implications for Communication Strategiesp. 134
Place Brand Representation, News Media and Agenda-Settingp. 134
Methodology of Content Analysisp. 136
Results: Coping with Negativityp. 138
Implications for Place Communication Strategiesp. 145
Place Branding and Intellectual Propertyp. 147
Introduction: A Cultural-Economic Approach to Tourism Developmentp. 147
Development Regulation: From Individual Rights to Collective Intellectual Propertyp. 149
The Enforcement of Collective Intellectual Property: Toward "Area Labels" as a Hierarchical Brand Systemp. 152
Conclusionp. 154
Website Analysis: Brand Africap. 156
Introductionp. 156
Theoretical Frameworkp. 158
Methodologyp. 160
Results: Tourism Websites Structure and Projected Destination Imagep. 163
Conclusions and Discussionp. 168
Orchestrating the Innovation Process of Place Brandingp. 172
Introductionp. 172
Innovation of Place Branding and Destination Marketingp. 174
Case Study: Mysore City - Connecting Challenges with Value-creating Activitiesp. 177
Conclusionsp. 183
Bibliographyp. 184
Name Indexp. 200
Subject Indexp. 204
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780230279544
ISBN-10: 0230279546
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 234
Published: 27th October 2010
Publisher: Palgrave Macmillan
Country of Publication: GB
Dimensions (cm): 24.1 x 16.0  x 2.1
Weight (kg): 0.58
Edition Number: 1