Place Branding

Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced

By: R. Govers, F. Go

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Hardcover | 23 July 2009 | Edition Number 1

At a Glance

Hardcover
340 Pages

Dimensions(cm)
23.39 x 15.6 x 2.06

Hardcover

$117.74

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The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.

Industry Reviews

'This book makes a very useful addition to the rather scarce literature on the subject. What I always look for, and what I'm particularly gratified to find in this book, is a prominent acknowledgement of the 'deeds not words' school of thought which I devote most of my energies to communicating.' - Simon Anholt, Government Advisor; Author of the Anholt Nation Brands Index and Competitive Identity (Palgrave); Member of the UK Foreign Office's Public Diplomacy Board

'Robert Govers and Frank Go's new book brings a new level of intellectual rigour to the often misunderstood subject of place branding.' - Nicholas Ind, Managing Partner of Equilibrium Consulting; Author of Living the Brand (Kogan Page) and Branding Governance (Wiley)

'This book is a valuable addition to current thinking on the subject of place branding. It offers fresh insights and perspectives. I thoroughly recommend it for practioners and students of place marketing' Roger Pride, Marketing Director of Visit Wales and co-author of Destination Branding, Creating the Unique Destination Proposition (Elsevier)

'I truly appreciate this book's attempt to approach the practice of place branding from an (applied-) academic perspective.' - Sicco van Gelder, Founder of Placebrands and author of Global Brand Strategy-Unlocking Branding Potential Across Countries, Cultures and Markets (Kogan Page).

'The reader will likely find the book to be an intellectually stimulating experience; as noted previously, the depth of research and efforts to validate the claims put forward by the authors make the book enlightening and fascinating.' Elsa Wilkin-Armbrister, Annals of Tourism Research

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Sales & Marketing Advertising Economics Industry & Industrial Studies Service Industries Tourism Industry International Business

List of Figures, Tables and Exhibits	p. viii
Preface	p. x
Acknowledgements	p. xiii
Introduction	p. 1
Background	p. 3
Relevance	p. 5
The Need to Deconstruct the Place Branding Model	p. 9
Branding as a Solution	p. 12
Place Branding	p. 13
Definitions	p. 16
How to Read this Book	p. 21
Towards Place Branding	p. 23
The Origins of Place Branding	p. 25
The Philosophy of Place Branding (1641-1950)	p. 25
The Psychology of Place Branding (1890-1990)	p. 29
Immediate Discipline	p. 34
Marketing under Pressure (1980-2000)	p. 34
New Marketing Emerges (2000-5)	p. 36
Current Perspectives and the Need for a Place Branding Model	p. 40
Summary of Part 1	p. 43
Place Brand Strategy	p. 45
Strategic Place Branding Elements	p. 49
Place Identity as Sustainable Competitive Advantage	p. 49
Projected Place Image	p. 59
Product Offering Based on Identity	p. 67
Conclusion: Brand Strategy Gap	p. 71
Signature Case Dubai: Brand Strategy	p. 73
Introduction	p. 74
Historical Constructions of Dubai	p. 76
Dubai in the New Globalized Economy Today	p. 81
Diversified Product Offering	p. 88
Creating Brand Dubai	p. 95
Success Factors	p. 98
Brand Dubai and Its Cultural Identity	p. 103
Conclusion	p. 105
Case Zeeland (The Netherlands): Place Identity Research	p. 108
Research Background: Dutch Zeeland	p. 110
Survey Method	p. 111
Results	p. 112
Conclusion	p. 116
Case Flanders (Belgium): Place Identity Research	p. 117
The Existence of a Flemish Identity	p. 118
Bottom-up Flemish Place Identity Survey	p. 123
Conclusion	p. 128
Summary of Part 2	p. 130
Place Brand Performance	p. 133
Place Brand Performance Elements	p. 135
Place Experience as Hedonic Consumption	p. 136
A Product Offering that Delivers the Place Experience	p. 139
Experiencing Place in Alternative Ways	p. 142
Projecting Place Experiences: Pictures and Text	p. 144
Conclusion: The Place Brand Performance Gap	p. 148
Signature Case Dubai: Projected Image Research	p. 151
Data Collection	p. 152
Content Analysis of Pictures	p. 155
Content Analysis of Text	p. 156
Results	p. 157
Conclusion	p. 165
Mini Case Zeeland (The Netherlands): Place Experience	p. 168
Experience Branding Zeeland	p. 169
Encounters of Host and Guest	p. 173
Conclusion	p. 174
Summary of Part 3	p. 175
Place Brand Satisfaction	p. 177
Place Brand Satisfaction Elements	p. 179
Perceived Place Image	p. 180
Visitor Identity as Image Self-focus	p. 184
Temporal Environmental or Situational Influences	p. 187
Shared Meaning through Narratives	p. 189
Conclusion: Place Brand Satisfaction Gap	p. 191
Case The Netherlands: Perceived Image Research	p. 194
Research Background	p. 194
Survey Method	p. 195
Data Collection	p. 200
Results	p. 202
Conclusion	p. 205
Signature Case Dubai: Perceived Image Research	p. 208
Survey Method	p. 208
Questionnaire	p. 210
Comparative Cases	p. 215
Sample	p. 218
Results	p. 222
Conclusion	p. 237
Summary of Part 4	p. 241
Conclusion	p. 243
The 3-Gap Place Branding Model	p. 245
Signature Case Dubai: Research Conclusions	p. 250
How to Build Strong Place Brands that Bridge Gaps	p. 254
Place Brand Analysis	p. 256
Designing the Place Brand Essence	p. 257
Place Brand Implementation	p. 260
Final Thoughts	p. 268
Suggested Reading	p. 270
Survey Content Analysis Procedure	p. 271
Dubai	p. 273
Canary Islands	p. 276
Flanders	p. 278
Florida	p. 280
Morocco	p. 282
Singapore	p. 285
Wales	p. 288
Bibliography	p. 290
Name Index	p. 309
Subject Index	p. 315
Table of Contents provided by Ingram. All Rights Reserved.

Place Branding

Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced

At a Glance

Hardcover

Industry Reviews

Shipping

How to return your order

Defective items

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