This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.
Florian Kaefer is the founder and editor of The Place Brand Observer (PlaceBrandObserver.com), the leading online magazine and knowledge hub on place reputation and the branding of cities, regions, destinations and counties. Florian is an accredited journalist (Germany) and holds a PhD in Management Communication from the University of Waikato, New Zealand.Inhalt
Introduction to an Insider's Guide to Place Branding.- Place Branding Essentials: Understanding Place Branding.- Keys for Place Branding Success.- How Place Branding Can Contribute to a Better World.- Place Branding: The Future.- Interviews With Experts: Adam Mikolajczyk on Meaningful City Branding.- Dr. Andrea Lucarelli on the Politics of Place Branding.- Andrew Hoyne on Placemaking and Place Branding in Australia.- Anupam Yog on Place Branding and Placemaking in India.- Aparna Dutt Sharma on India, Nation Branding and Investment Promotion.- Bill Baker on Destination Branding for Small Cities and Regions.- Bill Geist on the Future of Destination Marketing and DMO's.- Buck Song Koh on Brand Singapore and Successful Nation Branding.- Caio Esteves on Place Branding in Brazil and Latin America.- Dr. Cecilia Cassinger on City Branding and Sustainability in the Nordics.- Dr. Cecilia Pasquinelli on Urban Competitiveness and Cultural Economy.- Christopher Hire on Strong City Brands and Data-Led Innovation.- Ed Burghard on Economic Development and Brand America.- Dr. Eduardo Oliveira on Place Branding and Strategic Spatial Planning.- Dr. Efe Sevin on Exurban Place Branding.- Erling Fossen on Oslo, City Brand Reputation and Sustainability.- Dr. Gary Warnaby on City Marketing and Retail Destinations.- Günter Soydanbay on City Branding, Turkey and Psychology.- Gustavo Koniszczer on Country Branding in Latin America.- Dr. Heather Skinner on Responsible Tourism, Corfu and Place Branding.- Dr. Hila Oren on Placemaking and City Branding in Tel Aviv.- Hjörtur Smárason on Place Branding, Future Cities and Brand Africa.- Dr. Hong Fan on City Branding in China and Public Diplomacy.- Inga Hlín Pálsdóttir on Destination Branding and Iceland.- Dr. Irina Shafranskaya on City Happiness and Place Branding in Russia.- Jaume Marín on Destination Branding and Social Media.- Jeannette Hanna on Creating Authentic Place Brands.- Jeremy Tamanini on Dubai, the Green Economy and Country Reputation.- Dr. Joao Freire on Place Branding in Portugal and the Middle East.- Dr. Jordi de San Eugenio Vela on City Branding and Public Diplomacy.- Jose Filipe Torres on the Branding and Digital Reputation of Countries.- José Pablo Arango Calle on Country Branding in Colombia.- Juan Carlos Belloso on City Branding and the Case of Barcelona.- Dr. Madgalena Florek on Place Marketing and Brand Equity.- Malcolm Allan on City Branding and Placemaking in Great Britain.- Dr. Marta Herezniak on Place Brand Effectiveness.- Dr. Martin Boisen on Place Brand Management.- Dr. Natasha Grand on Creating Place Identity.- Dr. Oliver Zöllner on Place Branding in Germany.- Pärtel-Peeter Pere on Nordic Place Branding and Talent Attraction.- Rebecca Smith on Country Branding in New Zealand.- Dr. Robert Govers on the Origins and Future of Place Branding.- Dr. Sebastian Zenker on Place Marketing and City Branding in Europe.- Dr. Sonya Hanna on Strategic Place Brand Management.- Dr. Stella Kladou on How Culture Impacts City Branding.- Todd Babiak on Meaningful Place Branding and Storytelling.- Tom Buncle on Destination Branding, Tourismand Crisis Recovery.