Insider's guide to place branding : shaping the identity and reputation of cities, regions and countries

Insider's guide to place branding : shaping the identity and reputation of cities, regions and countries / Florian Kaefer.

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 d...

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Bibliographic Details
Main Author: Kaefer, Florian
Format: eBook
Language:English
Published: Cham : Springer, 2021.
Series:Management for professionals.
Subjects:
Branding (Marketing)
Place marketing.
branding.
Place marketing
Online Access:Click for online access
Table of Contents:
  • Intro
  • Acknowledgements
  • Disclaimer
  • Contents
  • Introduction to an Insiderś Guide to Place Branding
  • Part I: Place Branding Essentials
  • Understanding Place Branding
  • What Is a Place Brand?
  • What Is Place Branding?
  • How Place Branding Differs from Private Sector Branding
  • How Place Branding Differs from Place Marketing
  • Why Engage with Place Branding: How Useful Is It?
  • Keys for Place Branding Success
  • Why Do Many Place Branding Projects Fail?
  • Misconceptions About What Place Branding Is About
  • Political or Institutional Instability and Lack of Leadership
  • Insufficient Funding
  • Insufficient Stakeholder Engagement and Collaboration
  • Place Brand Proposition Is Not Representative
  • Keys to Place Branding Success
  • Educate and Communicate
  • Leadership: Involve the Right Partners and Stakeholders
  • Ensure Adequate Funding
  • Ensure Brand Authenticity Through Involving the Local Community
  • Measure and Monitor Success!
  • How to Measure Place Branding Effectiveness and Impact
  • Be Clear About What to Measure, by Setting KPIs
  • Take Your Time for Determining Branding Effectiveness and Impact
  • Use Rankings for Benchmarking
  • Monitor Changes in Perception and Emotions Towards Your Place
  • Determine Internal Buy-in
  • How Place Branding Can Contribute to a Better World
  • Overtourism: How Place Branding Can Help
  • Climate Emergency: How Can Place Branding Help to Address It?
  • Place Branding as Facilitator of Peace and Harmony
  • Place Branding: The Future
  • Trends Impacting Place Branding Practice
  • From Place Promotion to Placemaking and Management
  • Sustainability
  • Stronger Collaboration Within and Across Places
  • Focus on Attracting Talent-and Making Sure It Sticks Around
  • Focus on Values and People
  • Digital Transformation
  • Research Priorities: Questions to Be Answered
  • Part II: 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 DMOs
  • 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

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