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F. Go, R. Govers (Beteiligte)

Place Branding


Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced
1st ed. 2009. 2009. xiv, 324 S. 235 mm
Verlag/Jahr: SPRINGER PALGRAVE MACMILLAN; PALGRAVE MACMILLAN UK 2009
ISBN: 1-349-31167-7 (1349311677)
Neue ISBN: 978-1-349-31167-5 (9781349311675)

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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.
List of Figures List of Tables Preface PART I: TOWARDS PLACE BRANDING Introduction The Origins of Place Branding Immediate Discipline Summary of Part I PART II: PLACE BRAND STRATEGY Strategic Place Branding Elements Signature Case Dubai: Brand Strategy Case Zeeland (The Netherlands): Place Identity Research Case Flanders (Belgium): Place Identity Research Summary of Part II PART III: PLACE BRAND PERFORMANCE Place Brand Performance Elements Signature Case Dubai: Projected Image Research Mini Case Zeeland (The Netherlands): Place Experience Summary of Part III PART IV: PLACE BRAND SATISFACTION Place Brand Satisfaction Elements Case The Netherlands: Perceived Image Research Signature Case Dubai: Perceived Image Research Summary of Part IV PART V: CONCLUSION The 3-gap Place Branding Model Signature Case Dubai: Research Conclusions How to Build Strong Place Brands that Bridge Gaps Appendix I: Suggested reading Appendix II: Survey Content Analysis Procedure Dubai Canary Islands Flanders Florida Morocco Singapore Wales References
´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