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Full Description
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools.
Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters.
This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics.
Contents
Foreword
Robert Govers
Chapter 1. Introduction
Part I: Conceptual and theoretical bases
Chapter 2. From a public-policy to a place-marketing perspective
Chapter 3. Attractiveness
Chapter 4. Place branding and place marketing
Part II: Main features of place branding and marketing
Chapter 5. Place in attractiveness policies
Chapter 6. Stakeholders in attractiveness policies
Chapter 7. Prioritisation in attractiveness policies
Chapter 8. Marketing tools in attractiveness policies
Part III: Critical perspectives on place branding and marketing
Chapter 9. Governing place-brand meanings: pitfalls in search of congruity
Chapter 10. A critical typology of "good place branding": lessons from place-branding expertise
Chapter 11. Branding Chongqing: how does the city government manage Chinese city branding?
Chapter 12. The Case of Benin, West Africa: the "Revealing Benin" programme
Part IV: Strategy and evaluation
Chapter 13. A strategy for place development
Chapter 14. Monitoring and evaluation
Chapter 15. Conclusion
