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基本説明
This book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts.
Full Description
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in their agenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field.
The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide a detailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts.
This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. As such, it will strongly appeal to both academics and practitioners in the fields of place marketing, place branding, local development, tourism planning and development, tourism marketing, cultural geography, urban and regional planning. Consultants in local authorities, national and regional tourism boards will also find this to be a fascinating read.
Contents
Contents:
1. Place Branding: Where Do We Stand?
Mihalis Kavaratzis and Gregory Ashworth
2. Place Branding Theory: A Cross-domain Literature Review from a Marketing Perspective
Graham Hankinson
3. Is Corporate Branding Relevant to Places?
Mihalis Kavaratzis
4. Place Marketing, Local Identity and Branding Cultural Images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus
Alex Deffner and Theodore Metaxas
5. Branding Madrid: From 'Madrid Global' to 'Global Madrid'
María Cristina Mateo and Gildo Seisdedos
6. Managing Otherness: The Political Economy of Place Images in the Case of Tuscany
Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli
7. Place-making or Place Branding? Case Studies of Catalonia and Wales
Assumpció Huertas Roig, Annette Pritchard and Nigel Morgan
8. Branding Aalborg: Building Community or Selling Place?
Anette Therkelsen, Henrik Halkier and Ole B. Jensen
9. Mind the Gap: Reputation, Identity and Regeneration in Post-Industrial Cities
Myfanwy Trueman, Nelarine Cornelius, Mirza Mohammed Ali Baig and
Joyce Liddle
10. The 'Be Berlin' Campaign: Old Wine in New Bottles or Innovative Form of Participatory Place Branding?
Claire Colomb and Ares Kalandides
11. Place Satisfaction of City Residents: Findings and Implications for City Branding
Andrea Insch and Magdalena Florek
12. Semiotics and Place Branding: The Influence of the Built and Natural Environment in City Logos
Gary Warnaby and Dominic Medway
13. Personality Association as an Instrument of Place Branding: Possibilities and Pitfalls
Gregory Ashworth
14. Conclusion: In Search of Effective Place Brand Management
Gregory Ashworth and Mihalis Kavaratzis
References
Index
