Towards Effective Place Brand Management : Branding European Cities and Regions
Gregory J. Ashworth
Bok Engelsk 2010 · Electronic books.
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| Utgitt | Cheltenham : : Edward Elgar Publishing, , 2010.
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| Omfang | 1 online resource (294 p.)
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| Opplysninger | Description based upon print version of record.. - Cover; Copyright; Contents; Figures; Tables; Contributors; 1. Place branding: where do we stand?; 2. Place branding theory:a cross-domain literature review from a marketing perspective; 3. Is corporate branding relevant top laces?; 4. Place marketing, local identity and branding cultural images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus; 5. Branding Madrid: from 'Madrid Global' to 'global Madrid'; 6. Managing Otherness: the political economy of place images in the case of Tuscany; 7. Place-making or place branding? Case studies of Catalonia and Wales. - 8. Branding Aalborg: building community or selling place?9. Mind the gap: reputation, identity and regeneration in post-industrial cities; 10. The 'be Berlin' campaign: old wine in new bottles or innovative form of participatory place branding?; 11. Place satisfaction of city residents: findings and implications for city branding; 12. Semiotics and place branding: the influence of the built and natural environment in city logos; 13. Personality association as an instrument of place branding: possibilities and pitfalls; 14. Conclusion: in search of effective place brand management; References. - Index. - 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 unreso
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| Dewey | |
| ISBN | 9781848442429
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