By Nigel Morgan, Annette Pritchard, Roger Pride
In modern day hugely aggressive industry, many locations - from person hotels to nations - are adopting branding thoughts just like these utilized by 'Coca Cola', 'Nike' and 'Sony' with the intention to differentiate their identities and to stress the individuality in their product. by means of concentrating on a number of worldwide case reviews, vacation spot Branding demonstrates that the adoption of a hugely certain, buyer research-based, multi-agency 'mood branding' initiative results in good fortune whenever. * comprises 5 thoroughly new chapters authored through model experts, vacation spot retailers and teachers, together with Philip Kotler and Wally Olins.* A extra international assurance with new case stories and examples from the united states, New Zealand, Australia and Asia. * Considers the internet as a channel of position branding/promotion and its results at the
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Extra resources for Destination Branding, Second Edition: Creating the unique destination proposition
It has a coherent structure, but the editors are well aware that not everyone will read it from start to finish; some will simply want to dip into its individual parts or chapters. Whichever way you choose to use the book, we hope you find it an enjoyable read and a useful resource. It is not all inclusive. The subject has already become too large and too important to make such a claim. Many examples of good practice have been left out and at best it is hoped that students and scholars of destination marketing will find enough of interest here to provoke further critical study and debate.
John Murray, London. Olins, W. (1999) Trading Identities – Why Companies and Countries are Taking on Each Others’ Roles. The Foreign Policy Centre, London. 25 3 Nation-brands and the value of provenance Simon Anholt Introduction Take a look at the really successful global brands around you, and you may notice that they all have something in common. Every one of them comes from a place that has a brand image of its own, and the product is quite often strongly linked with that image. It is an Italian car, associated with the Italian qualities of style, speed and innovative design.
Destination Marketing Organizations (DMOs) spend a significant amount of money promoting their products and services, and since the September 11th terrorist attacks the travel industry has engaged in tremendous efforts to encourage US residents to continue travelling. But when it comes to measuring the effectiveness of these promotional techniques, the industry is not as assertive in its efforts. Hence, Fall and Lubbers examine the relationship between state tourism budgets and state tourism expenditures, investigate the relationship between state populations and size of promotional budgets, and determine what states have the best return on investment.
Destination Branding, Second Edition: Creating the unique destination proposition by Nigel Morgan, Annette Pritchard, Roger Pride