How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding

Hardcover | January 15, 2009

byTeemu Moilanen, Seppo Rainisto

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Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

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Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

TEEMU MOILANEN is a place branding specialist. He has performed several international research and development projects in place branding in national -, city- and tourism resort levels. He has been nominated as the leading specialist in the field by ministry of Foreign Affairs of Finland and the Finnish Tourist Board, and is currently...
Format:HardcoverDimensions:230 pages, 9.21 × 6.14 × 0.5 inPublished:January 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230220924

ISBN - 13:9780230220928

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Extra Content

Table of Contents

Introduction
PART I: THEORETICAL FRAMEWORK FOR DEVELOPING A PLACE-BRAND
What is a Brand?
Importance of a Place-Brand and Benefits of a Brand
A Brand Theoretical Basics of Thinking
How is A Brand Created?
Challenges in Building a Place-Brand
Success Factors of Place Marketing
PART II: THE PROCESS OF BUILDING A COUNTRY-BRAND AND THE CORNERSTONES OF SUCCESS
Case Norway
Case Australia
Case Scotland
Other Experiences in Country-Branding Projects
Summary
PART III: CITY AND DESTINATION BRANDING
Copenhagen: A City Branding Case from Northern Europe
Chicago: A City Branding Case from the U.S.
Comparison between the U.S. and Northern European Branding
Tourism Destination Branding
Case Studies of Worlds Premiere Ski Destination Brands
PART IV: OPERATIONAL PLAN
Country Brand: Operational Plan in Stages
Country Brand: Summary of the Operational Plan
Country Brand: Financing
Country Brand: Timetable
Destination Brand: Operation Plan in Stages
Destination Brand: Summary of the Operational Plan

Editorial Reviews

"Teemu Moilanen and Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. . . . No nation, city or place should undertake the challenging task of marketing itself without first reading this book."
- Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management