Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced

Hardcover | August 15, 2009

byRobert Govers, Frank M. Go

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The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.

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From the Publisher

The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.

ROBERT GOVERS is currently serving as Adjunct Associate Professor, holding the Visit Flanders Chair in Tourism Management of the Consortium University of Leuven, Belgium, where he was also Project Manager at the Flemish Center for Tourism Policy Studies. Besides this he is a visiting faculty with The Hotel School The Hague, Rotterdam School of Management, IULM University in Milan, the University of Turin and several...
Format:HardcoverDimensions:256 pages, 9.5 × 6.38 × 0.95 inPublished:August 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230230733

ISBN - 13:9780230230736

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Table of Contents

List of Figures * List of Tables * Preface * PART I: TOWARDS PLACE BRANDING * Introduction * The Origins of Place Branding * Immediate Discipline * Summary of Part I * PART II: PLACE BRAND STRATEGY * Strategic Place Branding Elements * Signature Case Dubai: Brand Strategy * Case Zeeland (The Netherlands): Place Identity Research * Case Flanders (Belgium): Place Identity Research * Summary of Part II * PART III: PLACE BRAND PERFORMANCE
* Place Brand Performance Elements * Signature Case Dubai: Projected Image Research * Mini Case Zeeland (The Netherlands): Place Experience * Summary of Part III * PART IV: PLACE BRAND SATISFACTION * Place Brand Satisfaction Elements * Case The Netherlands: Perceived Image Research * Signature Case Dubai: Perceived Image Research * Summary of Part IV * PART V: CONCLUSION  * The 3-gap Place Branding Model * Signature Case Dubai: Research Conclusions * How to Build Strong Place Brands that Bridge Gaps * Appendix I: Suggested reading
* Appendix II: Survey Content Analysis Procedure * Dubai * Canary Islands * Flanders * Florida
* Morocco * Singapore * Wales  * References