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This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
. 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers a
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Disappointing,
There’s an old Texan saying ” All hat and no cattle”. That’s how I felt after reading this book. Who is the book written for? If you are an academic, there is too little empirical data. If you are a destination marketing professsional, there is hardly anything you can gain from reading this book. If you are a student, its too shallow. Nearly all chapters start out with a definition of branding by some marketing authority. Very repetitive. Philip Kotler’s contribution on chapter 5 is OK, but outdated. Not one of his best. Better to get a book about branding. Chapter 5 does provide some value, as does the case study on Western Australia Chapter 12. Hence the two stars. Jim Kayalar is a Certified Management Consultant with the Institute of Management Consultants USA (IMC-USA) with 20 plus years of experience in a myriad of industries. Jim Kayalar is the managing director and founder of Business Tune Up.
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|The World of Destination Brands,
After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world’s leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.
Bill Baker – Author of Destination Branding for Small Cities
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