Place Branding

How will places continue to compete for the attention of potential investors, migrant workers, traders, students or tourists in an overcrowded, globalised and increasingly online market? This book provides a new perspective on the subject of Place Branding. In particular, it capitalizes on gaps across the virtual and physical global economy and builds a comprehensive and structured overview of the relevant principles, philosophies, fundamentals and models. Beyond logos and slogans, spin and gloss, it links concepts of place identity, projected image, product offering, consumption experience and perceived image in full coverage and in an orderly, theoretically modelled manner, dividing the book into relevant parts and chapters. Each part consists of a theoretical chapter and relevant research based case studies. A unique, recurring and scrupulously analyzed, best-practice, signature case study is Dubai, but also examined are Flanders (Belgium), Florida, Morocco and Singapore, the Canary Islands, The Netherlands (and its province of Zeeland), and Wales. The concluding part of the book then provides a practical, but comprehensive model that guides practitioners, students and researchers in the application of place branding.

ISBN 0230230733   Pages 344 ISBN13 9780230230736 (What's this?)   Volumes 1 Publisher Palgrave Macmillan   Weight (grammes) 647 Imprint Palgrave Macmillan   Published in Basingstoke Format Hardback   Height (mm) 242 Publication date 17 Jul 2009   Width (mm) 164 DEWEY 338.47910688   Spine width (mm) 23 DEWEY edition DC22   Academic level Professional / Scholarly

Ch. 1		Introduction		1
Ch. 2		The origins of place branding		25
Ch. 3		Immediate discipline		34
Ch. 4		Strategic place branding elements		49
Ch. 5		Signature case Dubai : brand strategy		73
Ch. 6		Case Zeeland (The Netherlands) : place identity research		108
Ch. 7		Case Flanders (Belgium) : place identity research		117
Ch. 8		Place brand performance elements		135
Ch. 9		Signature case Dubai : projected image research		151
Ch. 10		Mini case Zeeland (The Netherlands) : place experience		168
Ch. 11		Place brand satisfaction elements		179
Ch. 12		Case The Netherlands : perceived image research		194
Ch. 13		Signature case Dubai : perceived image research		208
Ch. 14		The 3-gap place branding model		245
Ch. 15		Signature case Dubai : research conclusions		250
Ch. 16		How to build strong place brands that bridge gaps		254
App. I		Suggested reading		270
App. II		Survey content analysis procedure		271
		Bibliography		290
		Name index		309
		Subject index		315

'This book makes a very useful addition to the rather scarce literature on the subject. What I always look for, and what I'm particularly gratified to find in this book, is a prominent acknowledgement of the 'deeds not words' school of thought which I devote most of my energies to communicating.' - Simon Anholt, Government Advisor; Author of the Anholt Nation Brands Index and Competitive Identity (Palgrave); Member of the UK Foreign Office's Public Diplomacy Board 'Robert Govers and Frank Go's new book brings a new level of intellectual rigour to the often misunderstood subject of place branding.' - Nicholas Ind, Managing Partner of Equilibrium Consulting; Author of Living the Brand (Kogan Page) and Branding Governance (Wiley) 'This book is a valuable addition to current thinking on the subject of place branding. It offers fresh insights and perspectives. I thoroughly recommend it for practioners and students of place marketing' -- Roger Pride, Marketing Director of Visit Wales and co-author of Destination Branding, Creating the Unique Destination Proposition (Elsevier) 'I truly appreciate this book's attempt to approach the practice of place branding from an (applied-) academic perspective.' - Sicco van Gelder, Founder of Placebrands and author of Global Brand Strategy-Unlocking Branding Potential Across Countries, Cultures and Markets (Kogan Page).

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