ean 9780230220928 temática MANAGEMENT año Publicación 2009 idioma INGLÉS editorial PALGRAVE páginas 256 formato CARTONÉ 30,25 €    PEDIR   NOVEDAD

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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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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 World’s 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