Destination Branding: Creating the Unique Destination Proposition - Softcover

Morgan, Nigel; Pritchard, Annette; Pride, Roger

3.91

11 ratings by Goodreads

9780750659697: Destination Branding: Creating the Unique Destination Proposition

Softcover

ISBN 10: 0750659696 ISBN 13: 9780750659697

Publisher: Butterworth-Heinemann Ltd, 2004

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In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.
* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia.
* Considers the web as a channel of place branding/promotion and its effects on the industry

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Review:

"With substantial investments being made by public
and private sectors into destination brands it is only fitting that such an authoritative text be
published. This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing."
Ian Macfarlane, B. Com., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand

"The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing."
Francesco Frangialli, Secretary-General of the World Tourism Organisation

From the Publisher:

By focusing on a range of global case studies, Destination Branding: creating the unique destination proposition demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time! Contributors to Destination Branding reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

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