Synopsis
Branding is one of today s hottest and most misunderstood destination marketing concepts. Baker provides much needed clarity and shows how to successful a successful brand strategy for tourism and economic development. It is an essential handbook for place marketers that demystifies branding, provides steps to reveal a community brand, and uses real world examples, as well as proven tools, templates and checklists to launch a city brand that will generate broad stakeholder support and resonate with customers.
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About the Author
Bill Baker is an internationally recognized expert in creating brand strategies for destinations of all sizes, ranging from nations to small cities. He has over 30 years destination branding and marketing experience in 25 countries and has been directly involved in some of the most respected and successful destination branding campaigns in the USA, Europe and Australia. Bill is a popular speaker in the USA and abroad on the many aspects of destination branding and tourism marketing.
From the Inside Flap
Branding is one of today s hottest and most misunderstood destination management and marketing concepts. It is now being adopted by tourism and economic development professionals, as well as government officials, marketing agencies, urban planners, academics and students. Destination Branding for Small Cities takes readers on a fascinating journey and shows how to orchestrate a successful brand for tourism and economic development. This is a must-read primer for city marketers that demystifies branding, shows how to uncover a Destination Promise?, and provides real world examples, as well as affordable, proven tools, templates and checklists to help breathe life into a city brand and make it more competitive.Destination Branding for Small Cities highlights ? Why branding is important to ambitious places ? The pitfalls in destination branding and how to avoid them ? The essential steps in brand planning for cities ? How to define your positioning and Destination Promise ? Critical questions to test your positioning, logo and tagline ? How to encourage stakeholders to be champions for the brand ? How to deliver outstanding brand experiences
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