'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. '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. Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. By focusing on a range of global case studies, "Destination Branding: Creating the Unique Destination Proposition, Revised Second Edition", demonstrates how destinations - big and small - can successfully harness the power of branding. It features a companion website offering extra case studies, discussion questions and further reading. This revised edition provides: case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts; global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia; and, consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities. Nigel Morgan is a Professor at the University of Wales Institute, Cardiff, UK Annette Pritchard is a Professor at the University of Wales Institute, Cardiff, UK. Roger Pride is Director of Marketing, Welsh Assembly Government.
List of Contributors
List of Figures
List of Tables
List of Case Studies
Pt. 1 Destination Branding in Context 1
1 Introduction by Nigel Morgan and Annette Pritchard and Roger Pride 3
2 Branding the nation: the historical context by Wally Olins 17
3 Nation brands and the value of provenance by Simon Anholt 26
4 The country as brand, product and beyond: A place marketing and brand management perspective by Philip Kotler and David Gertner 40
Pt. 2 Destination Branding Challenges 57
5 Meeting the destination branding challenge by Nigel Morgan and Annette Pritchard 59
6 The political challenge. The case of New Zealand's Tourism Organisations by Chris Ryan and Anne Zahra 79
7 Branding and national identity. The case of central and eastern Europe by Derek Hall 111
8 The internet challenge for destination marketing organisations by Adrian Palmer 128
9 The challenge of public relations financial accountability: The case of the USA by Lisa Fall and Charles Lubbers 141
Pt. 3 Destination Branding in Practice 157
10 A challenger brand: Wales, golf as it should be by Roger Pride 159
11 Brand Shaghai: harnessing the inner force of people and place by Fiona Gilmore 169
12 Western Australia: building a state brand by Shane Crockett and Leiza Wood 185
13 New Zealand and Lord of the Rings: leveraging public and media relations by Rachel Piggott and Nigel Morgan and Annette Pritchard 207
14 Brand Louisiana: capitalising on music and cuisine by Jan Slater 226
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