Description

Place Branding: Promoting a Nation teaching Marketing by Alex Mari.
Starting from the assumption that places are increasingly seen to be products, as subject to brand management practices as a book or a hat. The principle that cities and regions can be branded is a natural extention of corporate brand theory. Although, more and more nation are using place branding approach to develop their economy and tourism, there ramain foundamental differences in the implementation of marketing theories in the place environment [...]

Contents: Definition of place branding - COMPETITIVE ADVANTAGE OF NATIONS - DISTINCTION BETWEEN CORPORATE BRAND AND PLACE BRAND - THE PLACE BRAND EXPERIENCE - ROLE OF STAKEHOLDERS AND GOVERNMENT ORGANIZATIONS IN A PLACE
BRANDING STRATEGY - THE ANHOLT-GFK ROPER NATION BRANDS INDEX - CASE STUDY - BRAND CHINA: USING OLYMPICS AS A BRANDING TOOL - CHINA'S IMAGE AFTER BEIJING OLYMPICS