Place Branding
Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced
(Sprache: Englisch)
The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.
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The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.
Inhaltsverzeichnis zu „Place Branding “
List of Figures List of Tables Preface PART I: TOWARDS PLACE BRANDING Introduction The Origins of Place Branding Immediate Discipline Summary of Part I PART II: PLACE BRAND STRATEGY Strategic Place Branding Elements Signature Case Dubai: Brand Strategy Case Zeeland (The Netherlands): Place Identity Research Case Flanders (Belgium): Place Identity Research Summary of Part II PART III: PLACE BRAND PERFORMANCE Place Brand Performance Elements Signature Case Dubai: Projected Image Research Mini Case Zeeland (The Netherlands): Place Experience Summary of Part III PART IV: PLACE BRAND SATISFACTION Place Brand Satisfaction Elements Case The Netherlands: Perceived Image Research Signature Case Dubai: Perceived Image Research Summary of Part IV PART V: CONCLUSION The 3-gap Place Branding Model Signature Case Dubai: Research Conclusions How to Build Strong Place Brands that Bridge Gaps Appendix I: Suggested reading Appendix II: Survey Content Analysis Procedure Dubai Canary Islands Flanders Florida Morocco Singapore Wales References
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