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Global Place Branding Campaigns across Cities, Regions, and Nations

Book Description

Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
    1. REFERENCES
  7. Preface
  8. Section 1: Contemporary Cases of City Branding from Three Continents
    1. Chapter 1: GoT Belfast?
      1. ABSTRACT
      2. INTRODUCTION
      3. CINE-TOURISM
      4. THE MISSION TO REBRAND NORTHERN IRELAND AS A TOURIST DESTINATION
      5. TAKE-AWAYS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTE
    2. Chapter 2: Touring Pittsburgh's Glocal Narratives
      1. ABSTRACT
      2. INTRODUCTION
      3. UNDERSTANDING GLOCAL
      4. GLOCAL IN THE CITY
      5. RISE OF GLOCAL IN SOCIAL MEDIA
      6. CASE STUDY: PITTSBURGH, PA
      7. METHODOLOGY
      8. GLOBAL HERITAGES AND THE BIG STEEL STORY
      9. WAVING THE TERRIBLE (FLAGSHIP) TOWEL
      10. WELCOMING PITTSBURGH
      11. DISCUSSION OF PITTSBURGH’S GLOCAL IDENTITY
      12. LEVERAGING GLOCAL NARRATIVES FOR INTERNATIONAL AUDIENCES
      13. CONCLUSION
      14. REFERENCES
      15. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Los Angeles
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. OPTIMISM AND SUSTAINABLE GROWTH
      5. CULTURAL DIVERSITY IN LOS ANGELES
      6. THE MODERN LOS ANGELES BRAND
      7. SOLUTIONS AND RECOMMENDATIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    4. Chapter 4: The Intended Image of a Place Brand
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
      4. FUTURE RESEARCH DIRECTIONS
      5. REFERENCES
      6. KEY TERMS AND DEFINITIONS
    5. Chapter 5: Using Social Media for Participatory City Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
      4. ACKNOWLEDGMENT
      5. REFERENCES
      6. ENDNOTE
    6. Chapter 6: A Brief History of City Branding in Istanbul
      1. ABSTRACT
      2. INTRODUCTION
      3. THE THREE PHASES OF BRANDING ISTANBUL
      4. DISCUSSION: TOWARDS AN INTEGRATIVE CITY BRAND?
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    7. Chapter 7: A Psychological Perspective on City Brand Positioning
      1. ABSTRACT
      2. INTRODUCTION
      3. DEMOCRATIZING THE CITY BRAND
      4. THE DISSONANCE BETWEEN MEGA-EVENTS AND SHARED NARRATIVES: SHANGHAI AND ISTANBUL
      5. SYNTHESIS
      6. CONCLUSION
      7. RECOMMENDATIONS FOR FUTURE RESEARCH
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  9. Section 2: Branding Places: Destinations, Cities, Regions, and Nations
    1. Chapter 8: Sustainable City Branding
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. SLOW CITIES IN TURKEY
      5. 4. AN ATTEMPT TO MODEL SLOW CITY BRANDING
      6. 5. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 9: Whose City Is It Anyway?
      1. ABSTRACT
      2. INTRODUCTION
      3. STUDY CONTEXT
      4. THEORETICAL FRAMEWORK AND LITERATURE REVIEW
      5. CITY BRANDING AT A GLOBAL SCALE
      6. REGIONAL CONTEXT: SOME AFRICAN EXPERIENCES IN CITY BRANDING
      7. THE LOCAL CONTEXT: HARARE’S CITY BRANDING STORY
      8. DISCUSSION, POLICY OPTIONS AND PRACTICAL IMPLICATIONS
      9. CONCLUSION AND POLICY DIRECTIONS
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    3. Chapter 10: Branding Various-Sized Destinations
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODS AND MATERIAL
      4. THEORETICAL FRAMEWORK: ISSUES IN MANAGING AND BRANDING VARIOUS-SIZED PLACES
      5. PLACE BRANDING IN METROPOLITAN AREAS, INTERMEDIATE CITIES, AND RURAL AREAS
      6. DISCUSSION
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 11: Challenges in Promoting Cities through Culture within the New Global Economy
      1. ABSTRACT
      2. INTRODUCTION
      3. THE RISE OF CITIES IN THE NEW GLOBAL ECONOMY
      4. THE ROLE OF STAKEHOLDERS IN CITY PROMOTING STRATEGIES
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    5. Chapter 12: The Role of Local Governments in City Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. THE DEFINITION AND THE CONCEPTS OF LOCAL GOVERNMENT
      4. DIMENSIONS OF LOCAL GOVERNMENTS
      5. THE STRATEGIES OF LOCAL GOVERNMENTS IN CITY BRANDING
      6. SOME CASES OF CITY BRANDING
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    6. Chapter 13: Promoting America
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF THE LITERATURE
      4. METHOD
      5. RESULTS
      6. DISCUSSION
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  10. Section 3: City Re-Branding through Sports
    1. Chapter 14: Leveraging Sport to Build City Brands
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SPORT AS A COMPETITIVE DIFFERENTIATOR FOR CITIES
      5. CONCLUSION
      6. FUTURE RESEARCH DIRECTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 15: Branding Ideas for the Tokyo Olympics 2020
      1. ABSTRACT
      2. INTRODUCTION
      3. METHODOLOGY
      4. PROPOSED BRANDING DIRECTION 1: TRENDSETTING
      5. PROPOSED BRANDING DIRECTION 2: EMOTIONAL CONNECTION
      6. PROPOSED BRANDING DIRECTION 3: DIVERSITY
      7. PROPOSED BRANDING DIRECTION 4: REDEFINE PERCEPTION
      8. PROPOSED BRANDING DIRECTION 5: GLOBAL CITIZENSHIP
      9. CONCLUSION
      10. FUTURE RESEARCH DIRECTIONS
      11. REFERENCES
  11. Compilation of References
  12. About the Contributors