Places: Identity, Image and ReputationPlace branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. This collection of intuitive and well-reserached articles examines how places and regions see themselves, and how they reflect this in their branding. |
Contents
| 1 | |
Is This About Marketing or Isnt It? | 9 |
2 On Image and Trust | 20 |
Cause or Effect? | 31 |
4 Should Places Have Simple Images? | 38 |
5 Sketches of National Image and Identity | 48 |
6 When Does Marketing Make Sense? | 84 |
Wheres the Link? | 94 |
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Common terms and phrases
achieve actions admired advertising America appear areas attempt attention audience become believe brand image build campaigns challenge China clear communications companies competitive identity complex consequently consumer corporations country’s course create cultural desire developing direct economic effect Europe European example experience exports fact feel foreign global groups highly idea identity important influence interest investment Israel it’s Italy kind least less live major marketing matter means measure minds nation branding national image natural negative never offer perceptions perhaps political population positive possible problem promotion public diplomacy public opinion question ranking reason region relations relevance reputation respect responsibility result sectors seems sense simply society South Korea story strategy strong success symbolic term things tourism trust understand usually values weak