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ISBN 13: 9780230279544
Author: F Go, R Govers
The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.
Part 1 Multidisciplinary Perspectives
Chapter 1 An Organizational Perspective on Space and Place Branding
Chapter 2 A Political Perspective on Place Branding
Chapter 3 Place Marketing as Politics: The Limits of Neoliberalism
Chapter 4 Knowledge Theory Perspectives on Place Branding
Chapter 5 Country Images:Why They Influence Consumers
Part 2 Individual Place Case Studies
Chapter 6 Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding
Chapter 7 Case B: Branding Nonmetropolitan Illinois – A Normative Decision Analysis
Chapter 8 Case C: Creating Desert Islands – Abu Dhabi
Chapter 9 Case D: In the Shadow of Bangalore – Place Branding and Identity for Chennai
Chapter 10 Case E: A Public–Private Partnership to Foster Science, Higher Education and Innovation
Part 3 The Future Evolution of Place Branding
Chapter 11 Social Media and Immersive Worlds: Why International Place Branding Doesn’t Get Weekend
Chapter 12 The E-branding of Places
Chapter 13 News Coverage of Foreign Place Brands: Implications for Communication Strategies
Chapter 14 Place Branding and Intellectual Property
Chapter 15 Website Analysis: Brand Africa
Chapter 16 Orchestrating the Innovation Process of Place Branding
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