Overview

The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.

Full Product Details

Author:   Frank M. Go ,  Robert Govers
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 15.50cm , Height: 2.00cm , Length: 23.50cm
Weight:   0.559kg
ISBN:  

9780230279537

ISBN 10:   0230279538
Pages:   213
Publication Date:   29 September 2011
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Preface Introduction Notes on Contributors From Competitive Identity to Governmental Social Responsibility:Place 'Brand' in an Interconnected World; S.Anholt Imagined Identities of Really Existing Cities (The Reputation Game); S.Magala Why Brand the Future with the Past?; The Roles of Heritage in the Construction and Promotion of Place Brand Reputations; G.J.Ashworth & M.Kavaratzis History Matters: The Path Dependency of Place Brands; E.Braun Beyond the Fringe: Creativity and the City; N.Ind & L.Todd The Anholt-Gfk Roper Nation Brands Index: Navigating the Changing World; B.M.Feinberg & X.Zhao Country Reptrak™: A Standardized Measure of Country Reputation; G.Berens, C.J.Fombrun, L.N.Ponzi, N.Georges Trad & K.Nielsen The Futurebrand Country Brand Index; T.Adams The East West Nation Brand Perception Indexes and Reports: Perception Measurement and Nation Branding; T.Cromwell The Global Peace Index; C.Schippa Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Impact on Reputation?: The 2010 FIFA World Cup™: A South African Case Study; W.Schreiner & F.M.Go Using University Ranking Systems to Build Nation Brand Reputation; N.S.Pak & F.M.Go Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management; J.Van Rekom & P.Verlegh Place Marketing and Experience of Place in a Virtual Environment: An Empirical Analysis of the Importance of Hedonic Meaning; I.Tjøstheim & F.M.Go Strengthening Brand America's Reputation Through Cooperation; E.Burghard & R.Govers

Reviews

The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution. - Keith Dinnie, PhD, Director, Centre for Nation Branding A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously. - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike. - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books) As one would expect from two scholars with global reputations in the new field of place reputation management, Robert Govers and Frank Go have delivered a hugely timely and much needed contribution which adeptly bridges the gap between theory and practice and which is truly multi-disciplinary. Harnessing the best conceptual developments in the topic, The Place Branding Yearbook is a scholarly yet hugely readable collection and readily communicates the various contributors' expertise in and command of their subject. This collection is a must have text for anyone engaged in the theory, practice and policy of place reputation management and will be essential reading on undergraduate and postgraduate courses across a range of disciplines and fields and for practitioners and policy-makers. I cannot speak highly enough of this endeavour and I'm sure it will take place reputation management further into the mainstream of academic enquiry and industry practice. - Nigel Morgan, Professor, The Welsh Centre for Tourism Research, University of Wales Institute, Cardiff, Co-Editor of Destination Brands: Managing Place Reputation (Elsevier 2011).

The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution. - Keith Dinnie, PhD, Director, Centre for Nation Branding 'A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously.' - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management 'Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike.' - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books)

The 2011 version of the International Place Branding Yearbook builds on the achievements of its 2010 predecessor and provides a stimulating read for all those interested in this field. The focus of several chapters on measuring place branding activity is a particularly valuable contribution. - Keith Dinnie, PhD, Director, Centre for Nation Branding 'A good reputation in today's fast-paced globalized world in terms of flows of capital, information, people, political ideas and values is an essential asset for the decision makers of territorial jurisdictions. The reputation of any city, region, country is no longer in the 'nice to have' category, but absolutely crucial to survive and thrive. Go and Govers' insightful book presents solid concepts, reliable methods and relevant case studies supported by scientific research and evidence. Together these offer sensible guidelines for managing the reputational risk and advancing the place branding body of knowledge, simultaneously.' - Cees B.M. van Riel, Professor of Corporate Communication, Rotterdam School of Management 'Place branding is a dynamic discipline and this 2011 Yearbook introduces many fresh, thought provoking ideas that will stimulate a more holistic view of the subject and the environment in which it must be applied by academics, students and practitioners alike.' - Bill Baker, Author, Destination Branding for Small Cities (Creative Leap Books)

Author Information

TOM ADAMS Chief Digital Officer, Future Brand Worldwide SIMON ANHOLT Member of the UK Foreign and Commonwealth Office Public Diplomacy Board, and Independent Policy Adviser GREGORY J.ASHWORTH University of Groningen, the Netherlands GUIDO BERENS Assistant Professor of Corporate Communication, Rotterdam School of Management, Erasmus University, the Netherlands ERIK BRAUN ED BURGHARD Executive Director, Ohio Business Development Coalition, USA THOMAS CROMWELL President, East West Communications BARRY M. FEINBERG Executive Vice President, GfK Roper Public Affairs & Corporate Communications CHARLES J. FOMBRUN Chairman, Reputation Institute NICHOLAS IND Associate Professor, Oslo School of Management and Visiting Professor at ESADE, Barcelona and Napier University, Edinburgh, UK MIHALIS KAVARATZIS University of Leicester, UK SLAWOMIR MAGALA KASPER ULF NIELSEN Executive Partner, Reputation Institute NATALYA S. PAK Associate Professor, English Language Department, Kazakh-British Technical University (KBTU), Kazakhstan LEONARD N. PONZI Managing Partner, Reputation Institute and Managing Director of Global Research CAMILLA SCHIPPA Director, Institute for Economics and Peace WADIM SCHREINER Pretoria, South Africa INGVAR TJØSTHEIM LOUISE TODD School of Marketing, Tourism and Languages, Edinburgh Napier University, UK NICOLAS GEORGES TRAD Executive Partner, Reputation Institute JOHAN VAN REKOM Department of Marketing Management, Rotterdam School of Management, Erasmus University Rotterdam, the Netherlands PEETER W. J. VERLEGH Associate Professor, RSM Erasmus University, the Netherlands XIAOYAN ZHAO Director, Global Research and Consulting, GfK Roper Public Affairs & Corporate Communications.

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