Destination Brands

This is the long awaited new edition of this pioneering marketing textbook. When the first edition was published in 2001, destination branding became a marginal, niche topic. Thanks in part to this book, and the ongoing research of these authors, this is now a core subject for students and a key concern for tourism industry professionals. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. By focusing on a range of global case studies, Destination Branding demonstrates how all destinations whether big or small can successfully harness the power of branding. * 20 Completely new chapters authored by brand consultants, destination marketers and academics, including Kotler and Olins and other leading destination branding experts. Case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia * Further consideration of the importance of online marketing and the roles of special events and media and public relations in leveraging promotional activities - including a London 2012 Olympic case study. * For the first time, supplementary material will be available online, including useful material for students, lecturers and industry professionals.