International Place Branding Yearbook 2010

The Place Branding Yearbook 2010examines 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.

FRANK GO is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images& brand identity, ICT and innovation, sustainable business development. He serves as Academic Director of the MSc program - a joint program of RSM/Hotel School The Hague - and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, U.K. Go has also (co) authored more than 125 articles, official reports and book chapters in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations.

ROBERT GOVERS is currently serving as Adjunct Associate Professor, holding the Visit Flanders Chair in Tourism Management of the Consortium University of Leuven, Belgium, where he was also Project Manager at the Flemish Center for Tourism Policy Studies. Besides this he is a visiting faculty with The Hotel School The Hague, Rotterdam School of Management, IULM University in Milan, the University of Turin and several institutes in Dubai. He co-authored many publications in the field of place branding and image, tourism, hospitality and quality management. As a project manager, Govers has been involved in many consultancy projects for reputable organizations such as IATA, the European Commission, the Flemish Government and various Dutch ministries and tourism promotion boards, and has taught courses on place branding, marketing, services marketing, strategic services management, and research methods.
www.rgovers.com

List of Figures and Tables	p. ix
Preface	p. x
Acknowledgments	p. xii
About the Book	p. xiii
Notes on the Contributors	p. xv
Introduction	p. xxii
Defining Strengths and Limitations of the Place Branding Field	p. xxii
Place Brand Positioning	p. xxv
Managing Place Branding: From Integration Toward Interaction	p. xxviii
Measuring Place Brand Performance	p. xxxiii
Future Place Brand Research Agenda	p. xxxv
Organization of the Book	p. xlii
Multidisciplinary Perspectives
An Organizational Perspective on Space and Place Branding	p. 3
Introduction	p. 3
Liquid Space and Material Space	p. 4
Brands	p. 5
Three Suspicions About Brands, Place and Organization	p. 6
Concluding Remarks	p. 10
A Political Perspective on Place Branding	p. 12
Introduction	p. 12
Where National Images Originate	p. 15
Nation Branding or Public Diplomacy?	p. 16
A Different Kind of Force	p. 19
Place Marketing as Politics: The Limits of Neoliberalism	p. 21
Introduction	p. 21
Place Marketing as Class Politics	p. 22
The Future	p. 29
Knowledge Theory Perspectives on Place Branding	p. 31
Situated Emergent Meaning	p. 31
The Nature of Systems and Their Relation to Research	p. 32
Rethinking Research and Risk	p. 34
The Role of Narrative	p. 36
Self-signified Micro-narrative	p. 38
A Model for Decision-making	p. 41
Mini-scenarios	p. 42
Summary	p. 42
Country Images: Why They Influence Consumers	p. 45
Why Is Country of Origin Important?	p. 45
The Impact of Country of Origin on Consumer Information Processing	p. 48
How Can Country of Origin Be Used by Marketers?	p. 50
Individual Place Case Studies
Case A: The Role of Nokia in Branding Finland - Companies as Vectors of Nation Branding	p. 55
Introduction	p. 55
Identity	p. 56
Creating a Country Image	p. 58
Methodology	p. 59
Searching for the Soul of a Nation: The Symbiotic Brand Relationship between Nokia and Finland	p. 60
Discussion	p. 63
Case B: Branding Nonmetropolitan Illinois - A Normative Decision Analysis	p. 66
Introduction	p. 66
Market Segments	p. 67
Theoretical Framework	p. 67
Methodology	p. 69
Results and Discussion	p. 71
Counties, Benefits and Attributes in Residents' Perceptual Space	p. 73
Conclusion	p. 76
Case C: Creating Desert Islands - Abu Dhabi	p. 77
Context	p. 77
Population	p. 77
Economy	p. 78
Dubai	p. 78
Abu Dhabi	p. 78
The Desert Islands	p. 80
Creating an Island Experience	p. 82
Lessons from Desert Islands	p. 85
Case D: In the Shadow of Bangalore - Place Branding and Identity for Chennai	p. 88
A Global Context for Place Branding	p. 88
The Indian Context of Branding for Chennai	p. 90
Chennai's Economic Portfolio	p. 91
Tensions or Synergies: Post-colonial Cities, Modernization and Heritage	p. 95
Place Branding as Co-branding	p. 96
Case E: Public-Private Partnership to Foster Science, Higher Education and Innovation - The Case of Switzerland with swissnex Boston	p. 97
Introduction	p. 97
What is swissnex?	p. 98
swissnex Boston	p. 100
Lessons Learned	p. 107
Conclusion	p. 108
The Future Evolution of Place Branding
Social Media and Immersive Worlds: Why International Place Branding Doesn't Get Weekends Off	p. 113
Gaza and the Escalation of Virtual Protests	p. 114
A Twitter Press Conference; A You Tube Campaign	p. 115
The E-branding of Places	p. 121
Place Brand Analysis	p. 122
Place Brand Essence	p. 125
Place Brand Implementation	p. 128
Conclusion	p. 132
News Coverage of Foreign Place Brands: Implications for Communication Strategies	p. 134
Place Brand Representation, News Media and Agenda-Setting	p. 134
Methodology of Content Analysis	p. 136
Results: Coping with Negativity	p. 138
Implications for Place Communication Strategies	p. 145
Place Branding and Intellectual Property	p. 147
Introduction: A Cultural-Economic Approach to Tourism Development	p. 147
Development Regulation: From Individual Rights to Collective Intellectual Property	p. 149
The Enforcement of Collective Intellectual Property: Toward "Area Labels" as a Hierarchical Brand System	p. 152
Conclusion	p. 154
Website Analysis: Brand Africa	p. 156
Introduction	p. 156
Theoretical Framework	p. 158
Methodology	p. 160
Results: Tourism Websites Structure and Projected Destination Image	p. 163
Conclusions and Discussion	p. 168
Orchestrating the Innovation Process of Place Branding	p. 172
Introduction	p. 172
Innovation of Place Branding and Destination Marketing	p. 174
Case Study: Mysore City - Connecting Challenges with Value-creating Activities	p. 177
Conclusions	p. 183
Bibliography	p. 184
Name Index	p. 200
Subject Index	p. 204
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International Place Branding Yearbook 2010 Place Branding in the New Age of Innovation

Summary

Author Biography

Table of Contents

Supplemental Materials