International Place Branding Yearbook 2012 Managing Smart Growth and Sustainability

TheInternational Place Branding Yearbook 2012: Managing Smart Growth and Sustainabilityis the third annual volume in the Yearbook series and looks at the case for applying brand and marketing strategies to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in global, national and local markets. This edition focuses on sustainability, smart growth and place branding. It uses the definition of smart growth as the capability of, first, making appropriate judgments according to the relevant performance measures, which lie in the overlap of three factors: efficiency (doing things right), equity (doing the right things) and effectiveness (doing the right things right); and, second, to configure the variables appropriately i.e., to 'getting it all together' in a balanced-centric manner, a priority for future city branding This volume provides various disciplinary perspectives for mapping ways to lead place branding toward the smart growth paradigm designed to build performance, guided by sustainable values, cultural identity and social inclusive strategies. This Yearbook also underlines the importance of cities not only as the source of around 80 per cent of carbon dioxide emissions, but importantly as ecologically-rejuvenated brands. The International Place Branding Yearbook 2012: will improve understanding of place branding not only as multi-actor and multi-sector, but increasingly as a multi-layered process; provides a city typology affording the potential development path for defining brand value propositioning; interprets the critiques about production and consumption entangled in place brands, including accusations questioning their usefulness and viability.

FRANK GO is a professor of Tourism Marketing at Rotterdam School of Management, Erasmus University, The Netherlands; Academic Director of the Master of Science, Hospitality Management, jointly offered with Hotel School The Hague; and visiting professor at the Open University Business School, U.K., Rikkyo University, Tokyo, and the University of Gerona, Spain.

 

ROBERT GOVERS is an independent policy advisor and Adjunct Associate Professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates.

List of Tables
List of Figures
Preface
Acknowledgements
Notes on Contributors
About the Book
Organisation of the Book
Introduction; F.Go & R.Govers
PART I: MULTIDISCIPLINARY PERSPECTIVES ON SUSTAINABLE PLACE BRANDING
Four Readings of Place Leadership; C.Mabey & T.Freeman
Beyond Place Branding; N.Ind & E.D.Holm
Crisis Communication and Sustainable Place Marketing; E.Avraham
A Perspective on Planning, Preservation and Place Branding; K.van Assche, M.C.Lo & R.Beunen
PART II: CHAPTERS ON PARTICULAR CASES
Case A: Sex and the City - City Branding Processes in Spanish Cities; G.Seisdedos
Case B: A Common Agenda for Place Branding: Made in Torino; A.Otgaar
Case C: Sustaining a Brand Through Proactive Repair: the Case of Manchester; S.Little
Case D: Social Media: Insight into the 'Public Mood' of Places? A Case Study of the City of Johannesburg; W.Schreiner & F.Go
Case E: Turning a Gemstone into a Diamond – a Green Design & Branding Strategy for The City of Bucharest; I.Gramon-Suba & C.Holt
PART III: CHAPTERS ON PARTICULAR THEMES
Overcoming the Risk of Stereotypes – Sustainable Place Branding asks for Strategic Communications; R.Schatz
Do National Green Reputations Matter? The Global Green Economy Index and Implications for Stakeholders in the Green Economy; J.Tamanini
Branding Brazilian Slums through 'Freeware' Cultural Production: the Case of Rio de Janeiro; A.P.Russo
Improved Public Infrastructure and Sustainable Place Branding; K.Dinnie
PART IV: MOVING PLACE BRAND KNOWLEDGE FORWARD: CONCLUDING REMARKS
Conclusion; F.Go & R.Govers
References