Destination Branding For Small Cities : the essentials for successful place branding. / txt
Bill Baker.
- 191 p. ill. 22 cm. book
Includes bibliographical references (p. 185-188).
Contents: Acknowledgements 7 -- Preface 9 -- Introduction 13 -- 1 The World of Brands and Branding 21 -- 2 The Challenges and Reward of Branding Places 39 -- 3 What Is being Branded and Why? 49 -- 4 Prepare to Start : Mobilize the Forces 57 -- 5 The seven Steps to a Community Brand 71 -- 6 Step One: Assessment -- What’s Your Place in the World? 75 -- Research: How to Obtain the Answers to Your Questions 77 -- 7 Step Two : Analysis and Advantage – What Will You Be Known For? 91 -- Brand Positioning: Claiming the Most Valuable Real Estate 94 -- It Takes an Emotional Edge 109 -- 8 Step Three: Architecture and Alignment – What Are the Brand’s Relationships? 119 -- 9 Step Four: Articulate -- How Will the Brand Be Expressed ? 129 -- 10 Step Five: Activation -- How Will the Brand Come to Life? 143 -- 11 Step Six : Adoption -- How Do We Maximize the Support of Stakeholders 161 -- 12 Step Seven: Action and Afterward -- How Do We Keep the Brand Fresh and Relevant? 169 -- In Conclusion 179 -- Appendix: Destination Branding Terms 181 -- End Notes 185 -- About the Autor 189 -- The Destination Branding Master Workshop 191 --
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Place marketing. Small cities. Tourism Branding (Marketing) City promotion.