International Place Branding Yearbook 2010

1. Front Matter

   Pages i-l

   PDF

2. Multidisciplinary Perspectives

   1. Front Matter

      Pages 1-1

      PDF

   2. An Organizational Perspective on Space and Place Branding

      • Stewart R. Clegg, Martin Kornberger

      Pages 3-11

   3. A Political Perspective on Place Branding

      • Simon Anholt

      Pages 12-20

   4. Place Marketing as Politics: The Limits of Neoliberalism

      • Aram Eisenschitz

      Pages 21-30

   5. Knowledge Theory Perspectives on Place Branding

      • David Snowden

      Pages 31-44

   6. Country Images:Why They Influence Consumers

      • Peeter W. J. Verlegh

      Pages 45-51

3. Individual Place Case Studies

   1. Front Matter

      Pages 53-53

      PDF

   2. Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding

      • Ulla Hakala, Arja Lemmetyinen, Juergen Gnoth

      Pages 55-65

   3. Case B: Branding Nonmetropolitan Illinois – A Normative Decision Analysis

      • Adee Athiyaman, Christopher D. Merrett

      Pages 66-76

   4. Case C: Creating Desert Islands – Abu Dhabi

      • Geert Reitsma, Stephen E. Little

      Pages 77-87

   5. Case D: In the Shadow of Bangalore – Place Branding and Identity for Chennai

      • Stephen E. Little

      Pages 88-96

   6. Case E: A Public–Private Partnership to Foster Science, Higher Education and Innovation – The Case of Switzerland with swissnex Boston

      • Pascal Marmier, Marc Fetscherin

      Pages 97-109

4. The Future Evolution of Place Branding

   1. Front Matter

      Pages 111-111

      PDF

   2. Social Media and Immersive Worlds: Why International Place Branding Doesn’t Get Weekends Off

      • Joshua S. Fouts

      Pages 113-120

   3. The E-branding of Places

      • Robert Govers, Frank M. Go

      Pages 121-133

   4. News Coverage of Foreign Place Brands: Implications for Communication Strategies

      • Roland Schatz, Christian Kolmer

      Pages 134-146

   5. Place Branding and Intellectual Property

      • Antonio P. Russo, Giovanna Segre

      Pages 147-155

   6. Website Analysis: Brand Africa

      • Jeroen van Wijk, Frank M. Go, Robert Govers

      Pages 156-171

   7. Orchestrating the Innovation Process of Place Branding

      • Murthy Halemane, Felix Janszen, Frank M. Go

      Pages 172-183

The Place Branding Yearbook 2010 examines 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.

• brand
• branding
• communication
• innovation
• marketing
• social media
• Switzerland

'This is a valuable and wide-ranging volume which will be of great interest to practitioners and scholars of place branding alike.' - Nicholas J. Cull, Professor of Public Diplomacy, University of Southern California.

'In order to advance the field of place branding, a much stronger multidisciplinary approach is required than has occurred to date. The intellectual bridging between different fields provided by this book represents an important step in embracing that multidisciplinary perspective. Keith Dinnie, Associate Professor of Business, Temple University Japan

This book has captured the heart of the theoretical and practical aspects of place branding as a strategic component of business today. Go and Govers have managed to succinctly present the various facets of this topic in a cohesive, logical and comprehensive manner. They have brought together key scholars and thinkers in the field and produced the most up-to-date scenario of the state of research and practice.' - TC Melewar, Professor of Marketing and Strategy, Zurich University of Applied Sciences

FRANK GO is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. 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 and 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, UK. 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 Centre 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)

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