Towards Effective Place Brand Management: Branding European Cities and RegionsGregory Ashworth, Mihalis Kavaratzis Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in |
Contents
| 1 | |
a crossdomain literature review from a marketing perspective | 15 |
3 Is corporate branding relevant top laces? | 36 |
Nea Ionia Greece and Pafos Cyprus | 49 |
from Madrid Global to global Madrid | 69 |
the political economy of place images in the case of Tuscany | 89 |
7 Placemaking or place branding? Case studies of Catalonia and Wales | 116 |
building community or selling place? | 136 |
old wine in new bottles or innovative form of participatory place branding? | 173 |
findings and implications for city branding | 191 |
the influence of the built and natural environment in city logos | 205 |
possibilities and pitfalls | 222 |
in search of effective place brand management | 234 |
References | 240 |
| 269 | |
reputation identity and regeneration in postindustrial cities | 156 |
Other editions - View all
Common terms and phrases
Aalborg activities analysis approach Ashworth aspects associations attempt attraction authors become Berlin building campaign capital centres chapter city branding competitive consumer context contribute corporate branding create creative cultural destination distinctive economic effective environment establish evaluation example existence expectations experience external Figure focus framework Global groups identity implementation important industrial initiatives interest internal investment issues Italy literature living logo Madrid means nature objectives organisations particular partnerships perceived personality physical place branding place marketing planning political positive potential practice present projects promotion recent reference regard region relationship represent residents respondents result role satisfaction significant social Spain specific stakeholders strategy strong successful suggests symbolic tion tourism Tuscany understanding unique University urban values vision Wales