An Insider's Guide to Place Branding
Shaping the Identity and Reputation of Cities, Regions and Countries
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Beschreibung
This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.
This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.
Offers a unique mix of storytelling by interviews, and information sharing from research insights Presents a hands-on guide for consultants, regional planners, tourism policy-makers and place marketers
Autor*in
Florian Kaefer
Themen in »An Insider's Guide to Place Branding«
Place brand observer Destination branding Country branding Tourism branding Branding methods Public diplomacy Economic development City branding Reputation management Brand management Brand development Brand communication Destination marketing Tourism marketing Tourism economics
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“The book reflects Dr. Kaefer’s unique approach and background to place branding … . For scholars and students, the book presents a comprehensive overview of what the field has been about and has developed in the last decade. For practitioners, the book has the potential to be a reference resource for the years to come.” (Efe Sevin, Place Branding and Public Diplomacy, Vol. 19 (3), 2023)
“Kaefer synthesises the perspectives of numerous experts from around the world to give a broad stroke perspective of place branding in the 2020s, before collating an anthology of interviews with place branding experts from around the world to offer a deep-dive into key topics and insights outlined earlier. A great reference book to have at your side to dip in to when you’re looking for more information on a particular topic or challenge.” (citynationplace.com, May 18, 2021)
“This book is the result ofa disciplined focus on connecting people and ideas across disciplines and borders. It reflects what he considers important and good practice based on his conversations with many of the world’s leading thinkers and practitioners dedicated to developing and nurturing community identity and place reputation. … serve our purpose in helping our communities strengthen their identities, enhance their image and reputation, or pursue our own studies and explorations of this fascinating world we live in.” (placebrandafrica.com, May 14, 2021)
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“Place branding is an impossible mission. If you live and work in a messy democracy, people will rightly stand up against efforts and techniques that work in the corporate world. People aren’t toothpaste and sports cars and they don’t want to feel ‘packaged up’ by a marketer. We have to be careful and curious, seductive, and honest about what works and doesn’t work. This collection is a way for place branding and economic development professionals to share ideas, successes and failures, and a broader understanding of the immense value of a powerful and consistent place brand. It’s also a really fun read!” (Todd Babiak, CEO of Brand Tasmania)
“If you only read one book on place branding, let Kaefer’s ‘An Insider’s Guide to Place Branding’ be that book. This is without doubt the best long-read on the topic. The first part of the book is written with ease, clarity and structure. The second part of the book offers the thoughts and reflections of 47 of the world’s leading experts on the topic. Need I say more?” (Martin Boisen, Independent advisor at For the Love of Place)
“This book is an impressive compendium of 'who is who' in place branding.” (Robert Govers, author of Imaginative Communities)
“Florian Kaefer is the soul of The Place Brand Observer, TPBO’s contributions to the field are unparalleled, and this book reflects these credentials. Combining chapters by the author with depth interviews featuring notable persons in the field – Govers, Warnaby, Florek, Zenker, and many others – this book offers insights and wisdom that make it a must resource for practitioners. I highly recommend it.” (Nicolas Papadopoulos, Distinguished Research Professor of Marketing and International Business, Carleton University, Canada)
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