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Towards Effective Place Brand Management
Branding European Cities and Regions
Edited by
Gregory Ashworth
Professor of Heritage Planning and Urban Tourism, University of Groningen, the Netherlands
Mihalis Kavaratzis
Associate Professor of Marketing and Tourism, International Business School ~ Budapest, Hungary
Edward Elgar
Cheltenham, UK • Northampton, MA, USA
© Gregory Ashworth and Mihalis Kavaratzis 2010
Contents
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical or photocopying, recording, or otherwise without the prior permission of the publisher.
Published by
Edward Elgar Publishing Limited
The Lypiatts
15 Lansdown Road
Cheltenham
Glos GL50 2JA
UK
Edward Elgar Publishing, Inc. William Pratt House 9 Dewey Court Northampton Massachusetts 01060 USA
A catalogue record for this book is available from the British Library
Library of Congress Control Number: 2009941148
List of figures vii
List of tables viii
List of contributors ix
1. Place branding: where do we stand? 1 Mihalis Kavaratzis and Gregory Ashworth
2. Place branding theory: a cross-domain literature review
from a marketing perspective 15
Graham Hankinson
3. Is corporate branding relevant to places? 36 Mihalis Kavaratzis
4. Place marketing, local identity and branding cultural images
in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus 49
Alex Dejfner and Theodore Metaxas
5. Branding Madrid: from 'Madrid Global' to 'global Madrid' 69 Maria Cristina Mateo and Gildo Seisdedos
6. Managing Otherness: the political economy of place images
in the case of Tuscany 89
Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli
7. Place-making or place branding? Case studies of Catalonia
and Wales 116
Assumpcio Huertas Roig, Annette Pritchard and Nigel Morgan
8. Branding Aalborg: building community or selling place? 136 Anette Therkelsen, Henrik Halkier and Ole B. Jensen
9. Mind the gap: reputation, identity and regeneration in post-industrial cities 156 Myfanwy Trueman, Nelarine Cornelius,
Mirza Mohammed AH Baig and Joyce Liddle
10. The 'be Berlin' campaign: old wine in new bottles or
innovative form of participatory place branding? 173
Claire Colomb and Ares Kalandides
11. Place satisfaction of city residents: findings and implications
for city branding 191
Andrea Insch and Magdalena Florek
Printed and bound by MPG Books Group, UK
VI
Towards effective place brand management
12. Semiotics and place branding: the influence of the built and
natural environment in city logos
Gary Warnaby and Dominic Medway
13. Personality association as an instrument of place branding:
possibilities and pitfalls
Gregory Ashworth
14. Conclusion: in search of effective place brand management
Gregory Ashworth and Mihalis Kavaratzis
References Index
240 269
Figures
2.1 Place branding: a multi-dimensional framework 28
1. Factors that contribute to the accomplishment of the vision 60
2. Degree of implementation of promotional policies in
relation to the city/place branding image 65
1. Madrid Global organisational chart 79
2. Madrid 2016 logo 81
3. Open Cities logo 84
1. Image, expectations and feedback mechanisms 92
2. The Province of Grosseto in Italy and Tuscany 98
3. The statue of the buttero 102
4. Mayor A. Antichi 104
5. The'Canapone' 106
6. Promotion images of Tuscany 1 113
7. Promotion images of Tuscany 2 114
1. The logotypes and flags of Wales and Catalonia 124
2. Illustration of the Catalonia brand created using the Visone program 125
3. Illustration of the Wales brand created using the Visone program 126
4. Illustration of the Great Britain brand using the Visone program 127
5. Illustration of the Cardiff brand using the Visone program 129
6. Illustration of the Spain brand using the Visone program 130
7. Illustration of the Barcelona brand using the Visone program 132
1. The place branding triad 141
2. Place branding actors and processes 143
3. Branding Aalborg - logo and merchandise 146
1. The American Customer Satisfaction Index (ACSI, 2008) 195
2. Working model of resident place satisfaction 196
Greenwich Council logo 216
Innsbruck Tourismus logo 216
Sudtirollogo 216
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