The World of Brands and Branding -- Why Bother with Place Branding? -- The Challenges of Branding Places -- What Is Being Branded and Why? -- Prepare to Start: Mobilize the Forces -- Prepare to Start: Selecting Place Branding Expertise -- The Seven Steps to a Place Brand -- Step One: Assessment...

"This book provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration, featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the...

Part I - A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten...