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International Place Branding Yearbook 2010

Place Branding in the New Age of Innovation

  • Book
  • © 2010

Overview

Editors:
  1. Frank M. Go
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  2. Robert Govers
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Table of contents (16 chapters)

  1. Front Matter

    Pages i-l
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  2. Multidisciplinary Perspectives

    1. Front Matter

      Pages 1-1
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    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

  4. The Future Evolution of Place Branding

    1. Front Matter

      Pages 111-111
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    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
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Keywords

About this book

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.

Reviews

'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

About the authors

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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