Global Place Branding Campaigns across Cities, Regions, and Nations

Ahmet Bayraktar (Bozok University, Turkey) and Can Uslay (Rutgers University, USA)

Indexed In: SCOPUS

Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9781522505761

EISBN13: 9781522505778

DOI: 10.4018/978-1-5225-0576-1

Description:

Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments.

Global Place Branding Campaigns across Cities, Regions, and Nations 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 world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Identity
Economic Hardships
Millennial Perspectives
Participatory City Branding
Sensemaking Data
Social Media
Sustainability

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Editors Bayraktar and Uslay present readers with a collection of academic and professional perspectives on marketing strategies and techniques contemporarily employed to brand cities, regions, and nations for promoting tourism. The editors have organized the fifteen selections that make up the main body of the text in three parts devoted to contemporary cases of city branding from three continents; the branding of destinations, cities, regions, and nations; and city re-branding through sports hosting and sports teams.

– Protoview Reviews

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