Destination Branding: Creating the Unique Destination Proposition [Paperback]

Nigel Morgan (Editor), Annette Pritchard (Editor), Roger Pride (Editor)

Book Description

Publication Date: December 31, 2001 | ISBN-10: 0750649941 | ISBN-13: 978-0750649940 | Edition: 1

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, 'Destination Branding: creating the unique destination proposition' demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time!

Contributors to 'Destination Branding' reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.


unique collaboration of respected authors, both practitioners and academics
international case studies, including Wales, Australia, New Zealand, Eastern Europe, Singapore and the US, demonstrate the integration of theory and practice

Editorial Reviews

Review

'Destination Branding' fulfils a role of illuminating an area of tourism marketing that few experience first hand. It provides a useful case based text for more advanced undergraduate students as well as those interested in understanding how and why governments around the world spend $350 million a year on destination advertising.
Noel Scott, Journal of Hospitality and Tourism Management, Vol 9, No 2, June 2002.

"This book will make a significant contribution to thinking on the subject." Jeff Hamblin, formerly Chief Executive, British Tourist Authority

Book Description

New edition of bestseller, with brand new chapters from marketing 'greats' such as Kotler and Olins --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 224 pages
• Publisher: Butterworth-Heinemann; 1 edition (December 31, 2001)
• Language: English
• ISBN-10: 0750649941
• ISBN-13: 978-0750649940
• Product Dimensions: 9.1 x 6.4 x 0.6 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,950,920 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

2.0 out of 5 stars Disappointing, December 12, 2008

By 

Jim Kayalar, CMC (Jersey city, NJ USA) - See all my reviews

This review is from: Destination Branding, Second Edition: Creating the unique destination proposition (Paperback)

There's an old Texan saying " All hat and no cattle". That's how I felt after reading this book. Who is the book written for? If you are an academic, there is too little empirical data. If you are a destination marketing professsional, there is hardly anything you can gain from reading this book. If you are a student, its too shallow. Nearly all chapters start out with a definition of branding by some marketing authority. Very repetitive. Philip Kotler's contribution on chapter 5 is OK, but outdated. Not one of his best. Better to get a book about branding. Chapter 5 does provide some value, as does the case study on Western Australia Chapter 12. Hence the two stars. Jim Kayalar is a Certified Management Consultant with the Institute of Management Consultants USA (IMC-USA) with 20 plus years of experience in a myriad of industries. Jim Kayalar is the managing director and founder of Business Tune Up.

1 of 1 people found the following review helpful:

5.0 out of 5 stars The World of Destination Brands, October 20, 2007

By 

Bill Baker (Portland, Oregon USA) - See all my reviews
(REAL NAME)   

This review is from: Destination Branding, Second Edition: Creating the unique destination proposition (Paperback)

After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world's leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.

Bill Baker - Author of Destination Branding for Small Cities