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Destination Branding for Small Cities Paperback – September 22, 2007


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Editorial Reviews

Review

Destination Branding for Small Cities once and for all destroys the myths and misinformation surrounding the branding of destinations. In his very welcome contribution to this sullied field of destination branding, Bill Baker simply and succinctly corrects the misunderstanding of many destination marketers and the misinformation of creative agencies that brand development for places involves the selection of a catchy strap line, an eye catching logo or an award winning advertising campaign. As he clearly demonstrates these are merely outcomes or representations of the brand and not the brand itself. At a time of diminishing returns for destinations from traditional advertising techniques and the rise of customer determination of brand values and veracity through the increasing impact of word of mouth and the expansion of an already wide array of IT based consumer to consumer channels, the experience of the visitor or the investor increasingly determines the sustainability and effectiveness of the place brand. As Mr Baker clearly shows through his many relevant case studies, brand development for all range of destinations has to be a systematic and involving exercise, rather than a superficial wall paper job. Increasingly brand development is about matching the aspirations of a city s residents with the expectations of its visitors. Only then will the destination deliver on the promise of its brand. This book by Bill Baker has the potential to save millions of dollars spent in the past by cities, states and nations on ill conceived and ineffective campaigns purporting to be brand development exercises. In addition it has the further potential of reinforcing the value of brands in the rapidly changing world of destination marketing. --John King, Managing Director, Global Tourism & Leisure, Sydney Australia<br /><br />In the last decade destination branding has become one of the most talked about concepts amongst place marketers but it still needs greater explanation. Bill Baker makes a major contribution to that task in this book. Destination Branding for Small Cities is hugely readable yet immensely practical and readily communicates Baker's enthusiasm for and command of his subject. This book is set to become a must have for anyone involved in place marketing. --Prof. Nigel Morgan, University of Wales Institute, author of best seller Destination Branding --Prof. Nigel Morgan, University of Wales Institute, author of best seller Destination Branding

Baker's writing style is engagingly direct and to the point, and his book should be essential reading for anyone involved in the study or implementation of city branding. - Journal of Brand Management Volume 17 #2, Oct/Nov 2009 --Journal of Brand Management Volume 17 #2 Oct/Nov 2009

Destination Branding for Small Cities once and for all destroys the myths and misinformation surrounding the branding of destinations. In his very welcome contribution to this sullied field of destination branding, Bill Baker simply and succinctly corrects the misunderstanding of many destination marketers and the misinformation of creative agencies that brand development for places involves the selection of a catchy strap line, an eye catching logo or an award winning advertising campaign. As he clearly demonstrates these are merely outcomes or representations of the brand and not the brand itself. At a time of diminishing returns for destinations from traditional advertising techniques and the rise of customer determination of brand values and veracity through the increasing impact of word of mouth and the expansion of an already wide array of IT based consumer to consumer channels, the experience of the visitor or the investor increasingly determines the sustainability and effectiveness of the place brand. As Mr Baker clearly shows through his many relevant case studies, brand development for all range of destinations has to be a systematic and involving exercise, rather than a superficial wall paper job. Increasingly brand development is about matching the aspirations of a city s residents with the expectations of its visitors. Only then will the destination deliver on the promise of its brand. This book by Bill Baker has the potential to save millions of dollars spent in the past by cities, states and nations on ill conceived and ineffective campaigns purporting to be brand development exercises. In addition it has the further potential of reinforcing the value of brands in the rapidly changing world of destination marketing. --John King, Managing Director, Global Tourism & Leisure, Sydney Australia

About the Author

Bill Baker is President of Total Destination Management, and is recognized internationally for his pioneer work in creating brand strategies for destinations of all sizes, ranging from nations to small cities. He has more than 30 years destination branding and marketing experience in 25 countries and has been directly involved in some of the most respected and successful destination branding campaigns in the USA, Europe and Australia. Bill is a popular speaker in the USA and abroad on the many aspects of destination branding and tourism marketing.
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Product Details

  • Paperback: 192 pages
  • Publisher: Creative Leap Books; 1st edition (September 22, 2007)
  • Language: English
  • ISBN-10: 0979707609
  • ISBN-13: 978-0979707605
  • Product Dimensions: 0.5 x 5.5 x 8.5 inches
  • Shipping Weight: 10.4 ounces
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #1,429,269 in Books (See Top 100 in Books)

More About the Author


Bill Baker is President of Total Destination Marketing, and is recognized internationally as an author, speaker and for his pioneer work in creating successful brand strategies for places of all sizes, from nations to small cities. He has more than 30 years destination branding and marketing experience in 25 countries. Bill is a popular speaker at conferences and seminars around the world where he simplifies the many aspects of place branding. You can learn more at www.DestinationBranding.com.

Customer Reviews

4.7 out of 5 stars
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See all 18 customer reviews
It should be required reading for every city council, council member or county commissioner.
Duane E. Knapp
He gives fantastic examples, and the book is organized in a way that makes it easy to understand and digest.
Michael Luongo
This should be required reading for all destination marketers in medium to small cities and areas.
Adam Sorenson

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Reyn Bowman on September 23, 2007
Format: Paperback
This is an outstanding book, for large and small cities. I think Mr. Baker titled it for small cities so no one would fear it would be unrealistic at one level or another.

This book is an invaluable resource that provides a customizable, easy to follow roadmap of the "place" branding process. It is also an excellent tool for a city, town or county ready to assess, rearticulate or freshen an existing brand.

It book will be a shock for people who think a brand is a logo or tagline or something you buy from an advertising or public relations agency although such experts can play a role in the process or in deploying the brand later on if the community's destination marketing organization doesn't have that capability.

Branding cities and towns has come a long way from the days when two or three people (usually white guys) came up with a brand over a couple of martinis and then announced it to a community.

And Baker's roadmap provides lots of ways to customize an approach to a community's personality. It definitely isn't one size fits all.

This is a huge contribution that if used will empower any community of any size to distill a brand that works. I only wish I had had such a tool when I began branding places as a profession more than 30 years ago.
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4 of 4 people found the following review helpful By Bill Geist on November 3, 2007
Format: Paperback
Destination Branding has reached that tipping point at which everyone is talking about it...but so few are doing it well. Bill Baker has authored what I believe to be the finest treatise on the topic to date. Filled with several case studies of both the good and the bad, "Destination Branding for Small Cities" defines what destination brands are and aren't...and outlines a clear path for those that want to do branding right.
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2 of 2 people found the following review helpful By David Prentiss on October 18, 2007
Format: Paperback
Bill Baker's book is a must-read for anyone who wants to get destination branding right. It is a clear and compelling narrative of what a destination branding process has to entail. This book offers excellent guidance on the right way to do destination branding and points out the common pitfalls you need to avoid. The book is also a great way to build consensus among your stakeholders group on how to proceed in the destination branding process.
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2 of 2 people found the following review helpful By Goooon on November 4, 2007
Format: Paperback
Bill Baker has produced a tool that every destination marketer should have on their desk and share with stakeholders. Written as a workbook for newcomers, it serves equally well as a resource for veterans. Ultimately, this book will guide you to giving your brand "life" by delivering on your destination promise.
Brian Harney, Director of Marketing, Washington County Visitors Association, Oregon
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Format: Paperback
The first edition of this book became one of my favorite reference books in my professional library. It was so full of details and well thought out. This second edition does not disappoint and improves (if that's even possible) on the first edition. Incorporated are new examples and new perspectives for our rapidly changing world and severely limited budgets. If your destination cannot afford a consultant or sending you to a university course, you can realize a large chunk of your on-the-job training with this book. Bill's work is that of a consummate professional. The book is well crafted and well researched. It's an essential read for destination marketers. And for professionals outside the USA, there are plenty of case studies, examples and ideas that will be of use to you too.
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Format: Paperback
While this book is about branding small cities, it's actually a great resource for anyone wanting to know more about the branding of places of all sizes. I particularly liked the way that Mr. Baker has simplified the concepts, steps and terms relating to brand so that non-marketers can better understand this important practice. This book is ideal for government officials and staff who are responsible for advancing the reputation of their city, county, state or country. The digestible style also makes it an excellent resource for academic professionals teaching destination branding principles to college or graduate level students.Destination Branding for Small Cities
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Format: Paperback
Why pay a university thousands of dollars to take a branding class when this book sums it up together incredibly well - and you can read this all you can eat feast of information in as little as 2 days. Baker has thought of all facets of destination branding, and most importantly, through the eyes of smaller destinations, which often don't have the staff or financial resources to make things happen. This should be required reading for all destination marketers in medium to small cities and areas. While the book uses US examples, smaller destinations in other countries will still find the content highly relevant.
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By J. Crowe on January 30, 2014
Format: Paperback Verified Purchase
A valuable and essential read for anyone working with a city, county or state thinking about bringing tourist to their location as a source of increased revenue. Too often a logo and brand idea end up in the trash because the initial idea to attract tourism goes no further than appearance. No consideration was given to selling the brand or backing up the brand with a credible product. This book tells it all and the implementation plan provided provides sound advise on how to develop a brand identity program and launch it successfully.
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