Places

Places
Identity, Image and Reputation

Συγγραφέας: Simon Anholt
ISBN: 9780230239777
Σελίδες: 184
Σχήμα: 17 X 24
Εξώφυλλο: Σκληρό
Έτος έκδοσης: 2009


Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively with the governments of other places. But what can actually be done to understand and measure the reputations of places, and even to influence them? Are they simply 'brand images' like the images of products, that can be influenced at will by the tricks and techniques of commercial marketing? Or are they, as Simon Anholt argues, deeply rooted cultural phenomena that move – if they move at all – very slowly, and only in response to major events and changes in the places themselves? This new collection of essays by the 'father of place branding', Simon Anholt, reveals compelling and essential new thinking on the nature of national reputation.


Contents

Introduction
Some Important Distinctions in Place Branding
Nation Brand as Context and Reputation
Is Place Branding a Capitalist Tool?
Why Brand? Some Practical Considerations for Nation Branding
When Place Images Change
Public Diplomacy and Place Branding: Where's the Link?
'Brand Europe' – Where Next?
Public Sector, Private Sector
Place Branding: Is it marketing, or isn't it?
More on Brands.
'Nation Branding' in Asia
Place Branding: Cause or Effect?
Should Place Brands be Simple?