By Nigel Morgan, Annette Pritchard, Roger Pride
In modern day hugely aggressive marketplace, many locations - from person hotels to nations - are adopting branding suggestions just like these utilized by 'Coca Cola', 'Nike' and 'Sony' so that it will differentiate their identities and to stress the individuality in their product. via targeting a number of worldwide case reports, vacation spot Branding demonstrates that the adoption of a hugely particular, client research-based, multi-agency 'mood branding' initiative results in luck each time. * contains 5 thoroughly new chapters authored by way of model specialists, vacation spot sellers and lecturers, together with Philip Kotler and Wally Olins.* A extra worldwide assurance with new case stories and examples from the USA, New Zealand, Australia and Asia. * Considers the internet as a channel of position branding/promotion and its results at the
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Having Hollywood as your advertising agency certainly helps, and hiring NASA as your sales promotion agency, which periodically sends a rocket into orbit to demonstrate the superiority of American technology to a gawping planet, is a stroke of genius. ) For a brand’s home town or home country to add this helpful dose of free additional equity, the only requirement is that the product should ‘chime’ with its place of origin in the consumer’s mind, and that some kind of logic links the two. This logic may be simple or creative: in the case of manufactured brands, it could be the straightforward logic that links Benckiser, a manufacturer of household cleaning products, with a new household cleaning product; or it could be the more lateral sort of logic that links Caterpillar, a manufacturer of bulldozers, with rugged footwear.
The chapter concludes that PR, linked to the opportunities presented by special events and movies (notably The Lord of the Rings) and the world wide web can be a cost-effective tool in the drive to create strong destination brand relationships. Jan Slater returns to her original contribution in Chapter 14 to discuss how Louisiana continues to develop its powerful travel destination brand. Such success is no mean task in the USA, where annual state government tourism promotional spending exceeds half a billion dollars and the domestic audience accounts for over a billion tourism trips.
At the same time, she says, the arts and cultural scene of a city must be nurtured for it stimulates the imagination, and creates for the city an image and a reputation that will help to attract investment and talented individuals. In the case of Shanghai, in the past two decades it has moved from the postindustrial to the information era and achieved a skyline that took fifty years to create in New York and thirty years in Hong Kong. The city is beginning to acknowledge that its greatest assets are its citizens and their creativity.