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How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding
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Review
"Teemu Moilanen and Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. . . . No nation, city or place should undertake the challenging task of marketing itself without first reading this book." - Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management
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About the Author
TEEMU MOILANEN is a place branding specialist. He has performed several international research and development projects in place branding in national -, city- and tourism resort levels. He has been nominated as the leading specialist in the field by ministry of Foreign Affairs of Finland and the Finnish Tourist Board, and is currently working as an Advisor and key author of the 'Development programme of the Nation Brand of Finland', issued by the government of Finland. Moilanen has extensive experience in tourism destination branding and development in several countries in the world, and during more than a decade has been involved in developing strategic Master Plans of several leading tourism destinations. Moilanen is also a seasoned speaker in seminars and international conferences related to destination branding. Currently Moilanen is the Chairman of the Board and Principal Lecturer of the first and largest Master level programme of Hospitality Management in Finland, at HAAGA-HELIA University of Applied Sciences, and works as the CEO of Imagian Ltd, a consultancy company specializing in Place Branding.SEPPO RAINISTO is recognized as a leading specialist in place marketing and branding, now chairman of Meritleader Int. His study Success Factors of Place Marketing (2003) was probably the first doctoral dissertation in the field. Rainisto advises numerous cities, regions and communities on place branding. He has been a member of the Editorial Board of the Journal of Place Branding and Public Diplomacy (London) and of the Advisory Board of the same named Association (Berlin). Rainisto has worked for Finland Promotion Board to prepare a national branding program. Rainisto's knowledge of brand marketing is based on more than 30 years of private sector management experience with famous international corporations and brands. He has worked for 10 years in university research and management, and produced several books, articles and scientific papers.
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Product details
Paperback: 202 pages
Publisher: Palgrave Macmillan; 1st ed. 2009 edition (January 9, 2016)
Language: English
ISBN-10: 1349306363
ISBN-13: 978-1349306367
Product Dimensions:
6.1 x 0.5 x 9.2 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
3.1 out of 5 stars
2 customer reviews
Amazon Best Sellers Rank:
#1,067,416 in Books (See Top 100 in Books)
One can hope with such an expansive title, the authors and editors would come close to delivering a coherent final result. The minds behind the book fail to display an authoritative command of the subject and even crash then burn when addressing the well established theoretical framework for product and service branding.Words and phrases meander on their way to make a point and assertions get lost in endless repetition as a reader might stumble over badly organized chapters, paragraphs and even sentences.The doctoral students at the heart of this work should leave marketplace offerings and return to their academic environs more accepting of sophmoric admirations of their elders and more studied peers.I will use the book as an exceptional listing of contemporary studies on more narrow subjects.
I am currently working on my grad school thesis pertaining to the topic of city branding. I have checked out a handful of books from the school's library and have found this one to be the most resourceful.The authors wrote this book in such a clear and straight-forward manner. Right off the bat, the opening chapter that introduces the general concept of branding is one of the best I have ever read (...and I have read A LOT of books on branding!). The book also contains plenty of great examples of both successes and failures (very insightful!) of past branding attempts. It explains all the things you need to consider if you were to attempt to brand a destination. Throughout, the narrative/pacing is well maintained as we jump from one chapter to the other.Seriously, I can't say enough about this book. If I were to actually land a city branding project, I would totally use this book as my official guide (dare I say Bible!). It's a great tool for those new to the topic to learn from and for experts to revisit some of the things that they may have learned to overlook throughout the years. I can't honestly say that this is THE book for destination branding...the authors did mention that this concept is still relatively new and there's still much to be learned as more and more attempts arises...but it sure is a great start.
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