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The Essential Handbook for Destination Branding

Destination Branding for Small Cities
By Bill Baker

Publisher: Creative Leap Books

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$US 24.95
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Paperback: 192 pages
ISBN: 978-0-9797076-0-5
Language: English

Publication Date: September 10, 2007

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Product Details

Branding is one of today's hottest and most misunderstood destination management and marketing concepts. Destination Branding for Small Cities takes readers on a fascinating journey and shows how to orchestrate a successful brand for tourism and economic development.

This must-read primer demystifies branding, demonstrates how to uncover a Destination Promise , and provides real world examples, as well as affordable, proven tools, templates and checklists to help breathe life into a city brand.

Destination Branding for Small Cities highlights:

Why branding is important to ambitious places
The pitfalls in destination branding and how to avoid them
The essential steps in brand planning for cities
How to define your positioning and Destination Promise™
Critical questions to test your positioning, logo and tagline
How to encourage stakeholders to be champions for the brand
How to deliver outstanding brand experiences

Contents

Acknowledgements

Preface

Introduction

The World of Brands and Branding

The Challenges and Rewards of Branding Places

What is Being Branded and Why?

Prepare to Start: Mobilize the Forces

Seven Steps to a Community Brand

Step One: Assessment - What’s Your Place in the World?

Research: How to Obtain the Answers to Your Questions

Step Two: Analysis and Advantage – What Will You be Known For?

			Brand Positioning – Claiming the Most Valuable Real Estate
			It Takes an Emotional Edge

Step Three: Architecture and Alignment

What Are the Brand’s Relationships?

Step Four: Articulate – How Can the Brand be Expressed?

10.

Step Five: Activation – How Will the Brand Come to Life?

11.

Step Six: Adoption and Attitudes – How Do We Maximize the Support of Stakeholders?

12.

Step Seven: Action and Afterward – How Do We Keep the Brand Fresh and Relevant?

Appendix: Destination Branding Terms

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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Total Destination Management specializes in tourism planning, economic development and destination branding for cities, counties and regions. This page includes information about Bill Baker, Tourism Destination Management, place branding, city branding, county branding, community branding, Visitor Readiness Assessment, tourism audit, tourism strategy and tourism marketing. Our experience includes developing a city image, a community tagline or region slogan, a city motto, a regional tourism brand, a community identity and much more.