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
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1. |
The World of Brands and Branding |
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2. |
The Challenges and Rewards of Branding Places |
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3. |
What is Being Branded and Why? |
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4. |
Prepare to Start: Mobilize the Forces |
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5. |
Seven Steps to a Community Brand |
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6. |
Step One: Assessment - What’s Your Place in the World?
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Research: How to Obtain the Answers to Your Questions |
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7. |
Step Two: Analysis and Advantage – What Will You be Known For?
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Brand Positioning – Claiming the Most Valuable Real Estate |
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It Takes an Emotional Edge |
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8. |
Step Three: Architecture and Alignment
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What Are the Brand’s Relationships? |
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9. |
Step Four: Articulate – How Can the Brand be Expressed? |
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10. |
Step Five: Activation – How Will the Brand Come to Life? |
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11. |
Step Six: Adoption and Attitudes – How Do We Maximize the Support of Stakeholders? |
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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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