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How to brand nations, cities and destinations : a planning book for place branding / Teemu Moilanen, Seppo K Rainisto
Basingstoke [England] ; New York : Palgrave Macmillan, 2009
212 p.
Ký hiệu phân loại (DDC): 658.8
A common perception is that building and sustaining a place brand is demanding and differs significantly from controlling a traditional brand. Sometimes a country brand is not focused enough, and this can result in unsuccessful place branding. But it is possible to raise a national identity to the level of an attractive brand. Building a place brand is an investment, with potentially great positive returns. This book will guide you along the path to building a successful brand for any place under construction.
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