Destination Branding An Introduction 1st Edition

is written by Amit Kumar Singh. The publisher of this title is SBS Publishers & Distributors Pvt. Ltd..

All products require a branding effort to successfully complete for customers, and places are no exception. Destination branding is all about discovering the true essence of a place (city, state, nation), developing it into core competency by incorporating all the attributes associated and communicating the same to the target audience in a favorable manner.

Most of the destinations in this world have no idea as to how they are perceived outside their little world. This eventually calls for a strategic branding initiative, in order to portray the image of a city, state or a country, in such A Manner that the world perceives their image the way they want them to. This helps them to garner global attention and carve out a niche that expresses a unique identity and personality of the destination and differentiates it from its competitors.

Nowadays, an intense Competition among the nation-states can be witnessed in order to position themselves as perfect destinations for Tourism and investment. Place are creating their brand identity around reputations and attitudes in the same way as the corporate does. Nevertheless, evaluating the brand building measures and interpreting the perception and response of the target audience are uphill tasks.

Some of the major aspects of place branding, covered in this Book are :
1. Conceptual understanding of the destination branding process.
2. How To structure, implement, and manage it.
3. Comparative analysis of a product brand and a nation brand.
4. Unmanageable dimensions of a destination brand and
5. Case studies of India, Dubai, Kerala, Singapore, and Malaysia.

Overview

I. CONCEPTS :
1. Destination Brand Images/Graham Hankinson
2. Destination Branding : Concept and Measurement/Christine Vogt and Kiki Kaplanidou
3. How To Structure and Manage the State Branding Process/Bernard L. Simonin and Jorge De Vicente
4. Nation as a Brand/Amit Kumar Singh
5. Destination Brand : Branding the Unmanageable/Bodill Stilling Blichfeldt
6. City Branding/T.V. Ram Raj

II. CASES :
7. Destination Dubai : Building a Brand/Daksha Bhat
8. Singapore : Transforming the Asian Tiger/Amy Sonpal
9. Destination Marketing : A Case Study of 'God's Own Country'/Tapan K. Panda
10. Malaysia - Truly Asia : A Case Study on Destination Marketing/Tapan K. Panda and Mausumi Panda
11. Uttaranchal : Branding through Tourism/V.V. Ramani and Sujata Patnaik
12. Branding India : Strategic Challenges and Possible Approaches/Tapan K. Panda