Place Branding by Govers, Robert -- Read -- Imperial Library of Trantor

Index

Place Branding Place Branding

CONTENTS LIST OF FIGURES, TABLES AND EXHIBITS PREFACE ACKNOWLEDGEMENTS CHAPTER 1 Introduction

BACKGROUND RELEVANCE THE NEED TO DECONSTRUCT THE PLACE BRANDING MODEL BRANDING AS A SOLUTION PLACE BRANDING DEFINITIONS HOW TO READ THIS BOOK

PART 1 Towards Place Branding CHAPTER 2 The Origins of Place Branding

THE PHILOSOPHY OF PLACE BRANDING (1641–1950) THE PSYCHOLOGY OF PLACE BRANDING (1890–1990)

CHAPTER 3 Immediate Discipline

MARKETING UNDER PRESSURE (1980–2000) NEW MARKETING EMERGES (2000–5) CURRENT PERSPECTIVES AND THE NEED FOR A PLACE BRANDING MODEL

Summary of Part 1 PART 2 Place Brand Strategy CHAPTER 4 Strategic Place Branding Elements

PLACE IDENTITY AS SUSTAINABLE COMPETITIVE ADVANTAGE PROJECTED PLACE IMAGE PRODUCT OFFERING BASED ON IDENTITY CONCLUSION: BRAND STRATEGY GAP

CHAPTER 5 Signature Case Dubai: Brand Strategy

INTRODUCTION HISTORICAL CONSTRUCTIONS OF DUBAI DUBAI IN THE NEW GLOBALIZED ECONOMY TODAY DIVERSIFIED PRODUCT OFFERING CREATING BRAND DUBAI SUCCESS FACTORS BRAND DUBAI AND ITS CULTURAL IDENTITY CONCLUSION

CHAPTER 6 Case Zeeland (The Netherlands): Place Identity Research

RESEARCH BACKGROUND: DUTCH ZEELAND SURVEY METHOD RESULTS CONCLUSION

CHAPTER 7 Case Flanders (Belgium): Place Identity Research

THE EXISTENCE OF A FLEMISH IDENTITY BOTTOM-UP FLEMISH PLACE IDENTITY SURVEY CONCLUSION

Summary of Part 2 PART 3 Place Brand Performance CHAPTER 8 Place Brand Performance Elements

PLACE EXPERIENCE AS HEDONIC CONSUMPTION A PRODUCT OFFERING THAT DELIVERS THE PLACE EXPERIENCE EXPERIENCING PLACE IN ALTERNATIVE WAYS PROJECTING PLACE EXPERIENCES: PICTURES AND TEXT CONCLUSION: THE PLACE BRAND PERFORMANCE GAP

CHAPTER 9 Signature Case Dubai: Projected Image Research

DATA COLLECTION CONTENT ANALYSIS OF PICTURES CONTENT ANALYSIS OF TEXT RESULTS CONCLUSION

CHAPTER 10 Mini Case Zeeland (The Netherlands): Place Experience

EXPERIENCE BRANDING ZEELAND ENCOUNTERS OF HOST AND GUEST CONCLUSION

Summary of Part 3 PART 4 Place Brand Satisfaction CHAPTER 11 Place Brand Satisfaction Elements

PERCEIVED PLACE IMAGE VISITOR IDENTITY AS IMAGE SELF-FOCUS TEMPORAL ENVIRONMENTAL OR SITUATIONAL INFLUENCES SHARED MEANING THROUGH NARRATIVES CONCLUSION: PLACE BRAND SATISFACTION GAP

CHAPTER 12 Case The Netherlands: Perceived Image Research

RESEARCH BACKGROUND SURVEY METHOD DATA COLLECTION RESULTS CONCLUSION

CHAPTER 13 Signature Case Dubai: Perceived Image Research

SURVEY METHOD QUESTIONNAIRE COMPARATIVE CASES SAMPLE RESULTS CONCLUSION

Summary of Part 4 PART 5 Conclusion CHAPTER 14 The 3-Gap Place Branding Model CHAPTER 15 Signature Case Dubai: Research Conclusions CHAPTER 16 How to Build Strong Place Brands that Bridge Gaps

PLACE BRAND ANALYSIS DESIGNING THE PLACE BRAND ESSENCE PLACE BRAND IMPLEMENTATION FINAL THOUGHTS

APPENDIX I: SUGGESTED READING APPENDIX II: SURVEY CONTENT ANALYSIS PROCEDURE BIBLIOGRAPHY NAME INDEX SUBJECT INDEX