Publisher Description

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 favourable 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 do 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: Conceptual understanding of the destination branding process; How to structure, implement, and manage it; Comparative analysis of a product brand and a nation brand; Unmanageable dimensions of a Destination Brand; Case studies of India, Dubai, Kerala, Singapore, and Malaysia.

Author Biography

Amit Kumar Singh holds a Masters Degree in Business Administration from the Institute of Management Studies, Dehradun. At present, he is the Faculty Associate at Icfai Books, an affiliate of the Icfai University Press. Prior to joining Icfai, he had a short stint in the BPO industry. He has been a regular contributor to Icfai magazines. He has made research contributions in the areas of branding and advertising, and edited books ranging from Aviation Industry to Experiential Marketing. He is also a contributor to allaboutbranding.com (a leading online branding and communication exchange). His areas of interests include branding, strategic management and global marketing.

Table of Contents

Destination Brand Images; Destination Branding: Concept & Measurement; How to Structure & Manage the State Branding Process; Nation as a Brand; Destination Brand: Branding the Unmanageable; City Branding; Destination Dubai: Building a Brand; Singapore: Transforming the Asian Tiger; Destination Marketing: A Case Study of 'God's Own Country'; Malaysia -- Truly Asia: A Case Study on Destination Marketing; Uttaranchal: Branding Through Tourism; Branding India: Strategic Challenges & Possible Approaches; Index.

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