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Destination Branding, Second Edition: Creating the unique by Nigel Morgan, Annette Pritchard, Roger Pride

By Nigel Morgan, Annette Pritchard, Roger Pride

In cutting-edge hugely aggressive marketplace, many locations - from person inns to nations - are adopting branding ideas just like these utilized by 'Coca Cola', 'Nike' and 'Sony' in order to differentiate their identities and to stress the individuality in their product. through concentrating on quite a number worldwide case experiences, vacation spot Branding demonstrates that the adoption of a hugely special, customer research-based, multi-agency 'mood branding' initiative results in luck at any time when. * comprises 5 thoroughly new chapters authored by way of model specialists, vacation spot retailers and lecturers, together with Philip Kotler and Wally Olins.* A extra worldwide insurance with new case reviews and examples from the USA, New Zealand, Australia and Asia. * Considers the net as a channel of position branding/promotion and its results at the

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Bismarck’s newly unified Germany, created out of the French collapse of 1870, had an Emperor, a Kaiser. The word Kaiser was deliberately chosen because it appeared to hark back to Charlemagne, the Holy Roman Empire and the Caesars of Roman antiquity. William I, the old, proud Hohenzollern King of Prussia who became under Bismarck’s pressure the first Kaiser of the Second Reich, hated the title. He thought it pretentious, bombastic and bogus. It was all of those things, but it was certainly symbolic of the new German brand.

The second factor is ignorance. Most business people do not know anything about the history of the nation in which they were born and in which they live. Many are even shockingly ignorant about the history of the organization for which they work. Unfortunately, it is also true that most academics know nothing about how business works, so each side assumes that the other lives in another and entirely foreign world and that there is no overlap or relationship between them. It is this combination of snobbery and ignorance that is lethal.

The city state is also positioning itself as the arts and cultural capital of the region and, at the same time, drawing on the ‘exoticism’ of its neighbouring destinations: a quality which it is itself trying to re-establish. Can Seng’s chapter thus examines the branding of Singapore holistically, encompassing the particular challenges and opportunities the STB has faced since the new positioning was launched in 1996, from the ‘Millennium mania’ promotions 11 Destination Branding in 2000 to the ‘Singapore roars’ initiative in 2003, following the end of the SARS outbreak.

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