Introdution

Robert Govers () and Frank Go ()

Chapter Chapter 1 in Place Branding, 2009, pp 1-21 from Palgrave Macmillan

Abstract: Abstract In this present-day world of parallel virtual and ‘real’ experiences, our extravagant expectations seem only to escalate. The common saying, ‘It’s a small world’ is increasingly true. In contrast to Boorstin’s query about how exotic the nearby can be, we now ask ourselves how nearby the exotic can be; and not how familiar the exotic can become, but how to preserve the exotic of the unfamiliar. But Boorstin was prophetic when he observed that ‘Now [in the 21st century more then ever] all of us frustrate ourselves by the expectation that we can make the exotic an everyday experience (without it ceasing to be exotic); and can somehow make commonplaceness itself disappear’ (Boorstin 1962, p. 77).

Keywords: Brand Equity; Brand Loyalty; Place Identity; Branding Para; National Brand (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24702-4_1

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DOI: 10.1007/978-0-230-24702-4_1

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