Introduction

Teemu Moilanen and Seppo Rainisto

A chapter in How to Brand Nations, Cities and Destinations, 2009, pp 1-2 from Palgrave Macmillan

Abstract: Abstract In different parts of the world branding of countries, cities, and tourist resorts has occurred by applying branding models and procedures made for a single company’s products. However, these procedures do not apply when you are branding complex, multidimensional entities such as countries, cities, or tourist resorts. Historically, little research has been conducted on branding, but recently there has been increased interest in the topic. A common perception is that building and sustaining a place brand is demanding and differs significantly from controlling a traditional brand.

Keywords: Action Plan; Tourism Destination; Tourist Resort; Place Marketing; Public Diplomacy (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58459-4_1

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DOI: 10.1057/9780230584594_1

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