Synopses & Reviews
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.
Review
"Teemu Moilanen and Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. . . . No nation, city or place should undertake the challenging task of marketing itself without first reading this book."
- Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management
About the Author
TEEMU MOILANEN is a place branding specialist. He has performed several international research and development projects in place branding in national -, city- and tourism resort levels. He has been nominated as the leading specialist in the field by ministry of Foreign Affairs of Finland and the Finnish Tourist Board, and is currently working as an Advisor and key author of the
Development Programme of the Nation Brand of Finland, issued by the government of Finland. Moilanen has extensive experience in tourism destination branding and development in several countries in the world, and during more than a decade has been involved in developing strategic Master Plans of several leading tourism destinations. Moilanen is also a seasoned speaker in seminars and international conferences related to destination branding.Currently Moilanen is the Chairman of the Board and Principal Lecturer of the first and largest Master level programme of Hospitality Management in Finland, at HAAGA-HELIA University of Applied Sciences, and works as the CEO of Imagian Ltd, a consultancy company specializing in Place Branding.
SEPPO RAINISTO is recognized as a leading specialist in place marketing and branding, now chairman of Meritleader Int. His study Success Factors of Place Marketing (2003) was probably the first doctoral dissertation in the field. Rainisto advises numerous cities, regions and communities on place branding. He has been a member of the Editorial Board of the Journal of Place Branding and Public Diplomacy (London) and of the Advisory Board of the same named Association (Berlin). Rainisto has worked for Finland Promotion Board to prepare a national branding program. Rainisto's knowledge of brand marketing is based on more than 30 years of private sector management experience with famous international corporations and brands. He has worked for 10 years in university research and management, and produced several books, articles and scientific papers.
Table of Contents
Introduction
PART I: THEORETICAL FRAMEWORK FOR DEVELOPING A PLACE-BRAND
What is a Brand?
Importance of a Place-Brand and Benefits of a Brand
A Brand Theoretical Basics of Thinking
How is A Brand Created?
Challenges in Building a Place-Brand
Success Factors of Place Marketing
PART II: THE PROCESS OF BUILDING A COUNTRY-BRAND AND THE CORNERSTONES OF SUCCESS
Case Norway
Case Australia
Case Scotland
Other Experiences in Country-Branding Projects
Summary
PART III: CITY AND DESTINATION BRANDING
Copenhagen: A City Branding Case from Northern Europe
Chicago: A City Branding Case from the U.S.
Comparison between the U.S. and Northern European Branding
Tourism Destination Branding
Case Studies of Worlds Premiere Ski Destination Brands
PART IV: OPERATIONAL PLAN
Country Brand: Operational Plan in Stages
Country Brand: Summary of the Operational Plan
Country Brand: Financing
Country Brand: Timetable
Destination Brand: Operation Plan in Stages
Destination Brand: Summary of the Operational Plan