International Place Branding Yearbook 2011 Managing Reputational Risk

by Go, Frank M.; Govers, Robert

• ISBN13: 9780230279537
• ISBN10: 0230279538
• Format: Hardcover
• Copyright: 2011-11-15
• Publisher: Palgrave Macmillan

Summary

The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.

Author Biography

FRANK GO is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, the Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, sustainable business development. He serves as Academic Director of the MSc program - a joint program of RSM/Hotel School, The Hague - and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-) authored more than 125 articles, official reports and book chapters in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations.

ROBERT GOVERS is Adjunct Associate Professor, holding the Visit Flanders Chair in Tourism Management of the Consortium University of Leuven, Belgium, where he was also Project Manager at the Flemish Centre for Tourism Policy Studies. Besides this he is a Visiting Faculty with The Hotel School, The Hague, Rotterdam School of Management, IULM University in Milan, the University of Turin and several institutes in Dubai. He co-authored many publications in the field of place branding and image, tourism, hospitality and quality management. As a project manager, Govers has been involved in many consultancy projects for reputable organizations such as IATA, the European Commission, the Flemish Government and various Dutch ministries and tourism promotion boards, and has taught courses on place branding, marketing, services marketing, strategic services management, and research methods. (www.rgovers.com)

Table of Contents

Preface
Introduction
Notes On Contributors
From Competitive Identity To Governmental Social Responsibility: Place 'Brand' In An Interconnected World; S.Anholt
Imagined Identities Of Really Existing Cities (The Reputation Game); S.Magala
Why Brand The Future With The Past?; The Roles Of Heritage In The Construction And Promotion Of Place Brand Reputations; G.J.Ashworth& M.Kavaratzis
History Matters: The Path Dependency Of Place Brands; E.Braun
Beyond The Fringe: Creativity And The City; N.Ind& L.Todd
The Anholt-Gfk Roper Nation Brands Index: Navigating The Changing World; B.M.Feinberg& X.Zhao
Country Reptrak™: A Standardized Measure Of Country Reputation; G.Berens, C.J.Fombrun, L.N.Ponzi, N.Georges Trad& K.Nielsen
The Futurebrand Country Brand Index; T.Adams
The East West Nation Brand Perception Indexes And Reports: Perception Measurement And Nation Branding; T.Cromwell
The Global Peace Index; C.Schippa
Blessing Or Burden: Do Major Sport Events Hosted By Developing Countries Impact On Reputation?: The 2010 FIFA World Cup™: A South African Case Study; W.Schreiner& F.M.Go
Using University Ranking Systems To Build Nation Brand Reputation; N.S.Pak& F.M.Go
Putting Greece On The Map: The Use Of Cognitive Causal Mapping For Destination Management; J.Van Rekom& P.Verlegh
Place Marketing And Experience Of Place In A Virtual Environment: An Empirical Analysis Of The Importance Of Hedonic Meaning; I. Tjøstheim& F.M.Go
Strengthening Brand America's Reputation Through Cooperation; E.Burghard& R.Govers