Cover image for Destination branding : creating the unique destination proposition
Destination branding : creating the unique destination proposition
Morgan, Nigel.
Publication Information:
Oxford ; Boston : Butterworth-Heinemann, 2002.
Physical Description:
xviii, 204 pages : illustrations ; 24 cm
Subject Term:
Format :


Call Number
Material Type
Home Location
Item Holds
G155.A1 D4778 2002 Adult Non-Fiction Non-Fiction Area

On Order



In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, 'Destination Branding: creating the unique destination proposition' demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time!

Contributors to 'Destination Branding' reflect a global mix of professionals and academics who bring their original research findings and first-hand experience of the tourism, marketing and advertising industries to this text.

unique collaboration of respected authors, both practitioners and academics
international case studies, including Wales, Australia, New Zealand, Eastern Europe, Singapore and the US, demonstrate the integration of theory and practice

Table of Contents

Nigel Morgan and Annette Pritchard and Roger PrideNigel Morgan and Annette PritchardSimon AnholtFiona GilmoreChris RyanDerek HallRoger PrideShane R. Crockett and Leiza J. WoodJan SlaterGraham Brown and Laurence Chalip and Leo Jago and Trevor MulesAdrian Palmer
List of contributorsp. vii
List of figuresp. xi
List of tablesp. xiii
Acknowledgementsp. xv
Abbreviationsp. xvii
Part 1 Perspectives on Destination Brandingp. 1
1 Introductionp. 3
2 Contextualizing destination brandingp. 11
3 Nation brands: the value of 'provenance' in brandingp. 42
4 Branding for successp. 57
5 The politics of branding cities and regions: the case of New Zealandp. 66
6 Branding and national identity: the case of Central and Eastern Europep. 87
Part 2 Creating the Unique Destination Propositionp. 107
7 Brand Wales: 'Natural revival'p. 109
8 Brand Western Australia: 'Holidays of an entirely different nature'p. 124
9 Brand Louisiana: 'Come as you are. Leave Different.'p. 148
10 The Sydney Olympics and Brand Australiap. 163
11 Destination branding and the Webp. 186
Indexp. 199