Destination Branding: Creating the unique destination proposition

Introduction (Morgan, Pritchard, Pride) Branding the nation - the historical context (Olins) Nation brands and the value of 'provenance'(Anholt) The country as a brand, product and beyond (Kotler, Gertner) Meeting the destination branding challenge(Morgan, Pritchard) The political challenge: New Zealand's tourism organisations (Ryan, Zahra) Branding and national identity: central and eastern Europe (Hall) The internet challenge for destination marketing organisations (Palmer) The challenge of public relations financial accountability: USA (Fall & Lubbers) A challenger brand: golf in Wales (Pride) Brand Shanghai: creating inner force (Gilmore) Western Australia: building a state brand (Crockett, Wood) New Zealand and Lord of the Rings (Piggott, Morgan, Pritchard) Brand Louisiana: music & cuisine (Slater) Brand Singapore: hub of 'new Asia' (Seng Ooi) Brand Philadelphia: power of spotlight events (Smith) Developing Brand Australia (Brown, Chalip, Jago, Mules) Index