<p><i>'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing.' </i>Francesco Frangialli, Secretary-General of the World Tourism Organisation</p> <p></p> <p><i>'This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing,' </i>Ian Macfarlane, B.COM., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand.</p> <p></p> <p>Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians. Many destinations – from individual cities to entire countries – are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists.</p> <p></p> <p>By focusing on a range of global case studies, <b>Destination Branding: Creating the unique destination proposition</b>, revised second edition, demonstrates how destinations – big and small – can successfully harness the power of branding.</p> <p></p> <p>Now with a companion website at www.elsevierdirect.com/ 9781856178204 offering extra case studies, discussion questions and further reading. </p> <p></p> <p>This revised edition provides:</p> <ul> <p> <li>Case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.</li> <p></p> <p> <li>Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia. </li> <p></p> <p> <li>Consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.</li></ul> <p><b>Nigel Morgan</b> is a Professor at the University of Wales Institute, Cardiff, UK</p> <p><b>Annette Pritchard</b> is a Professor at the University of Wales Institute, Cardiff, UK</p> <p><b>Roger Pride</b> is Director of Marketing, Welsh Assembly Government</p> <ul> <p></p></ul> <br><br><li>Case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.</li> <p></p> <p> <li>Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia. </li> <p></p> <p> <li>Consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.</li>