Place branding for small cities, regions and downtowns : the essentials for successful destinations /
Baker, Bill
Place branding for small cities, regions and downtowns : the essentials for successful destinations / Bill Baker - [Portland] : [publisher not identified], c2019 - 238 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Introduction -- The World of brands and branding -- The Rise of small cities -- The Nature of place brands -- Why bother with branding -- The Challenges -- Place branding : new frontiers -- Economic development and the community brand -- Branding downtowns and districts -- What is being branded and why? -- Prepare to start -- Selecting place branding expertise -- STeps to a sustainable place brand -- Step 1 : Assessment and audit -- The Power positioning -- Rebranding, stereotypes, and cliches -- Step 2 : Analysis and advantage -- Will one brand fit us all? -- Step 3 : Architecture and alignment? -- The Perilous path of taglines -- The Keys to successful logo design -- Step 4 : Articulate -- Step 5 : Activation -- Integrated marketing communications -- Delivering brand experiences -- The Keys to a beloved sense of place -- Step 6 : Adoption -- Step 7 : Action and afterward
This book is packed with killer insights. Baker continues to redefined the art and science of community branding. Combining compelling case studies with his unique take on the world of destination marketing.
9781098740900
PLACE BRANDING
HD 69.B7 .B29 2019
Place branding for small cities, regions and downtowns : the essentials for successful destinations / Bill Baker - [Portland] : [publisher not identified], c2019 - 238 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Introduction -- The World of brands and branding -- The Rise of small cities -- The Nature of place brands -- Why bother with branding -- The Challenges -- Place branding : new frontiers -- Economic development and the community brand -- Branding downtowns and districts -- What is being branded and why? -- Prepare to start -- Selecting place branding expertise -- STeps to a sustainable place brand -- Step 1 : Assessment and audit -- The Power positioning -- Rebranding, stereotypes, and cliches -- Step 2 : Analysis and advantage -- Will one brand fit us all? -- Step 3 : Architecture and alignment? -- The Perilous path of taglines -- The Keys to successful logo design -- Step 4 : Articulate -- Step 5 : Activation -- Integrated marketing communications -- Delivering brand experiences -- The Keys to a beloved sense of place -- Step 6 : Adoption -- Step 7 : Action and afterward
This book is packed with killer insights. Baker continues to redefined the art and science of community branding. Combining compelling case studies with his unique take on the world of destination marketing.
9781098740900
PLACE BRANDING
HD 69.B7 .B29 2019