Authors:
- Offers a unique mix of storytelling by interviews, and information sharing from research insights
- Presents a hands-on guide for consultants, regional planners, tourism policy-makers and place marketers
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (52 chapters)
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Front Matter
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Place Branding Essentials
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Front Matter
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Part II
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Front Matter
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About this book
Keywords
Reviews
“The book reflects Dr. Kaefer’s unique approach and background to place branding … . For scholars and students, the book presents a comprehensive overview of what the field has been about and has developed in the last decade. For practitioners, the book has the potential to be a reference resource for the years to come.” (Efe Sevin, Place Branding and Public Diplomacy, Vol. 19 (3), 2023)
“Kaefer synthesises the perspectives of numerous experts from around the world to give a broad stroke perspective of place branding in the 2020s, before collating an anthology of interviews with place branding experts from around the world to offer a deep-dive into key topics and insights outlined earlier. A great reference book to have at your side to dip in to when you’re looking for more information on a particular topic or challenge.” (citynationplace.com, May 18, 2021)
“This book is the result ofa disciplined focus on connecting people and ideas across disciplines and borders. It reflects what he considers important and good practice based on his conversations with many of the world’s leading thinkers and practitioners dedicated to developing and nurturing community identity and place reputation. … serve our purpose in helping our communities strengthen their identities, enhance their image and reputation, or pursue our own studies and explorations of this fascinating world we live in.” (placebrandafrica.com, May 14, 2021)
“Place branding is an impossible mission. If you live and work in a messy democracy, people will rightly stand up against efforts and techniques that work in the corporate world. People aren’t toothpaste and sports cars and they don’t want to feel ‘packaged up’ by a marketer. We have to be careful and curious, seductive, and honest about what works and doesn’t work. This collection is a way for place branding and economic development professionals to share ideas, successes and failures, and a broader understanding of the immense value of a powerful and consistent place brand. It’s also a really fun read!” (Todd Babiak, CEO of Brand Tasmania)
“If you only read one book on place branding, let Kaefer’s ‘An Insider’s Guide to Place Branding’ be that book. This is without doubt the best long-read on the topic. The first part of the book is written with ease, clarity and structure. The second part of the book offers the thoughts and reflections of 47 of the world’s leading experts on the topic. Need I say more?” (Martin Boisen, Independent advisor at For the Love of Place)
“This book is an impressive compendium of 'who is who' in place branding.” (Robert Govers, author of Imaginative Communities)
“Florian Kaefer is the soul of The Place Brand Observer, TPBO’s contributions to the field are unparalleled, and this book reflects these credentials. Combining chapters by the author with depth interviews featuring notable persons in the field – Govers, Warnaby, Florek, Zenker, and many others – this book offers insights and wisdom that make it a must resource for practitioners. I highly recommend it.” (Nicolas Papadopoulos, Distinguished Research Professor of Marketing and International Business, Carleton University, Canada)
Authors and Affiliations
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The Place Brand Observer, St. Gallen, Switzerland
Florian Kaefer
About the author
Bibliographic Information
Book Title: An Insider's Guide to Place Branding
Book Subtitle: Shaping the Identity and Reputation of Cities, Regions and Countries
Authors: Florian Kaefer
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-030-67144-0
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-67143-3Published: 30 March 2021
Softcover ISBN: 978-3-030-67146-4Published: 31 March 2022
eBook ISBN: 978-3-030-67144-0Published: 29 March 2021
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XIII, 289
Number of Illustrations: 48 b/w illustrations
Topics: Branding, Tourism Management, Urban Economics