Inter-Regional Place Branding

Best Practices, Challenges and Solutions

Autor: Sebastian Zenker, Björn P. Jacobsen

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Editura: Springer International Publishing AG

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This book examines and clarifies key aspects of regional branding with the special focus of inter-re...

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Autor

Sebastian Zenker, Björn P. Jacobsen

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2016

Pagini

184

EAN

9783319382357

ISBN

3319382357

Enbook ID

15194367

Editura

Springer International Publishing AG

Greutate

3408

Dimensiuni

155 x 235 x 11

Descriere completă

This book examines and clarifies key aspects of regional branding with the special focus of inter-regional brands. Today regions are in strong competition for companies, tourists and most of all talent. In order to differentiate one region from another, regional developers, politicians and planners increasingly focus on establishing the region as a brand. This is by no means easy, since places are complex systems of geographical abstractions in which each place is understood in relation and contrast to other geographical entities. In doing so, regions not only differentiate, but also cooperate (within one country or between countries), building so-called Inter-Regional Brands with an even higher degree of complexity. Accordingly this volume, provides a theoretically well informed but practically oriented overview of this phenomenon - including numerous cases and best practices. As such, it will strongly appeal to both academics and practitioners in the field.

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Inter-Regional Place Branding

Best Practices, Challenges and Solutions

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