This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists.

It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.

Nigel Morgan, Annette Pritchard, Roger Pride

Part 1 Destination Brand Concepts; Tourism places, brands, and reputation management, Nigel Morgan, Annette Pritchard, Roger Pride; Competitive Identity, Simon Anholt; A place marketing and place branding perspective revisited, Philip Kotler, David Gertner; Nation branding, Wally Olins, Jeremy Hildreth; Part 2 Destination Brand Challenges; Chapter 5 The ethical challenge, Keith Dinnie; Chapter 6 The leadership challenge, Malcolm Allan; Chapter 7 The; Part nership challenge, Alan Fyall; Chapter 8 The authenticity challenge, Søren Buhl Hornskov; Chapter 9 The aesthetics challenge, Satu Parjanen, Vesa Harmaakorpi, Kaarina Kari; Chapter 10 The tone of voice challenge, Roger Pride; Chapter 11 The digital challenge, Jon Munro, Bethan Richards; Chapter 12 The measurement challenge, Jeremy Hildreth; Chapter 13 The future challenge, Ian Yeoman, Una McMahon-Beattie; Part 3 Destination Brand Cases Branding and the accreditation approach, Can-Seng Ooi Branding a 'new' destination, Sheena Westwood City brands and special interest tourism, Cindia Lam, Clara Lei Repositioning city brands and events, Manuela De Carlo, Francesca d'Angella Branding and the opportunities of movies, Bill Baker Branding, stakeholders, and integration, Tom Buncle Branding, destination image, and positioning, Jonathon Day Country brands and identity, Maja Konecnik Ruzzier Destination branding and the urban Lexicon, Rosanna Vitiello, Marcus Willcocks Branding a post-conflict destination, Michael Gould Repositioning destination brands at a time of crisis, Yoram Mitki, Ram Herstein, Eugene D. Jaffe Epilogue, Annette Pritchard, Nigel Morgan, Roger Pride;