Places Identity, Image and Reputation
Place branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. This collection of intuitive and well-reserached articles examines how places and re
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PLACES Identity, Image and Reputation
Simon Anholt
© Simon Anholt 2010 Softcover reprint of the hardcover 1st edition 2010 978-0-230-23977-7
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2010 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries ISBN 978-1-349-31628-1 ISBN 978-0-230-27149-4 (eBook) DOI 10.1007/978-0-230-27149-4
This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalogue record for this book is available from the Library of Congress. 10 19
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For Alexandra, Claudia and Luca
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CONTENTS
List of Figure and Tables
ix
Introduction
1
1
Images of Place: Is This About Marketing, or Isn’t It?
9
2
On Image and Trust
20
3
National Identity: Cause or Effect?
31
4
Should Places Have Simple Images?
38
5
Sketches of National Image and Identity Pakistan and Mexico Kenya Denmark Italy Israel Switzerland Latvia America Albania Bilbao and Dubai Asia China
48 48 49 51 53 57 61 64 68 73 74 75 77
6
When Does Marketing Make Sense?
84
7
Public Diplomacy and Place Branding: Where’s the Link?
94 vii
Contents
viii
8
‘Brand Europe’ – Where Next? How the world sees Europe Defining ‘brand Europe’
103 105 109
9
Public Sector, Private Sector
117
10
The Media and National Image The national Media Centre Bad press The question of deserved reputation Picking your battles
125 132 133 136 141
11
‘Is This About Me?’ – The Critical Issue of Relevance
144
12
Some Conclusions
157
Notes
161
Index
163
L IST
OF
F IGURE
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