International Place Branding Yearbook 2012

This third annual volume of the International Place Branding Yearbook looks at the case for applying brand and marketing strategies to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets. It focuses on sustainability and smart growth.

List of Tables List of Figures Preface Acknowledgements Notes on Contributors About the Book Organisation of the Book Introduction; F. Go & R. Govers PART I: MULTIDISCIPLINARY PERSPECTIVES ON SUSTAINABLE PLACE BRANDING Four Readings of Place Leadership; C. Mabey & T. Freeman Beyond Place Branding; N. Ind & E. D. Holm Crisis Communication and Sustainable Place Marketing; E. Avraham A Perspective on Planning, Preservation and Place Branding; K. van Assche , M. C. Lo R. Beunen PART II: CHAPTERS ON PARTICULAR CASES Case A: Sex and the City - City Branding Processes in Spanish Cities; G. Seisdedos Case B: A Common Agenda for Place Branding: Made in Torino; A. Otgaar Case C: Sustaining a Brand Through Proactive Repair: the Case of Manchester; S. Little Case D: Social Media: Insight into the 'Public Mood' of Places? A Case Study of the City of Johannesburg; W. Schreiner & F. Go Case E: Turning a Gemstone into a Diamond a Green Design & Branding Strategy for The City of Bucharest; I. Gramon-Suba & C. HoltPART III: CHAPTERS ON PARTICULAR THEMES Overcoming the Risk of Stereotypes Sustainable Place Branding asks for Strategic Communications; R. Schatz Do National Green Reputations Matter? The Global Green Economy Index and Implications for Stakeholders in the Green Economy; J. Tamanini Branding Brazilian Slums through 'Freeware' Cultural Production: the Case of Rio de Janeiro; A. P. Russo Improved Public Infrastructure and Sustainable Place Branding; K. Dinnie PART IV: MOVING PLACE BRAND KNOWLEDGE FORWARD: CONCLUDING REMARKS Conclusion; F. Go & R. Govers References