Download PDF by By (author) Robert Govers By (author) Frank M. Go: International Place Branding Yearbook 2010: Place Branding

By By (author) Robert Govers By (author) Frank M. Go

The position Branding Yearbook 2010 examines the case for utilising model and advertising options and strategies to the commercial, social, political and cultural improvement of locations resembling groups, villages, cities, towns, areas, international locations, educational associations and different destinations to aid them compete within the worldwide, nationwide and native markets.

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It explores whether websites that offer a global audience virtual access to the beauty of African nations provide opportunities for innovation and diminish their international isolation as xlix l Organization of the Book place brands. The analysis examines a sample of almost 450 tourism websites representing Rwanda, Uganda and Mozambique. Two aspects are studied in particular: the websites’ technical and social infrastructures, including website ownership and networks, and the website content – that is, the projected place images and opportunities to bridge the main supplier–consumer gaps in the global tourism value chain.

Papadopoulos and Heslop (2002) reviewed the multifaceted nature of country equity in relation to product-country images and their effects. They identified knowledge gaps and misconceptions that often impede the development of successful business or national strategies based on effective country branding. They concluded that country-based marketing is often Frank M. Go & Robert Govers xxxv underused or misdirected because of an inadequate understanding of the meaning of the term “country branding”.

Take, for example, the work that is done to produce an image of an organization or a city as a specific entity, with a definite character, ethos and other qualities of identity that act as its signature. A signature reflects identity but it also constitutes a sense of unity and homogeneity that exists in the signature but not necessarily in the signified. 1 BRANDS The concept of the brand has branded itself rather well: brands are a valuable, ubiquitous and pervasive phenomenon. 2 While we have to be careful to understand league tables as symptoms, and less as symbols, of reality, they none the less indicate an order of things that struggle for legitimacy.

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