How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding

212 Pages·2009·0.917 MB·English

by  Teemu Moilanen, Seppo Rainisto (auth.)

How to Brand Nations,
Cities and Destinations
A Planning Book for Place Branding
Teemu Moilanen and Seppo Rainisto
How to Brand Nations,Cities and Destinations
This page intentionally left blank
How to Brand
Nations, Cities and
Destinations
A Planning Book for Place Branding
Teemu Moilanen and Seppo Rainisto
© Teemu Moilanen and Seppo Rainisto 2009
Foreword © Philip Kotler 2009
Softcover reprint of the hardcover 1st edition 2009 978-0-230-22092-8
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 authors have asserted their rights to be identified as the authors of this
work in accordance with the Copyright,Designs and Patents Act 1988.
First published 2009 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 978-1-349-30636-7 ISBN 978-0-230-58459-4 (eBook)
DOI 10.1057/9780230584594
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.
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10 9 8 7 6 5 4 3 2 1
18 17 16 15 14 13 12 11 10 09
C
ONTENTS
List of Figures and Tables vii
Foreword by Philip Kotler viii
Acknowledgments ix
Introduction 1
Chapter 1 Theoretical Framework for Developing
a Place Brand 3
Introduction 3
What is a Brand? 6
Importance of a Place Brand and Benefits of a Brand 7
A Brand – Theoretical Basics of Thinking 11
How is a Brand Created? 14
Challenges in Building a Place Brand 19
Success Factors of Place Marketing 22
Chapter 2 The Process of Building a Country
Brand and the Cornerstones of Success 30
Introduction 30
Case Norway 31
Case Australia 38
Case Scotland 45
Other Experiences in Country Branding Projects 62
Summary 73
Chapter 3 City and Destination Branding 77
Introduction 77
Copenhagen – A City Branding Case
from Northern Europe 77
Chicago – A City Branding Case from the US 94
Comparison between the US and
Northern European Branding 109
Tourism Destination Branding 111
Case studies of World Premiere Ski Destination Brands 119
Competencies of Place Branding Ski Destinations 137
Chapter 4 Operational Plan 147
Introduction 147
Country Brand:Operational Plan in Stages 148
v
Contents
vi
Country Brand:Summary of the
Operational Plan 159
Country Brand:Financing 159
Country Brand:Timetable 164
Destination Brand:Operation Plan in Stages 164
Destination Brand Summary of the
Operational Plan 187
Bibliography 189
Index 197
L F T
IST OF IGURES AND ABLES
Figures
1.1 The focus of brand management differs between physical products and services 16
1.2 Emphasis of brand creation in the case of networked service entities,e.g.places 18
1.3 Framework of the success factors of place branding 22
1.4 Success factors of country-branding 28
2.1 Building Norway’s country brand – a timeline 34
3.1 DEBRA – the process model of destination brand development 118
3.2 Organizational structure of brands near Destination X,Rocky Mountains,US 121
3.3 Organizational structure of destination marketing organization,
Destination Y,Finland,Northern Europe 130
3.4 Brand identity elements of destination Y 132
4.1 Country brand:the operational plan’s main stages and preliminary timetable 149
4.2 Destination brand:the operational plan’s main stages and preliminary timetable 166
Tables
1.1 Research and literature dealing with the benefits of place branding 9
3.1 The major events during the first 10 years of the Copenhagen
branding process 80
3.2 Copenhagen place marketing and branding process 1992–2003 84
3.3 Place marketing process of Chicago 1989–2003 96
3.4 Analysis of success factors 105
3.5 General overview of case destinations 140
3.6 Network brand management competencies and abilities in the
context of skiing destinations 144
4.1 Stage 1 – start-up and organization (country brand) 150
4.2 Stage 2 – research (country brand) 153
4.3 Stage 3 – forming a country brand identity 155
4.4 Stage 4 – establishing an implementation and enforcement plan
(country brand) 158
4.5 Summary of the operational plan of country brand development 160
4.6 Stage 1 – start-up and organization (destination brand) 167
4.7 Stage 2 – research (destination brand) 171
4.8 Stage 3 – forming the destination brand identity 173
4.9 Stage 4 – implementation and enforcement (destination brand) 177
4.10 Stage 5 – implementation (destination brand) 185
4.11 Summary of the operational plan of destination brand development 187
vii
F
OREWORD
Marketing is a universal process that can be applied to developing and pro-
moting many entities, including products, services, experiences, places,
persons, properties, ideas, causes, and information.
In the case of marketing places, such as nations, regions, cities, and towns,
much informal marketing has gone on for centuries. London, Venice, Rome,
and dozens of other great cities were known around the world both because
of the accounts of travelers as well as the effort of these great cities to attract
tourists, skilled workers, investors, and buyers of their products and services.
The beginnings of formal marketing planning is a more recent phenom-
ena. In 1993, Professors Irving Rein, Donald Haider and I published
Marketing Places, perhaps the first book to open the subject and apply the
formal tools of marketing. Over time, we worked with other experts to
bring out such editions as Marketing European Places, Marketing Asian
Places, and Marketing Latin American Places.
During this period, the term ‘Place Branding’made its appearance, largely
due to Simon Anholt, and it eventually led to the Journal of Place Branding,
each issue carrying researched stories about different places involved in suc-
cessful and unsuccessful efforts to increase their visibility and attractiveness.
An increasing number of marketing Ph.D. candidates have been focusing
their research on place marketing, including Seppo Rainisto, the author of this
book, and others such as David Gertner, Nina Iversen, and Magdalena Florek.
Seppo Rainisto and Teemu Moilanen have produced this new book,
which to my mind will be one of the most valuable documents in the place
marketing literature. They tell the history of place marketing (and not just
place selling); they provide a framework that a place can use to build its vis-
ibility and attractiveness; and they describe many classic cases of success
and failure in the areas of nation marketing as well as tourist marketing.
No nation, city or place should undertake the challenging task of market-
ing itself without first reading this book. This book will alert the would-be
place marketing person, committee, or organization to the dozens of factors
to take into account, manage, and monitor if success is to be achieved.
PHILIPKOTLER
S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University
Illinois,USA
viii
A
CKNOWLEDGMENTS
We would like to express our warmest thanks to Tom Buncle, Managing
Director, Yellow Railroad International Destination Consultancy (Scotland)
for his article contribution in the Branding Scotland case. We thank espec-
ially Copenhagen Capacity and the Lord Mayor’s office of the City of
Copenhagen for comments and new information. Furthermore, we would
like to express our deepest gratitude for the directors of Brand Australia and
NORTRA, as well as the directors of leading ski destinations in USA,
Australia and Finland, all of whom have shared their invaluable insights of
their experiences and of best practices in place branding.
We are very grateful to Professor Philip Kotler from the Northwestern
University’s Kellogg Graduate School of Management (Evanston, USA)
for commenting the book and writing the Foreword.
We thank the Finland Promotion Board for the opportunity to prepare a
development program for the national branding project, as this was our
starting point and inspiration for the book.
We hope that our book will bring new tools to the development of sophis-
ticated place branding.
TEEMUMOILANEN
SEPPORAINISTO
ix