City/Destination Branding and Promotion
Chapter proposal deadline 30 May 2015
CALL FOR BOOK CHAPTERS on CITY/DESTINATION BRANDING and PROMOTION
Ahmet Bayraktar (Bozok University, Turkey) and Can Uslay (Rutgers University, USA)
- Proposals Submission Deadline: May 30, 2015
- Full Chapters Due: September 30, 2015
In the era of globalization, countries compete with each other for attracting potential consumers, investors, tourists, media and governments of other nations. In today’s hyper-competitive world, countries’ ability to compete against each other for share of mind, income, talent and voice is significantly determined by the power of their brand image. Brand management for countries and cities has been a key tool for attaining nation-wide competitiveness. Many governments work with industry groups and individual firms to improve the image of countries, cities and destinations. These three key groups engage in utilizing certain branding strategies in order to develop lasting brand value for places in the global marketplace. These actors attempt to re-evaluate and re-present countries, cities and destinations to create and market a new image for localities to enhance their position in attracting people around the world. The set of tools that the actors utilize in promoting destinations stems from several marketing sub-disciplines such as product marketing, service marketing and social marketing.
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