Cet ouvrage, publié uniquement en anglais, a l'ambition d'être un guide pratique de la construction et de la gestion d'une marque de destination. Il est illustré de nombreuses études de cas.

Au sommaire

1. Branding explained
– The global context
– Role: what a brand is and what it is not
– The future

2. Practical guide to branding strategy
– Defining branding objectives
– Brand positioning
– The branding process
– The challenges

3. Bringing the brand to life
– Applying the brand values – marketing communications
– Living the brand values – behaviour

4. Managing the brand
– Brand manager/guardian
– Steering group
– Internal marketing: nto staff
– Internal marketing: residents
– Internal marketing: commercial and other stakeholders
– Brand champions
– Brand advocates
– Brand seminars
– Laintaining momentum – keeping the brand fresh

5. Measuring brand impact
– Brand tracking surveys
– Online panel surveys
– Omnibus-style surveys
– International benchmarking surveys
– Visitor satisfaction surveys
– Monitoring media coverage

6. Branding strategies in action
– Case studies
7. Conclusions and recommendations

– At the beginning: understanding the brand and its role
– Implementing the brand
– Managing and monitoring the brand