Place Branding

1. Introdution
Robert Govers, Frank Go

Part 1. Towards Place Branding

2. The Origins of Place Branding
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3. Immediate Discipline
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Part 2. Place Brand Strategy

4. Strategic Place Branding Elements
Robert Govers, Frank Go

5. Signature Case Dubai: Brand Strategy
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6. Case Zeeland (The Netherlands): Place Identity Research
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7. Case Flanders (Belgium): Place Identity Research
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Part 3. Place Brand Performance

8. Place Brand Performance Elements
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9. Signature Case Dubai: Projected Image Research
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10. Mini Case Zeeland (The Netherlands): Place Experience
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Part 4. Place Brand Satisfaction

11. Place Brand Satisfaction Elements
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12. Case The Netherlands: Perceived Image Research
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13. Signature Case Dubai: Perceived Image Research
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Part 5. Conclusion

14. The 3-Gap Place Branding Model
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15. Signature Case Dubai: Research Conclusions
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16. How to Build Strong Place Brands that Bridge Gaps
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Keywords: Business and Management, Marketing, Tourism Management, International Business