International Place Branding Yearbook 2012

"This is a valuable and wide-ranging volume which will be of great interest to practitioners and scholars of place branding alike." -Nicholas J. Cull, Professor of Public Diplomacy, University of Southern California. "In order to advance the field of place branding, a much stronger multidisciplinary approach is required than has occurred to date. The intellectual bridging between different fields provided by this book represents an important step in embracing that multidisciplinary perspective." -Keith Dinnie, Associate Professor of Business, Temple University Japan "This book has captured the heart of the theoretical and practical aspects of place branding as a strategic component of business today. Go and Govers have managed to succinctly present the various facets of this topic in a cohesive, logical and comprehensive manner. They have brought together key scholars and thinkers in the field and produced the most up-to-date scenario of the state of research and practice." -TC Melewar, Professor of Marketing and Strategy, Zurich University of Applied Sciences

ELI AVRAHAM Head of the Public Relations Program in the Department of Communication, University of Haifa, Israel RAOUL BEUNEN Assistant Professor at Wageningen University, The Netherlands KEITH DINNIE Senior Lecturer of International Marketing at NHTV Breda University of Applied Sciences, The Netherlands ERLING DOKK HOLM Associate Professor at the Oslo School of Management, Norway TIM FREEMAN Lecturer in Health Policy and Management within the School of Social Policy at the University of Birmingham, UK IULIA GRAMON-SUBA Marketing Planner at Nisbets CHRIS HOLT works on the Masters Design Strategy program at Brunel University, UK NICHOLAS IND Associate Professor at the Oslo School of Management and a visiting professor at ESADE, Barcelona, Spain, and Napier University, Edinburgh, UK STEVE LITTLE Senior Lecturer in knowledge management at the Open University Business School, UK MING CHIEN LO Associate Professor of economics at St. Cloud State University, Minnesota, U.S.A CHRIS MABEY Professor of HRM at Birmingham University, UK ALEXANDER OTGAAR Expert in urban economics and regional development at Erasmus University Rotterdam, The Netherlands ANTONIO PAOLO RUSSO Assistant Professor in the Department of Geography, Universitat Rovira i Virgili, Tarragona, Spain ROLAND SCHATZ Founder and CEO of Media Tenor International WADIM SCHREINER Managing Director of Media Tenor South Africa in Pretoria and Board Member of Media Tenor International in Zurich, Switzerland GILDO SEISDEDOS Professor at IE Business School, Spain JEREMY TAMANINI Founder of Dual Citizen Inc. KRISTOF VAN ASSCHE Visiting Associate Professor at the Communication & Innovation Studies group at Wageningen University, the Netehrlands and research fellow at the German institute for Development Research (ZEF), at Bonn University, Germany.

List of Tables List of Figures Preface Acknowledgements Notes on Contributors About the Book Organisation of the Book Introduction; F.Go & R.Govers PART I: MULTIDISCIPLINARY PERSPECTIVES ON SUSTAINABLE PLACE BRANDING Four Readings of Place Leadership; C.Mabey & T.Freeman Beyond Place Branding; N.Ind & E.D.Holm Crisis Communication and Sustainable Place Marketing; E.Avraham A Perspective on Planning, Preservation and Place Branding; K.van Assche , M.C.Lo R.Beunen PART II: CHAPTERS ON PARTICULAR CASES Case A: Sex and the City - City Branding Processes in Spanish Cities; G.Seisdedos Case B: A Common Agenda for Place Branding: Made in Torino; A.Otgaar Case C: Sustaining a Brand Through Proactive Repair: the Case of Manchester; S.Little Case D: Social Media: Insight into the 'Public Mood' of Places? A Case Study of the City of Johannesburg; W.Schreiner & F.Go Case E: Turning a Gemstone into a Diamond a Green Design & Branding Strategy for The City of Bucharest; I.Gramon-Suba & C.HoltPART III: CHAPTERS ON PARTICULAR THEMES Overcoming the Risk of Stereotypes Sustainable Place Branding asks for Strategic Communications; R.Schatz Do National Green Reputations Matter? The Global Green Economy Index and Implications for Stakeholders in the Green Economy; J.Tamanini Branding Brazilian Slums through 'Freeware' Cultural Production: the Case of Rio de Janeiro; A.P.Russo Improved Public Infrastructure and Sustainable Place Branding; K.Dinnie PART IV: MOVING PLACE BRAND KNOWLEDGE FORWARD: CONCLUDING REMARKS Conclusion; F.Go & R.Govers References