Towards effective place brand management : branding European cities and regions / edited by Gregory Ashworth, Mihalis Kavaratzis.

Incluye bibliografía (p. 240-268).

1. Place Branding: Where Do We Stand? / Mihalis Kavaratzis and Gregory Ashworth -- 2. Place Branding Theory: A Cross-domain Literature Review from a Marketing Perspective / Graham Hankinson -- 3. Is Corporate Branding Relevant to Places?/ Mihalis Kavaratzis -- 4. Place Marketing, Local Identity and Branding Cultural Images in Southern Europe: Nea Ionia, Greece and Pafos, Cyprus / Alex Deffner and Theodore Metaxas -- 5. Branding Madrid: From ´Madrid Global´ to ´Global Madrid´ / María Cristina Mateo and Gildo Seisdedos -- 6. Managing Otherness: The Political Economy of Place Images in the Case of Tuscany / Nicola Bellini, Anna Loffredo and Cecilia Pasquinelli -- 7. Place-making or Place Branding? Case Studies of Catalonia and Wales Assumpció / Huertas Roig, Annette Pritchard and Nigel Morgan -- 8. Branding Aalborg: Building Community or Selling Place? / Anette Therkelsen, Henrik Halkier and Ole B. Jensen -- 9. Mind the Gap: Reputation, Identity and Regeneration in Post-Industrial Cities / Myfanwy Trueman, Nelarine Cornelius, Mirza Mohammed Ali Baig and Joyce Liddle -- 10. The ´Be Berlin´ Campaign: Old Wine in New Bottles or Innovative Form of Participatory Place Branding? / Claire Colomb and Ares Kalandides -- 11. Place Satisfaction of City Residents: Findings and Implications for City Branding / Andrea Insch and Magdalena Florek -- 12. Semiotics and Place Branding: The Influence of the Built and Natural Environment in City Logos / Gary Warnaby and Dominic Medway -- 13. Personality Association as an Instrument of Place Branding: Possibilities and Pitfalls / Gregory Ashworth -- 14. Conclusion: In Search of Effective Place Brand Management / Gregory Ashworth and Mihalis Kavaratzis.