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Palgrave Macmillan

How to Brand Nations, Cities and Destinations

A Planning Book for Place Branding

  • Book
  • © 2009

Overview

Authors:
  1. Teemu Moilanen

    1. Helsinki, Finland

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  2. Seppo Rainisto

    1. Helsinki, Finland

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    You can also search for this author in PubMed   Google Scholar

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Table of contents (5 chapters)

  1. Front Matter

    Pages i-ix
    Download chapter PDF

  2. Introduction

    • Teemu Moilanen, Seppo Rainisto
    Pages 1-2

  3. Theoretical Framework for Developing a Place Brand

    • Teemu Moilanen, Seppo Rainisto
    Pages 3-29

  4. The Process of Building a Country Brand and the Cornerstones of Success

    • Teemu Moilanen, Seppo Rainisto
    Pages 30-76

  5. City and Destination Branding

    • Teemu Moilanen, Seppo Rainisto
    Pages 77-146

  6. Operational Plan

    • Teemu Moilanen, Seppo Rainisto
    Pages 147-188

  7. Back Matter

    Pages 189-202
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Keywords

About this book

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Reviews

"Teemu Moilanen and Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature. . . . No nation, city or place should undertake the challenging task of marketing itself without first reading this book."

- Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management

Authors and Affiliations

  • Helsinki, Finland

    Teemu Moilanen, Seppo Rainisto

About the authors

TEEMU MOILANEN is a place branding specialist. He has performed several international research and development projects in place branding in national -, city- and tourism resort levels. He has been nominated as the leading specialist in the field by ministry of Foreign Affairs of Finland and the Finnish Tourist Board, and is currently working as an Advisor and key author of the 'Development programme of the Nation Brand of Finland', issued by the government of Finland. Moilanen has extensive experience in tourism destination branding and development in several countries in the world, and during more than a decade has been involved in developing strategic Master Plans of several leading tourism destinations. Moilanen is also a seasoned speaker in seminars and international conferences related to destination branding. Currently Moilanen is the Chairman of the Board and Principal Lecturer of the first and largest Master level programme of Hospitality Management in Finland, at HAAGA-HELIAUniversity of Applied Sciences, and works as the CEO of Imagian Ltd, a consultancy company specializing in Place Branding.

SEPPO RAINISTO is recognized as a leading specialist in place marketing and branding, now chairman of Meritleader Int. His study Success Factors of Place Marketing (2003) was probably the first doctoral dissertation in the field. Rainisto advises numerous cities, regions and communities on place branding. He has been a member of the Editorial Board of the Journal of Place Branding and Public Diplomacy (London) and of the Advisory Board of the same named Association (Berlin). Rainisto has worked for Finland Promotion Board to prepare a national branding program. Rainisto's knowledge of brand marketing is based on more than 30 years of private sector management experience with famous international corporations and brands. He has worked for 10 years in university research and management, and produced several books, articles and scientificpapers.

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