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Destination Branding

Destination Branding by Nigel Morgan
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In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product.

By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
Taylor and Francis; Read online
Title: Destination Branding
Author: Nigel Morgan; Annette Pritchard; Roger Pride
 
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