Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialised nations

Autor:	Ben Shields, Irving Rein
Rok vydání:	2007
Předmět:	Marketing International relations business.industry Strategy and Management media_common.quotation_subject Social change Public relations Public diplomacy Destination marketing Place branding Political philosophy business Reputation management Diplomacy media_common
Zdroj:	Place Branding and Public Diplomacy. 3:73-85
ISSN:	1751-8059 1751-8040
DOI:	10.1057/palgrave.pb.6000049
Popis:	Places have long sought a defining image to drive their economic and social initiatives. Many of the branding strategies have been examined extensively and utilised in the marketplace. For emerging, transition, negatively viewed, and newly industrialised nations considering the possibilities for differentiation, a relatively underused positioning is incorporating sports into the branding mix as both a primary and secondary tool. There are a number of specific strategies that can be used to implement this initiative, and the authors explore and analyse these sports place branding possibilities.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0fa168ea40d2a49e6db80643b00c117e https://doi.org/10.1057/palgrave.pb.6000049 Zobrazit plný text záznamu