By Frank M. Go, Robert Govers (eds.)
This 3rd annual quantity of the foreign position Branding Yearbook seems on the case for making use of model and advertising and marketing suggestions to the industrial, social, political and cultural improvement of towns, cities and areas world wide to assist them compete within the worldwide, nationwide and native markets. It makes a speciality of sustainability and shrewdpermanent growth.
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Additional resources for International Place Branding Yearbook 2012: Managing Smart Growth & Sustainability
Glocal”) context is characterized by interconnectedness affording partnerships. On an applied level brands dwell in the hearts and minds of stakeholders, citizens and consumers. Ultimately, their dialogue can serve as the potential glue to tie a place brand together in an inclusive, consistent and legitimate manner. This raises the question as to what the salient brand attributes are and whether these may be impacted on by the emerging conditions of resource scarcity and to what extent they are sustainable.
Sustainability does not have to be a pipe dream for organizations, whatever the size, sector or location, at least when it is properly reported in a tested framework for sustainability. The Global Reporting Initiative provides such a useful reporting framework (GRI 2000–11). CITY HUBS: CENTERS OF GRAVITY IN THE GLOBAL VALUE CHAIN Our interest in analyzing the strategies of urban regions within the context of the global rivalry of cities started in the late 1990s with an importanceperformance analysis of Beijing as an International Meeting Destination (Go and Zhang 1997), followed by an investigation into how to achieve competitiveness in European tourist destinations (Go and Govers 2000) and a study on the so-called Dutch Delta-Metropolis, consisting of the spatial structure of the major cities situated in the western part of the Netherlands, including Rotterdam, Amsterdam, The Hague and Utrecht (Go et al.
Their division rendered them incapable of joining forces, embracing the overall vision and exploiting advantages of scale and scope. So, this case illustrated the place-specificity of political power on the part of the four cities 11 12 Frank M. Go and Robert Govers which declined to be seen as “sub-brands” and which kick-started a process for building trustworthy relations and identifying salient success criteria for provenance associations that could aid the levering of core values within the umbrella brand (Anholt 2004, cited in Iversen and Hem 2008).
International Place Branding Yearbook 2012: Managing Smart Growth & Sustainability by Frank M. Go, Robert Govers (eds.)