Landscape and Branding

This book tests the hypothesis that place branding, a powerful marketing and management practice, increasingly blurs the distinction between the promotion of landscape and its production in design terms.

Informationen zum Autor Nicole Porter received her PhD (landscape) and MArch from the University of Melbourne, Australia. She has worked in academia, private practice and the public sector, merging diverse interests in urban design, landscape, architecture, art and environment. Nicole is currently a lecturer in architecture and landscape at the University of Nottingham, UK. Klappentext This book tests the hypothesis that place branding, a powerful marketing and management practice, increasingly blurs the distinction between the promotion of landscape and its production in design terms. Zusammenfassung This book tests the hypothesis that place branding, a powerful marketing and management practice, increasingly blurs the distinction between the promotion of landscape and its production in design terms. Inhaltsverzeichnis Preamble 1. Landscape discourse and the intangible value of landscape-as-brand Interlude - Striding toward branded landscape identities: national park promotion and production worldwide 2. Form follows focus group: Understanding place branding Interlude - Walking tracks 3. 'Repositioning' Mountains: The Brand Blue Mountains framework Interlude - Walkabout 4. Calculated aesthetics: promoting the landscape on surfaces and screens Interlude - 'Morning walks through silvered leaves in whispering groves...' 5. The public realm: place branding and place making 6. Private landscape attractions as hyperreal promotional objects 7. Mass-mediating the landscape: surfaces, screens and sites at Echo Point Lookout Interlude - Amble 8. Beyond branding?

Autorentext

Nicole Porter received her PhD (landscape) and MArch from the University of Melbourne, Australia. She has worked in academia, private practice and the public sector, merging diverse interests in urban design, landscape, architecture, art and environment. Nicole is currently a lecturer in architecture and landscape at the University of Nottingham, UK.

Klappentext

This book tests the hypothesis that place branding, a powerful marketing and management practice, increasingly blurs the distinction between the promotion of landscape and its production in design terms.

Inhalt

Preamble 1. Landscape discourse and the intangible value of landscape-as-brand Interlude - Striding toward branded landscape identities: national park promotion and production worldwide 2. Form follows focus group: Understanding place branding Interlude - Walking tracks 3. 'Repositioning' Mountains: The Brand Blue Mountains framework Interlude - Walkabout 4. Calculated aesthetics: promoting the landscape on surfaces and screens **Interlude - 'Morning walks through silvered leaves in whispering groves...' 5. The public realm: place branding and place making 6. Private landscape attractions as hyperreal promotional objects 7. Mass-mediating the landscape: surfaces, screens and sites at Echo Point Lookout Interlude - Amble 8. Beyond branding?