Place Branding & Competitive Branding

This book opens the doors and contains useful information on two of the hottest words in marketing "Competitive" and "Branding". The concepts of nation and place branding have recently emerged in branding literature. However with the increasing recognition that brands are assets that have to be actively managed, we all need keys to unlock the processes for managing brands in a disciplined way. An effort has been put forward to brand the cities of Pakistan and creating into a competitive brand and to explore the concept about place branding regarding Lahore and Islamabad respectively. The book first offers a description of the terms branding, nation branding and place or destination branding. Anholt's Hexagon has been used as a model to check the awareness and commitment among the consumer of the cities regarding the elements of people, culture, tourism and economy and along with the role of Total Destination Experience model to ensure whether consumer can relate and recall their experiences that they encounter at the cities of Pakistan.

Autorentext

Shaista Khan has achieved her MBA in Marketing from Bahria University, Islamabad, Pakistan in 2014. She brings with herself 5 years of work experience from multinational and national corporations in Pakistan. Her area of research is Post Modern Marketing with particular emphasis on tourism, people, culture and economy.