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1、外文題目：PlaceBranding:NewToolsforEconomicDevelopment出處：DesignManagementReview作者：Allen,George外文原文PlaceBranding:NewToolsforEconomicDevelopmentbyAllen,George
2、Spring2007
3、0CommentsTheprinciplethatcitiesandregionscanbebrandedisanaturalextensionofcorporatebrandtheory.GeorgeAllen,usingse
4、veralexamples,explainshowthisrealityoffersnewopportunitiesforattractingeconomicdevelopmentandtourism.Healsoreviewstheuniquedimensionsofplacebrandingthatmakeitanespeciallychallengingtask.Theideathatphysicalplacescanbebrandedisanaturalextensionofcorporatebrandtheory.Indeed,itisg
5、enerallyacceptedthatplaces,asdefinedbyculture,politics,andgeography,areincreasinglyseentobeproducts,assubjecttobrandmanagementpracticesasacupofcoffeeoracar.Forbrandanddesignmanagers,thisopensupnewopportunitieswithintheworld'snumber-oneindustry-tourism-andwithinlargereconomicde
6、velopmentinitiatives.However,thebrandingofplacesisnotwithoutitsuniquechallenges,whichgofarbeyondacompellingmarketingcampaignoranewlogo.Whiletheplace-as-productanalogyprovidesausefulfilterthroughwhichtounderstandaplace-brandapproach,thereremainfundamentaldifferencesintheimpleme
7、ntationofbrandtheoryintheplaceenvironment.Theseinclude,amongothers,theroleofgovernmentorganizations,thedifficultyindefiningtheentitytobebranded(city,region,orcountry),thechallengesofaligninginternalstakeholders(residents,businessowners,frontlineworkers),andthedifficultyofsusta
8、iningbrandconsistencyandresourcesovertimeinthefaceofcompetingsocietal,asopposedtocorporate,interests.BeyondmarketingandidentityWhileitistruethatdestinationshavebeen"marketed"orotherwisepromotedtotravelersfordecades,ifnotcenturies,theexplicitandcompetitivenatureoftourismdestina
9、tionmarketinghasbecomemorepronouncedsincethemidtwentiethcentury.Tourismisnowseenasaquintessentiallyconsumeristactivity,andithasburgeonedsincethe1960s,parallelingthemainexpansionofconsumerismduringthesecondhalfofthelastcentury.Indicationsnowsuggestthattravelhasbecomea"significa
10、ntlifestyleindicatorfortoday'saspirationalconsumers"and,indee
