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Report Demonstrates How to Develop a Destination Brand. Contact: Glenn Withiam, 607.255.3025, grw4@cornell.edu FOR IMMEDIATE RELEASE: Cornell Report Demonstrates How to Develop a Destination Brand Student team used six-step process for marketing and branding Zambia as a tourism destination Ithaca, NY, January 19, 2011 – The branding process for a tourism destination involves complex marketing strategies, because the brand must capture the alignment between what potential travelers desire and what the location offers. When the destination is an entire nation, the destination marketing plan and branding development process becomes even more complicated.

Branding and marketing Zambia as a tourism destination was the assignment of a team of Cornell graduate students, when they took on the challenge of creating a new identity for the nation of Zambia, at the invitation of Zambia's tourism leaders. Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, SAS, STR, Taj Hotels Resorts and Palaces, and TIG Global.

Finland solves wicked problems. A delegation set up to improve Finland's international reputation today published its findings with suggestions that the country profile itself as a problem-solver focused on functionality, nature and education. Finland, the report states, offers the world "functionality and sustainable solutions in the form of both products and services as well as a functioning society, [...] its ability to negotiate so that the world can be a better place to live, [...] clean water and food and related expertise, [... and] better education and teachers.

" Roope Mokka of Demos Finland, the think tank that compiled the ideas of the delegation, and prepared and wrote the report, said: "Our approach, as far as I know, has been unique. We all know that even as countries evoke emotions and bring into mind things just like brands, they are not brands. The 365 page report also lays out 34 tasks for different players: ministries, companies, local governments and organizations, as well as private individuals. Community Culture and the Environment: A Guide to Understanding a Sense of Place | Context Sensitive Solutions.org - A CSS support center for the transportation community. Recognizing that communities are deeply connected to their surrounding environments, the United States Environmental Protection Agency (EPA) has developed tools and training to support community-based approaches and to supplement the Agency's traditional regulatory role. Human communities, whether clusters of homes, towns, cities, or other collections or networks of people, are part of the natural environment.

We live among, and are deeply connected to, the many streams, rivers, lakes, meadows, forests, wetlands, and mountains that compose our natural environment and make it the beautiful and livable place so many of us value. More and more often, human communities realize that the health and vibrancy of the natural environment affects the health and vibrancy of the community and vice versa. We value the land, air, and water available to us for material goods, beauty, solace, retreat, recreation, and habitat for all creatures. External Links: More Information: www.epa.gov/ecocommunity/ Brand USA: America's Attempt to Market Itself Abroad Using Advertising Principles is Destined to Fail. TORONTO -- When the White House decided it was time to address the rising tides of anti-Americanism around the world, it didn't look to a career diplomat for help.

Instead, in keeping with the Bush administration's philosophy that anything the public sector can do the private sector can do better, it hired one of Madison Avenue's top brand managers. As undersecretary of state for public diplomacy and public affairs, Charlotte Beers' assignment was not to improve relations with other countries but rather to perform an overhaul of the U.S. image abroad. Beers had no previous State Department experience, but she had held the top job at both the J. Walter Thompson and Ogilvy & Mather ad agencies, and she's built brands for everything from dog food to power drills.

Now she was being asked to work her magic on the greatest branding challenge of all: to sell the United States and its war on terrorism to an increasingly hostile world. Democracy, thankfully, has other ideas. How incredible? Magazine How incredible? There are lessons from the Australian experience. A RESEARCHER called me recently and asked me to give snap answers to her questions. "What animal do you associate with the following hotels? " So I found myself calling `The Oberoi', a poodle, for its neat, well-groomed look, `the Grand', a tiger, as I associated it with aggressive marketing, and the government-owned `Ashok', an elephant. Perhaps I should have prefixed "white" to it, for reasons that are pretty transparent. I didn't realise it then, but what was happening here was an early stage in branding for a hotel property.

Every country needs a "personality" it can be associated with, a "branding" that can help it successfully compete for international business. One would expect that all the bucks spent on branding would set a product apart from everyone else. Something "Incredible India" branding will never have to worry about. Unfortunately, this is where the praise ends. In that, it has been very successful. Brandchannel. Caribbean | Rum | Trinidad | Barbados | West Indies | brandchannel.com. Ian Williams, the author of Rum: A Social and Sociable History of the Real Spirit of 1776, told us recently, “Rum has a much more colorful history than most drinks, and it can help project a gravitas and quality that is important, especially with the aged premium brands.”

Continuing, Williams added, “A consistent theme [in branding] is the naval and piratical tradition, whether it is Admiral Rodney, English Harbour, Captain Morgan, or Pyrat.” According to Professor Frederick Smith of the College of William and Mary, “Caribbean rum makers play on the fantasies on North American consumers by placing pirates, palm trees, sailing ships, and sandy beaches on their rum bottle labels, and by promoting such symbolism on their websites.

They even sponsor Caribbean water-sport competitions and volleyball tournaments. Other brands, such as Mount Gay, embrace nationalistic symbols, such as flags or the outline of the particular island on their labels.” War and Rum Mix It Up. Southwest Airlines: Kevin Smith Behind, Clear Sailing Ahead. Long before Richard Branson and JetBlue shook up the travel industry, the original maverick airline was considered Southwest. Now pushing 40, the airline handled some 86 million passengers last year — more than any other airline in the United States. With 3,200 flights a day and a fleet of 544 planes now serving 69 US cities, it maintains consistent profitability in an industry plagued by ... well, pretty much everything. And in a year when it faced an unexpected challenge during the Kevin Smith Twitter debacle, it's heading into 2011 with a (scheduled) lack of turbulence.

Southwest revolutionized the airline business in the early 1970’s offering middle class Americans affordable, competitive air travel. Now a mature company, Southwest’s pilots, flight attendants, and mechanics are the best-paid in the industry. Southwest’s sustained success – built around frequent flights, lower fares and operating costs – is now at a critical juncture. “We still have an underdog mentality. AOL's New Hires: Kevin Pollak, Adam Carolla, Kevin Smith and Heidi Klum. Starbucks: Social Media Superstar. All posts tagged 'Place Brands' Brandcameo Posted by Shirley Brady on April 18, 2011 12:15 PM Altoona, PA, is renaming itself POM Wonderful Presents: The Greatest Movie Ever Sold, PA in a paid tie-in with Morgan Spurlock's film of the same name.

For the princely sum of $25,000, Altoona will rename itself for 60 days beginning April 27th, when Spurlock will attend a ceremony to present the check, which will help support the local police department. According to The Altoona Mirror, "Spurlock isn't planning to buy naming rights from any other city, said (Altoona) Planning Director Lee Slusser, who worked with other (city) officials on the deal with Spurlock. 'We're the only sellout town,' he said. " Altoona is also the hometown of Sheetz, a regional chain of gas station convenience stores, that signed on as a sponsor of Spurlock's documentary but shied away from title sponsorship. Branding together Posted by Shirley Brady on February 9, 2011 09:30 AM sports in the spotlight Posted by Dale Buss on January 21, 2011 05:00 PM.

Branding the Olympics | London 2012 | Sporting-Event Brands | Olympic Games | brandchannel.com. Third, because of the bombings and London's resulting branding efforts, the Games are not working with a blank slate. For Sydney and Athens—the location of the Summer Games in 2000 and 2004, respectively—city branding was still largely in its infancy. These host cities used traditional (some would say stereotypical) images related to their cities, but no globally communicated, actively managed branding program. Rather, the Olympics were used as a vehicle for branding the host city. In London, it will be the reverse. The London brand (and the Britain brand, for that matter) is already well established; the Games brand will have to fit right in—if it can. Get it right and it could really have some momentum, says Knapp. Perhaps the two brands—London and the Olympics—could orchestrate a two-pronged attack: LondON aimed at internal audiences, the Games brand targeted to the rest of the world.

The good news is that there's plenty of experience out there. . [26-Feb-2007] Dubai United Arab Emirates | Country Brands for Increase Investment and Tourism | Regional Place Branding | brandchannel.com. Strategically located at the crossroads of trade and commerce between East and West, Dubai, the city-state (one of the seven sheikdoms within United Arab Emirates), is an ideal gateway to access markets that span the Middle East, North and South Africa, the Indian Subcontinent and the CIS. Today, Dubai has transitioned from a limited oil-resource based economy to an investment-driven economy. Leveraging its strategic location, Dubai has developed a world-class infrastructure, air connections and port facilities, making it the best-connected city in the region. One could say that Dubai is a twenty-four billion dollar brand (if we were to take only the GDP for year 2004 as a valuation yardstick). "Excitement " is the underlying brand personality factor, connoting daring, spirited and competitive.

All enduring, influential brands, in their pursuit of greatness, periodically do a brand assessment and make mid-course corrections with a view to achieve their strategic brand intent. Brand America | Regional Branding | Branding a Nation | America's Reputation Overseas | brandchannel.com. American expansionism, in its broadest sense, remains a concern to many outside the US today. There is a fear in some cultures that the US is seeking to impose its way of life. As Dick Martin, a former executive vice president of AT&T and the author of Rebuilding Brand America (Amacom, 2007), told us recently, "What [many] fear is America imposing its own values, particularly in the business area, and that they're losing their own cultures.

To many people, globalization is Americanization. " But Martin also points to another widespread fear—that of US military expansionism. Although Martin feels the experience of World War II should have allayed these fears, this has not happened. As for the Middle East, Martin cited a study that showed that teenagers in Muslim countries learn much of what they know about the US from our movies and television programs. Transparency is definitely not the hallmark of Foggy Bottom (i.e., the US State Department). But will this approach work?