Place Branding & Competitive Branding. To Explore the Concept of Place Branding & Competitive Branding Regarding the Cities of Pakistan

      Аннотация: 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.

Ключевые слова: Awareness, Branding, city branding, culture, Economy, nation branding, People, Tourism, Place or Destination Branding, Anholt’s hexagon, Total destination model, Iconic brand, Lahore place brand, Islamabad Place brand