Destination branding for small cities : the essentials for successful place branding

The World of Brands and Branding -- Why Bother with Place Branding? -- The Challenges of Branding Places -- What Is Being Branded and Why? -- Prepare to Start: Mobilize the Forces -- Prepare to Start: Selecting Place Branding Expertise -- The Seven Steps to a Place Brand -- Step One: Assessment -- What's Your Place in the World? -- Step Two: Analysis and Advantage: What Will You Be Known For? -- Step Three: Architecture and Alignment : What Are the Brand's Relationships? -- Step Four: Articulate: How Will the Brand Be Expressed? -- Step Five: Activation: How Will the Brand Come to Life? -- Step Six: Adoption: How Do We Maximize the Support of Stakeholders? -- Step Seven: Action and Afterward: How Do We Keep the Brand Fresh?