• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Destination Branding
Destination branding

Relatively new in terms of academic research, but with an arguably long history in geopolitical and economic examples, destination branding (also referred to as place branding or nation branding) encompasses the idea that geographical locations can benefit from the same kinds of techniques as the branding of commercial goods and services, in establishing analogues of unique identity and personality that attract business and consumer investment.

There are economic benefits for a destination to have a unique and appealing brand, which creates loyalty in the investors and consumers of that brand. Though some may view the branding of their own country in commercial terms as somewhat distasteful and contrary to their political and cultural history, tourism, as a fast-growing and extremely profitable global industry, can ...

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