The place to be

Hayman, Michael
June 2006
Brand Strategy;Jun2006, Issue 203, p36
Trade Publication
The article focuses on the factors to be considered in achieving destination brand status. Harnessing the intangible assets that have created value for consumer products such as brand, image, identity and story-telling is the key to creating standout in the mature foreign direct investment market. A vital role is plated by architecture in the image of a destination.


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