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1、外文题目：Definitionsofplacebranding–Workingtowardsaresolution出处：PlaceBrandingandPublicDiplomacy作者：Simon Anholt外文原文Definitionsofplacebranding–WorkingtowardsaresolutionSimon Anholt ManagingEditorINTRODUCTIONAsreadersofPlaceBrandingandPublicDiplomacyarewellaware,thequestionofterminologyisavexedoneint
2、hisfield,andnotermseemsmoreproblematicthan‘brand/branding’itself.Thedefinitionofthiselusiveterm,andtheappropriatenessofitsapplicationtonations,citiesandregions,isaquestiontowhichthisauthorhasreturnedonmanyoccasionsinhisownwriting.Itisalso,ofcourse,thecentralquestionofthisjournal,andithasalmost
3、becomea‘familyjoke’atPlaceBrandingandPublicDiplomacythatsomanypaperssubmittedtotheJournalbeginbyquotingthewell-knowndefinitionof‘brand’fromtheAmericanMarketingAssociationdictionary(‘Aname,term,design,symbol,oranyotherfeature…’andsoon).Clearly,manyofourcontributorsfeelthatthisisanewconceptthats
4、tillneedsdefining.Itisdifficulttoseehowafieldofstudyorpracticecanmatureunlesssomekindofconsensusisreachedonthedefinitionofthefield,sotheissueislongoverdueforresolution.Weneedtomoveon.Inthehopeofstartingaprocessthatmightresultinsomesuchconsensus,theeditorialprefacetothisfirstissueofthesixthvolu
5、meofPlaceBrandingandPublicDiplomacyrepresentsanattempttoresolvesomeoftheconfusionsurroundingtheuseoftheterm‘brand/branding’inthecontextofplacereputationandimage.Anyfurthercontributionstothisdiscussionintheformofpapers,opinionpieces,lettersorothercommentarywillbemostwelcome,and,whereverspaceper
6、mits,willbepublishedinsubsequentissuesofthejournal.CANAPLACEBEABRAND?Parallelsbetweenplacesandproductsgobackalongway,ofcourse.Placeshavebeenpromotingtheirattractionsandtheirimagesthroughouthistory,becausetheyhavealwaysneededtoattractsettlers,customers,visitors,traders,investorsandthecategoryof
7、peoplewetodaycall‘influencers’.Perhapsthisneedwasnevermoreevident,andneitherwastherivalrybetweenplacesmorefierce,thaninNorthAmericaduringthelatenineteenthandearlytwentiethcenturies,asdevelopmentspreadacrosstheUnitedStatesandCanada,andco
