---
title: UP member publishes destination branding book
description: UP member publishes destination branding book
---

[What's UP? | Marketing blog by UP THERE EVERYWHERE ](https://www.upthereeverywhere.com/blog)

# [UP member publishes destination branding book](https://www.upthereeverywhere.com/blog/up-member-publishes-destination-branding-book)

 Written by [UP Editorial Team](https://www.upthereeverywhere.com/blog/author/up-editorial-team) | February 16, 2011

**[Julian Stubbs](https://www.upthereeverywhere.com/index.php/whats-up/who-are-up/julian/?hsLang=en-us)**, one of the founders of ***UP There, Everywhere** recently published a book about destination branding filled with lively examples and colorful illustrations. Happily titled, ‘*Wish You Were Here, The Branding of Stockholm and Destinations,’* the book discusses what makes destination brands, and places themselves, worthy of their dot on the map.

<https://www.upthereeverywhere.com/wp-content/uploads/2011/02/wishyouwerehere_thumb.jpg?hsLang=en-us>

In addition to telling the story of the successful rebranding of the [City of Stockholm](https://www.upthereeverywhere.com/index.php/portfolio/branding-stockholm/?hsLang=en-us) as the ‘Capital of Scandinavia’, the book takes a thoughtful look into the brand and marketing strategies used by a number of famous destinations, including New York City and Barcelona, Spain.

Readers are sure to gain keen insights into the essential elements of destination brands, as well as come away with an understanding of the ten essential elements of branding.

Read more about the book in the ‘[Wish You Were Here](https://www.upthereeverywhere.com/index.php/wish-you-were-here-the-branding-of-stockholm-and-destinations/?hsLang=en-us),’ press release.

[View full post](https://www.upthereeverywhere.com/blog/up-member-publishes-destination-branding-book)

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