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Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions.
Updates to this edition:
New Academic Perspectives and Practitioner Insights in each chapter
Updated and new cases from a broad range of nations and cultures
Fresh coverage of online branding and social media
New material covering the critical and ethical issues of nation branding, including the limitations
Updated references and sources
Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers
This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.
Inhaltsverzeichnis
PART 1: Scope and scale of nation branding
Chapter 1: The relevance, scope and evolution of nation branding
Chapter 2: Nation brand identity, image and positioning
Chapter 3: Nation brand equity
PART 2: Conceptual roots of nation branding
Chapter 4: Nation branding and the country-of-origin effect
Chapter 5: Nation branding and national identity
Chapter 6: From country-of-origin and national identity to nation branding
PART 3: Ethical and pragmatic issues in nation branding
Chapter 7: Ethical issues in nation branding
Chapter 8: Pragmatic challenges to the nation branding concept
PART 4: Current practice and future horizons for nation branding
Chapter 9: Elements of nation branding strategy
Chapter 10: Future horizons for nation branding
Über den Autor / die Autorin
Keith Dinnie is Head of Management and Marketing at the University of Dundee, School of Business, UK, and the founder of Brand Horizons (www.brandhorizons.com). Considered one of the world’s leading experts on nation branding, he has published in several international journals, delivered keynote speeches, workshops, seminars and conference presentations across the world.
Zusammenfassung
Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of Nation Branding, in which the principles of brand strategy and management are applied to countries globally.
