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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.
Inhaltsverzeichnis
PART 1: Scope and scale of nation brandingChapter 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 brandingChapter 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.
