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Nation branding : concepts, issues, practice / Keith Dinnie.
2008
T 14 DIN.N
Available at WIPO Library
Items
Details
Title
Nation branding : concepts, issues, practice / Keith Dinnie.
Description
xxiv, 264 pages : illustrations (some color) ; 25 cm
ISBN
9780750683494
075068349X paperback
9780080554570 electronic book
0080554571 electronic book
9781136377365 e-book : PDF
9781136377310 e-book : Mobi
9781136377358 e-book : ePub
9781138133884 hardback
075068349X paperback
9780080554570 electronic book
0080554571 electronic book
9781136377365 e-book : PDF
9781136377310 e-book : Mobi
9781136377358 e-book : ePub
9781138133884 hardback
Alternate Call Number
T 14 DIN.N
Summary
"Nation Branding: Concepts, Issues, Practice is a comprehensive text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations - as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice." "Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced." "Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area."--Jacket.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
1. The relevance, scope and evolution of nation branding; 2. Nation-branding identity, image and positioning; 3. Nation-brand equity; 4. Nation branding and the country-of-origin effect; 5. Nation branding and national identity; 6. From country-of-origin and national identity to nation branding; 7. Ethical imperatives in nation branding; 8. Pragmatic challenges to the nation-branding concept; 9. Elements of nation-branding strategy; 10. Future horizons for nation branding.
Published
Oxford : Butterworth-Heinemann, 2008.
Language
English
Record Appears in
Added Corporate Author
Review
"Nation Branding: Concepts, Issues, Practice is a comprehensive text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations - as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice." "Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced." "Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area."--Jacket.