TY  - GEN
AB  - "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.
AU  - Dinnie, Keith,
AU  - Dinnie, Keith.
CN  - HF1359
CN  - HD69.B7
CN  - HF5415.1255
CN  - HF5823
ID  - 26772
KW  - Globalization.
KW  - Brand name products.
KW  - Branding (Marketing)
KW  - International relations.
KW  - Place marketing.
KW  - International economic relations.
KW  - National characteristics
KW  - Mass media and international relations.
KW  - Stratégie de marque
KW  - Marketing territorial
KW  - Mondialisation.
KW  - Relations économiques internationales
KW  - Produits commerciaux
KW  - Produits de marque
KW  - Publicité d'intérêt public
N2  - "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.
SN  - 9780750683494
T1  - Nation branding :concepts, issues, practice /
TI  - Nation branding :concepts, issues, practice /
ER  -