Nation Branding

Concepts, Issues, Practice
3. Auflage 2022
ISBN: 978-0-367-56988-4
Verlag: Routledge

Buch, Englisch, 302 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 707 g

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.

Zielgruppe

Postgraduate, Professional, and Undergraduate Advanced

Autoren/Hrsg.

Dinnie, Keith

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Sozialwissenschaften Sport | Tourismus | Freizeit Tourismus & Reise Reise & Urlaub: Führer, Landkarten, Pläne
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe

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 Autor(innen)

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.