Nation Branding

Concepts, Issues, Practice

Inbunden, Engelska, 2022

Av Keith Dinnie

3 409 kr

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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 chapterUpdated and new cases from a broad range of nations and culturesFresh coverage of online branding and social mediaNew material covering the critical and ethical issues of nation branding, including the limitationsUpdated references and sourcesUpdated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answersThis 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.

Produktinformation

Utgivningsdatum2022-04-12
Mått189 x 246 x 21 mm
Vikt880 g
FormatInbunden
SpråkEngelska
Antal sidor268
Upplaga3
FörlagTaylor & Francis Ltd
ISBN9780367569884

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PART 1: Scope and scale of nation brandingChapter 1: The relevance, scope and evolution of nation brandingChapter 2: Nation brand identity, image and positioningChapter 3: Nation brand equityPART 2: Conceptual roots of nation brandingChapter 4: Nation branding and the country-of-origin effectChapter 5: Nation branding and national identityChapter 6: From country-of-origin and national identity to nation brandingPART 3: Ethical and pragmatic issues in nation brandingChapter 7: Ethical issues in nation brandingChapter 8: Pragmatic challenges to the nation branding conceptPART 4: Current practice and future horizons for nation brandingChapter 9: Elements of nation branding strategyChapter 10: Future horizons for nation branding

"A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike."- Thebe Ikalafeng, Founder and Chairman, Brand Africa"Not that it needed conformation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)."- Robert Govers, author of the award-winning book Imaginative Communities (2018)"The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding."- Koh Buck Song, author of Brand Singapore "The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding."- João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal