Nation Branding Concepts, Issues, Practice

ISBN-10: 075068349X

ISBN-13: 9780750683494

Edition: 2008

Authors: Keith Dinnie
List price: $59.95
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Description: The application of branding to whole nations is surrounded by controversy: for some, nation branding is a crucial means for nations to compete effectively on the world stage in our increasingly globalized economy; for others, nation branding is nothing more nor less than cultural commodification, an unwelcome intrusion of marketing techniques into the life of the nation. For the first time this hot topic is captured as an emerging phenomenon in a theoretical framework. Combining academic rigour with a readable style, the author balances the latest theory with significant contributions from practitioners in the field, including branding consultants who have advised governments around the world on how to develop their national brands. Interweaved throughout the book are twenty case studies, each focusing on one individual country?s activity in developing its nation brand and placing this within a theoretical perspective. Key Features: * Seminal text in a cutting-edge, controversial and crucial field of global importance * Ideal blend of theory and practice * Twenty individual country case studies, including USA, Hong Kong, Japan, New Zealand, Spain and China.

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Book details

List price: $59.95
Copyright year: 2008
Publisher: Routledge
Publication date: 12/5/2007
Binding: Paperback
Pages: 288
Size: 7.50" wide x 9.75" long x 0.75" tall
Weight: 1.210
Language: English

Preface
Acknowledgements
About the author
About the contributors
Scope and Scale of Nation Branding
The relevance, scope and evolution of nation branding
Country Case Insight - South Africa
Introduction
Defining 'brand' and 'nation-brand'
Academic Perspective: Adapting brand theory to the context of nation branding
Why countries engage in nation branding
The evolution of nation branding
Practitioner Insight: From nation branding to competitive identity - the role of brand management as a component of national policy
Nation-branding issues and initiatives
Summary
References
Nation-brand identity, image and positioning
Country Case Insight - Egypt
Introduction
Identity versus image
The facets of nation-brand identity
Deconstructing nation-brand image
Conceptual model of nation-brand identity and image
Academic Perspective: Re-positioning Nepal in global public opinion and markets: Place-branding for sustainable economic development
Positioning the nation-brand
Liberation through modularity
Summary
References
Nation-brand equity
Country Case Insight - Chile
Introduction
Alternative perspectives on brand equity
Academic Perspective: A CRM perspective on nation branding
Sources and dimensions of NBEQ
Summary
References
Conceptual Roots of Nation Branding
Nation branding and the country-of-origin effect
Country Case Insight - Switzerland
Introduction
Overview of COO research
COO and brands
COO and services
COO and the product life cycle
COO and demographics
COO and ethnocentrism
Practitioner Insight: Inverting the COO effect: How Portuguese firm Ecoterra leverages 'country-of-sell' effect
COO and social identity
COO and semiotic theory
COO perceptions in flux over time
Combating a negative COO bias
Country Case Insight - Nevis
Summary
References
Nation branding and national identity
Country Case Insight - Russia
Introduction
Fundamental features of national identity
The nation as an imagined community
Invented tradition
Cultural elements of national identity
Practitioner Insight: Sonic branding - Capturing the essence of a nation's identity
Attitudes and national stereotypes
Summary
References
From country-of-origin and national identity to nation branding
Country Case Insight - Brazil
Introduction
National identity and country-of-origin: Areas of commonality
Branding's differentiating power
Practitioner Insight: Greek olive oil - The paradox of a product and a national icon
Nation branding conceptual framework
Country Case Insight - Germany
Summary
References
Ethical and Pragmatic Issues in Nation Branding
Ethical imperatives in nation branding
Country Case Insight - Bolivia
Introduction
The legitimacy of nation-brand management
Practitioner Insight: Smaller nations enter the global dialogue through nation branding
Identification and selection of nation-brand values
Is 'brand' acceptable?
Sustainability and nation branding
Summary
References
Pragmatic challenges to the nation-branding concept
Country Case Insight - Iceland
Introduction
Who needs to be involved?
Coordinating nation-brand touchpoints
Academic Perspective: Corporate brand differentiation in the financial services industry - Applying the highest central common factor concept to nation branding
Nation-brand architecture
A highly politicized activity
Country Case Insight - Hungary
Summary
References
Current Practice and Future, Horizons for Nation Branding
Elements of nation-branding strategy
Country Case Insight - Japan
Introduction
Principles of strategy
Nation-brand advertising
Customer and citizen relationship management
Nation-brand ambassadors
Diaspora mobilization
Nation days
The naming of nation-brands
Nation-brand tracking studies
Country Case Insight - Estonia Interbrand
Summary
References
Future horizons for nation branding
Country Case Insight - France
Introduction
A shift away from anglocentric paradigms
Improved coordination of nation-branding strategy
Growing adoption of brand management techniques
Practitioner Insight: The coming crisis in the geography-chained market of nations
Online nation branding
Increasing impact of consumer-generated media
Internal nation branding
Sonic nation branding
Academic Perspective: True North
An alternative lexicon for nation branding?
Soft power and public diplomacy
Nation branding as a driver of sustainable development and competitive parity
Summary
References
Glossary
Index
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