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