Nation Branding - Keith Dinnie

Nation Branding

Concepts, Issues, Practice

(Autor)

Buch | Hardcover
268 Seiten
2022 | 3rd edition
Routledge (Verlag)
978-0-367-56988-4 (ISBN)
189,95 inkl. MwSt
Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of Nation Branding, in which the principles of brand strategy and management are applied to countries globally.
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.

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.

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

Erscheinungsdatum
Zusatzinfo 14 Tables, color; 21 Line drawings, color; 2 Halftones, color; 23 Illustrations, color
Verlagsort London
Sprache englisch
Maße 189 x 246 mm
Gewicht 880 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Volkswirtschaftslehre
ISBN-10 0-367-56988-4 / 0367569884
ISBN-13 978-0-367-56988-4 / 9780367569884
Zustand Neuware
Haben Sie eine Frage zum Produkt?
Mehr entdecken
aus dem Bereich
Grundlagen marktorientierter Unternehmensführung : Konzepte, …

von Heribert Meffert; Christoph Burmann; Manfred Kirchgeorg

Buch (2024)
Springer Gabler (Verlag)
49,99
Aufgaben, Werkzeuge und Erfolgsfaktoren

von Hartmut Sieck

Buch | Softcover (2023)
Vahlen (Verlag)
21,90
Marketinginstrumente und Erkenntnisse der Wirtschaftspsychologie

von Katja Gelbrich; Stefan Müller

Buch | Softcover (2024)
Vahlen (Verlag)
24,90