UID:
almahu_9949385555102882
Umfang:
1 online resource
Ausgabe:
3rd edition.
ISBN:
9781003100249
,
1003100244
Inhalt:
"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. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes 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, a test bank, and a glossary. This is an essential introduction to Nation Branding for students of Marketing, Brand Management, Communications, Public and International Relations, as well as policy makers looking for a rigorous yet applied approach"--
Anmerkung:
Revised edition of the author's Nation branding, 2016.
,
The relevance, scope and evolution of nation branding -- Nation brand identity, image and positioning -- Nation brand equity -- Nation branding and the country-of-origin effect -- Nation branding and national identity -- From country-of-origin and national identity to nation branding -- Ethical issues in nation branding -- Pragmatic challenges to the nation branding concept -- Elements of nation branding strategy -- Future horizons for nation branding.
Weitere Ausg.:
Print version: Dinnie, Keith. Nation branding Abingdon, Oxon ; New York, NY : Routledge, 2022. ISBN 9780367569884
Sprache:
Englisch
URL:
https://www.taylorfrancis.com/books/9781003100249
Bookmarklink
