(eBook PDF) Nation Branding: Concepts, Issues, Practice 2nd Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 9781138775848
- ISBN-13 : 978-1138775848
- Author:
Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country’s influence, improve its reputation, or boost tourism, trade and investment.
This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions.
Table contents:
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
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