Nation Branding: Concepts, Issues, Practice

Keith Dinnie - Nation Branding: Concepts, Issues, Practice
Elsevier, 2008
264 str.
mehka vezava
stanje: zelo dobro

Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice.

Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides:

* The first overview of its kind on nation branding
* A blend of academic theory and real world practice in an accessible, readable fashion
* A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding
* An original conceptual framework and models for nation branding
* A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia

Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

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
Summar
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


Nonfiction, Marketing, 075068349X

---------------------------------------

Osebni prevzem je možen v centru Ljubljane ali Trnovem. Pošiljanje po poti je mogoče po predhodnem nakazilu na TRR. Poštnino plača kupec.
Prosim za sms ali sporočilo prek Bolhe, hvala.