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Preface | p. ix |
Acknowledgements | p. xi |
About the author | p. xiii |
About the contributors | p. xv |
Scope and Scale of Nation Branding | p. 1 |
The relevance, scope and evolution of nation branding | p. 3 |
Country Case Insight - South Africa | p. 5 |
Introduction | p. 13 |
Defining 'brand' and 'nation-brand' | p. 14 |
Academic Perspective: Adapting brand theory to the context of nation branding | p. 16 |
Why countries engage in nation branding | p. 17 |
The evolution of nation branding | p. 20 |
Practitioner Insight: From nation branding to competitive identity - the role of brand management as a component of national policy | p. 22 |
Nation-branding issues and initiatives | p. 23 |
Summary | p. 31 |
References | p. 31 |
Nation-brand identity, image and positioning | p. 35 |
Country Case Insight - Egypt | p. 37 |
Introduction | p. 41 |
Identity versus image | p. 41 |
The facets of nation-brand identity | p. 45 |
Deconstructing nation-brand image | p. 46 |
Conceptual model of nation-brand identity and image | p. 49 |
Academic Perspective: Re-positioning Nepal in global public opinion and markets: Place-branding for sustainable economic development | p. 50 |
Positioning the nation-brand | p. 51 |
Liberation through modularity | p. 53 |
Summary | p. 54 |
References | p. 54 |
Nation-brand equity | p. 57 |
Country Case Insight - Chile | p. 59 |
Introduction | p. 61 |
Alternative perspectives on brand equity | p. 62 |
Academic Perspective: A CRM perspective on nation branding | p. 66 |
Sources and dimensions of NBEQ | p. 67 |
Summary | p. 73 |
References | p. 73 |
Conceptual Roots of Nation Branding | p. 75 |
Nation branding and the country-of-origin effect | p. 77 |
Country Case Insight - Switzerland | p. 79 |
Introduction | p. 84 |
Overview of COO research | p. 84 |
COO and brands | p. 85 |
COO and services | p. 87 |
COO and the product life cycle | p. 89 |
COO and demographics | p. 90 |
COO and ethnocentrism | p. 91 |
Practitioner Insight: Inverting the COO effect: How Portuguese firm Ecoterra leverages 'country-of-sell' effect | p. 91 |
COO and social identity | p. 93 |
COO and semiotic theory | p. 93 |
COO perceptions in flux over time | p. 94 |
Combating a negative COO bias | p. 96 |
Country Case Insight - Nevis | p. 97 |
Summary | p. 101 |
References | p. 101 |
Nation branding and national identity | p. 105 |
Country Case Insight - Russia | p. 107 |
Introduction | p. 111 |
Fundamental features of national identity | p. 112 |
The nation as an imagined community | p. 116 |
Invented tradition | p. 117 |
Cultural elements of national identity | p. 118 |
Practitioner Insight: Sonic branding - Capturing the essence of a nation's identity | p. 124 |
Attitudes and national stereotypes | p. 126 |
Summary | p. 127 |
References | p. 127 |
From country-of-origin and national identity to nation branding | p. 131 |
Country Case Insight - Brazil | p. 133 |
Introduction | p. 136 |
National identity and country-of-origin: Areas of commonality | p. 136 |
Branding's differentiating power | p. 139 |
Practitioner Insight: Greek olive oil - The paradox of a product and a national icon | p. 140 |
Nation branding conceptual framework | p. 141 |
Country Case Insight - Germany | p. 154 |
Summary | p. 158 |
References | p. 159 |
Ethical and Pragmatic Issues in Nation Branding | p. 161 |
Ethical imperatives in nation branding | p. 163 |
Country Case Insight - Bolivia | p. 165 |
Introduction | p. 169 |
The legitimacy of nation-brand management | p. 169 |
Practitioner Insight: Smaller nations enter the global dialogue through nation branding | p. 170 |
Identification and selection of nation-brand values | p. 172 |
Is 'brand' acceptable? | p. 173 |
Sustainability and nation branding | p. 173 |
Summary | p. 178 |
References | p. 179 |
Pragmatic challenges to the nation-branding concept | p. 181 |
Country Case Insight - Iceland | p. 183 |
Introduction | p. 187 |
Who needs to be involved? | p. 187 |
Coordinating nation-brand touchpoints | p. 192 |
Academic Perspective: Corporate brand differentiation in the financial services industry - Applying the highest central common factor concept to nation branding | p. 194 |
Nation-brand architecture | p. 197 |
A highly politicized activity | p. 200 |
Country Case Insight - Hungary | p. 201 |
Summary | p. 204 |
References | p. 205 |
Current Practice and Future, Horizons for Nation Branding | p. 207 |
Elements of nation-branding strategy | p. 209 |
Country Case Insight - Japan | p. 211 |
Introduction | p. 219 |
Principles of strategy | p. 220 |
Nation-brand advertising | p. 224 |
Customer and citizen relationship management | p. 227 |
Nation-brand ambassadors | p. 227 |
Diaspora mobilization | p. 228 |
Nation days | p. 229 |
The naming of nation-brands | p. 229 |
Nation-brand tracking studies | p. 230 |
Country Case Insight - Estonia Interbrand | p. 230 |
Summary | p. 235 |
References | p. 235 |
Future horizons for nation branding | p. 237 |
Country Case Insight - France | p. 239 |
Introduction | p. 242 |
A shift away from anglocentric paradigms | p. 242 |
Improved coordination of nation-branding strategy | p. 243 |
Growing adoption of brand management techniques | p. 243 |
Practitioner Insight: The coming crisis in the geography-chained market of nations | p. 245 |
Online nation branding | p. 246 |
Increasing impact of consumer-generated media | p. 247 |
Internal nation branding | p. 248 |
Sonic nation branding | p. 248 |
Academic Perspective: True North | p. 249 |
An alternative lexicon for nation branding? | p. 251 |
Soft power and public diplomacy | p. 251 |
Nation branding as a driver of sustainable development and competitive parity | p. 252 |
Summary | p. 252 |
References | p. 252 |
Glossary | p. 255 |
Index | p. 259 |
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