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Global Developments in Nation Branding and Promotion - Theoretical and Practical Approaches
Loot Price: R5,170
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Global Developments in Nation Branding and Promotion - Theoretical and Practical Approaches
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By taking corporate marketing concepts and applying them to
countries, nation branding is a way for these regions to enhance
their reputations and project a desired image for international
recognition. New modes of publicity and marketing geared towards
geographic location fall into this category, leading nation
branding to have vast benefits for the economies and societies of
countries. New marketing strategies have emerged and are being
adopted to consequently brand countries with the purpose of
economic growth. By studying these emerging strategies and methods,
nations can best develop a desired brand and reputation to foster
growth and prosperity. Global Developments in Nation Branding and
Promotion: Theoretical and Practical Approaches presents the
functionality of nation branding in benefiting the positioning and
identity promotion of nations. The chapters address theoretical
considerations of the nature of nation brands and their
implications in measuring branding inference. Covering topics such
as country of origin association, memory politics, and
international relations, this premier reference source is an
excellent resource for brand managers, politicians, government
officials, marketers, communication consultants, business leaders
and executives, students and educators of higher education,
researchers, and academicians.
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