Nation Branding : concepts, issues, practice . / Keith Dinnie. txt
Oxford : USA : Butterworth Heinemann , 2009Edición: First EditionDescripción: xv, 264 p. ill. ; 25 cmTipo de contenido:- text
- unmediaded
- volume
- 9780750683494
- JZ1316 D60 2009
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
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| Libro | CARIBET Biblioteca Arquitectura Colección General CARIBET | General JZ1316 D60 2009 (Navegar estantería(Abre debajo)) | 1 | Disponible | 91000000021733 |
Descripciones mejoradas de Syndetics:
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.
Includes Index.
Contents:
Preface ix --
Acknowledgments xi --
About the author xiii --
About the contributors xv --
Part 1: Scope and Scale of Nation Branding 1 --
Chapter 1:
The Relevance, Scope and Evolution of Nation Branding 3 --
Country Case Insight – South Africa (Yvonne Johnston) 5 --
Introduction 13 --
Defining Brand And Nation Brand 14 --
Academic Perspective: Adapting Brand Theory to Be Context of Nation Branding (Leslie De Chernatony) 16 --
Why Countries Engage in Nation Branding 17 --
The Evolution of Nation Branding 20 --
Practitioner Insight: From Nation Branding to Competitive Identity – The Role of Brand Management as A Component of National Policy (Simon Anholt) 22 --
Nation Branding Issues and Initiatives 23 --
Summary 31 --
References 31 --
Chapter 2:
Nation brand identify, image and positioning 35 --
Country case insight – Egypt (zad group) 37 --
Introduction 41 --
Identify versus image 41 --
The facets of nation brand identity 45 --
Deconstructing nation brand image 46 --
Conceptual model of nation brand identity and image 49 --
Academic perspective: re-positioning Nepal in global public opinion and markets: place branding for sustainable economic development (Dipak r. pant) 50 --
Positioning the nation brand 51 --
Liberation through modularity 53 --
Summary 54 --
References 54 --
Chapter 3:
Nation-brand equity 57 --
Country case insight – Chile (Christian Felzensztein) 59 --
Introduction 61 --
Alternative perspectives on brand equity 62 --
Academic perspective: a CRM perspective on nation branding (Francis Buttle) 66 --
Sources and dimensions of NBEQ 67 --
Summary 73 --
References 73 --
Part 2: conceptual roots of nation branding 75 --
Chapter 4:
Nation branding and the country of origin effect 77 --
Country case insight – Switzerland (Martial Pasquier) 79 --
Introduction 84 --
Overview of COO research 84 --
COO and brands 85 --
COO and services 87 --
COO and the product life cycle 89 --
COO and demographics 90 --
COO and ethnocentrism 91 --
Practitioner insight: inverting the COO effect: How Portuguese firm Ecoterra leverages country of sell effect (Joao R. Freire) 91 --
COO and social identity 93 --
COO and semiotic theory 93 --
COO perception in flux over time 94 --
Combating a negative COO bias 96 --
Country case insight – Nevis (Elsa Wilkin-Armbrister) 97 --
Summary 101 --
References 101 --
Chapter 5:
Nation branding and national identity 105 --
Country case insight – Russia (Vladimir Lebedenko) 107 --
Introduction 111 --
Fundamental features of national identity 112 --
The nation as an imagined community 116 --
Invented tradition 117 --
Cultural elements of national identity 118 --
Practitioner insight: sonic branding – capturing the essence of a nation’s identity (Daniel M. Jackson) 124 --
Attitudes and national stereotypes 126 --
Summary 127 --
References 127 --
Chapter 6:
From country of origin and national identity to nation branding 131 --
Country case insight – Brazil (Renat Sanches and Flavia Sekles) 133 --
Introduction 136 --
National identity and country of origin: Areas of commonality 136 --
Branding’s differentiating power 139 --
Practitioner insight: Greek olive oil – The paradox of a product and national icon (Anthony Gortzis) 140 --
Nation branding conceptual framework 141 --
Country case insight – Germany (Gianfranco Walsh and Klaus-Peter Wiedmann) 154 --
Summary 158 --
References 159 --
Part 3: Ethical and pragmatic issues in nation branding 161 --
Chapter 7:
Ethical imperatives in nation branding 163 --
Country case insight – Bolivia (Ximena Alvarez Aguirre and Ximena Siles Renjel) 165 --
Introduction 169 --
The legitimacy of nation brand management 169 --
Practitioner insight: smaller nations enter the global dialogue through nation branding (Jack Yan) 170 --
Identification and selection of nation brand values 172 --
Is ‘brand’ acceptable? 173 --
Sustainability and nation branding 173 --
Summary 178 --
References 179 --
Chapter 8:
Pragmatic challenges to the nation branding concept 181 --
Country case insight – Iceland (Inga Hlín Pálsdóttir) 183 --
Introduction 187 –
Who needs to be involved? 187 --
Coordinating nation brand touchpoints 192 --
Academic perspective: corporate brand differentiation in the financial services industry – applying the highest central common factor concept to nation branding (Olutayo B. Otubanjo and T.C. Melewar) 194 --
Nation brand architecture 197 --
A highly politicized activity 200 --
Country case insight – Hungary (Gyorgy Szondi) 201 --
Summary 204 --
References 205 --
Part 4: Current practice and future horizons for nation branding 207 --
Chapter 9:
Elements of nation branding strategy 209 --
Country case insight – Japan (Satoshi Akutsu) 211 --
Introduction 219 --
Principles of strategy 220 --
Nation brand advertising 224 --
Customer and citizen relationship management 227 --
Nation brand ambassadors 227 --
Diaspora mobilization 228 --
Nation days 229 --
The naming of nation brands 229 --
Nation brand tracking studies 230 --
Country case insight – Estonia (Interbrand) 230 --
Summary 235 --
References 235 --
Chapter 10:
Future horizons for nation branding 237 --
Country case insight – France (Philippe Favre) 239 --
Introduction 242 --
A shift away from Anglocentric paradigms 242 --
Improved coordination of nation branding strategy 243 --
Growing adoption of brand management techniques 243 --
Practitioner insight: the coming crisis in the geography chained market of nations (Chris Macrae) 245 --
Online nation branding 246 --
Increasing impact of consumer generated media 247 --
Internal nation branding 248 --
Sonic nation branding 248 --
Academic perspective: true north (Stephen Brown) 249 --
An alternative lexicon for nation branding? 251 --
Soft power and public diplomacy 251 --
Nation branding as a driver of sustainable development and competitive parity 252 --
Summary 252 --
References 252 --
Glossary 255 --
Index 259 --
"Nation Branding: Concepts, Issues, Practice is a comprehensive 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." "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." --
Tabla de contenidos provista por Syndetics
- Preface(p. ix)
- Acknowledgements(p. xi)
- About the author(p. xiii)
- About the contributors(p. xv)
- Scope and Scale of Nation Branding(p. 1)
- Chapter 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)
- Chapter 2 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)
- Chapter 3 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)
- Chapter 4 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)
- Chapter 5 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)
- Chapter 6 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)
- Chapter 7 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)
- Chapter 6 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)
- Chapter 9 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)
- Chapter 10 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)