Overview

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.

Full Product Details

Author:   Keith Dinnie
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   3rd edition
Weight:   1.000kg
ISBN:  

9780367569891

ISBN 10:   0367569892
Pages:   268
Publication Date:   12 April 2022
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of 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

Reviews

A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike. - Thebe Ikalafeng, Founder and Chairman, Brand Africa Not that it needed confirmation, but the fact that Keith Dinnie's masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while). - Robert Govers, author of the award-winning book Imaginative Communities (2018) The most comprehensive and updated book in this field. Dinnie's work is building a global brand for the study and practice of nation branding. - Koh Buck Song, author of Brand Singapore The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding. - Joao Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal

A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike. - Thebe Ikalafeng, Founder and Chairman, Brand Africa Not that it needed conformation, but the fact that Keith Dinnie's masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while). - Robert Govers, author of the award-winning book Imaginative Communities (2018) The most comprehensive and updated book in this field. Dinnie's work is building a global brand for the study and practice of nation branding. - Koh Buck Song, author of Brand Singapore The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding. - Joao Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal

Author Information

Keith Dinnie is Head of Management and Marketing at the University of Dundee, School of Business, UK, and the founder of Brand Horizons (www.brandhorizons.com). Considered one of the world’s leading experts on nation branding, he has published in several international journals, delivered keynote speeches, workshops, seminars and conference presentations across the world.

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