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외국도서
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경제경영/인문사회
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경제/경영
Nation Branding : Concepts, Issues, Practice
2013년 9월 9일 이후 누적수치입니다.
- 저 : Dinnie, Keith
- 출판사 : Butterworth-Heinemann
- 발행 : 2007년 12월 01일
- 쪽수 : 0
- ISBN : 9780750683494
| 정가 |
40,000원 |
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40,000원
1,200P (3%적립)
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이벤트/기획전
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연관도서
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상품권
목차
| 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 |
| Table of Contents provided by Ingram. All Rights Reserved. |
책소개
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. Key Features: * Seminal text in a cutting-edge, controversial and crucial field of global importance * Ideal blend of theory and practice * Twenty individual country case studies, including USA, Hong Kong, Japan, New Zealand, Spain and China.
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