Nation Branding : Concepts, Issues, Practice

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.

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.

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Nation Branding : Concepts, Issues, Practice

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