Nation Branding: Concepts, Issues, Practice
was the ground-breaking first textbook to provide an overview of this
recently established but fast-growing practice, in which the principles
of brand management are applied to countries rather than companies. Many
governments have invested in nation branding in order to strengthen
their country's influence, improve its reputation, or boost tourism,
trade and investment. This new edition has been comprehensively
revised and its influential original framework modified to reflect the
very latest changes to this still-developing field. It remains an
accessible blend of theory and practice rich with international examples
and contributions. Updates to this edition: New
international cases of countries as diverse as China, United Arab
Emirates, Ghana, Cuba, India, Great Britain and many more; New
contributions from distinguished scholars, diplomats and businesspeople
providing a range of case studies, practitioner insights and academic
perspectives; New Companion Website to support
the book featuring instructor aids such as PowerPoint presentations for
each chapter and an instructor manual; This
much-anticipated update to an influential book is an essential
introduction to nation branding for students and policy makers.