Nation branding : concepts, issues, practice / Keith Dinnie

By:

Dinnie, Keith

Material type: Text

TextPublication details: London ; New York : Routledge, 2016Edition: Second editionDescription: xxx, 275 pages ; 24 cmISBN:

9781138775848
1138775843

Subject(s):

DDC classification:

658.827 DIN

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	LSAD Library Main Collection	658.827 DIN (Browse shelf(Opens below))	1	Available		39002100626846

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and index.

Table of contents provided by Syndetics

List of figures (p. xiv)
List of tables (p. xv)
Notes on contributors (p. xvi)
Preface (p. xxviii)
Acknowledgements (p. xxix)
About the author (p. xxx)
Part I Scope and Scale of Nation Branding (p. 1)
1 The Relevance, Scope and Evolution of Nation Branding (p. 3)
Key points (p. 3)
Introduction (p. 3)
Defining 'brand' and 'nation brand' (p. 4)
Why countries engage in nation branding (p. 6)
The evolution of nation branding (p. 8)
Nation branding issues and initiatives (p. 10)
Germany (p. 11)
Scotland (p. 11)
New Zealand (p. 14)
South Korea (p. 15)
Spain (p. 15)
Britain (p. 16)
Academic perspective: Place marketing, place branding and nation branding: From practice to theory? (p. 17)
Practitioner insight: Brand new Africa - an emerging global challenger (p. 19)
Case: Brand Obama: The rise and decline of an American icon, and its effect on Brand USA (p. 22)
Case: United Arab Emirates (UAE) - architecture of a nation brand (p. 24)
Summary (p. 28)
Discussion points (p. 29)
References (p. 29)
2 Nation Brand Identity, Image and Positioning (p. 33)
Key points (p. 33)
Introduction (p. 33)
Identity versus image (p. 33)
The facets of nation brand identity (p. 37)
Deconstructing nation brand image (p. 38)
Conceptual model of nation brand identity and image (p. 40)
Positioning the nation brand (p. 41)
Liberation through modularity (p. 43)
Nation branding and tourism promotion (p. 44)
Academic perspective: Developing wellbeing destination brands: a collaborative approach (p. 45)
Practitioner insight: Nation branding: the primacy of the political context (p. 51)
Case: India inside out - a case study in Indian public diplomacy (p. 53)
Case: Tourism management in Portugal - brand architecture (p. 55)
Summary (p. 60)
Discussion points (p. 60)
References (p. 60)
3 Nation Brand Equity (p. 63)
Key points (p. 63)
Introduction (p. 63)
Alternative perspectives on brand equity (p. 63)
Consumer perspective (p. 64)
Financial perspective (p. 66)
Sources and dimensions of nation brand equity (p. 67)
Internal assets (p. 67)
External assets (p. 71)
Nation branding and investment attraction (p. 73)
Academic perspective: Web 2.0 and nation branding (p. 74)
Practitioner insight: Valuing a nation brand (p. 75)
Case: Singapore's country branding achievements and future perspectives (p. 77)
Case: Advertising China (p. 80)
Summary (p. 83)
Discussion points (p. 84)
References (p. 84)
Part II Conceptual Roots of Nation Branding (p. 87)
4 Nation Branding and the Country-of-Origin Effect (p. 89)
Key points (p. 89)
Introduction (p. 89)
Consumer behaviour (p. 89)
Overview of country-of-origin research (p. 90)
Country-of-origin and brands (p. 91)
Country-of-origin and services (p. 92)
Country-of-origin and the product life cycle (p. 94)
Country-of-origin and demographics (p. 95)
Country-of-origin and ethnocentrism (p. 95)
Country-of-origin and social identity (p. 96)
Country-of-origin and semiotic theory (p. 96)
Country-of-origin perceptions in flux over time (p. 97)
Combatting a negative country-of-origin bias (p. 99)
Nation branding and export promotion (p. 100)
Academic perspective: Nation brand Germany: images of past and present (p. 100)
Practitioner insight: Made in Russia (p. 102)
Case: Nation branding for FDI attraction: the case of Ghana (p. 104)
Summary (p. 109)
Discussion points (p. 109)
References (p. 110)
5 Nation Branding and National Identity (p. 113)
Key points (p. 113)
Introduction (p. 113)
Fundamental features of national identity (p. 114)
The nation as an imagined community (p. 118)
Invented tradition (p. 118)
Cultural elements of national identity (p. 120)
High-context cultures and low-context cultures (p. 120)
Individualism/Collectivism (p. 121)
Ethnocentrism (p. 122)
Language (p. 122)
Literature (p. 123)
Music (p. 124)
Food and drink (p. 124)
Sport (p. 124)
Architecture (p. 125)
Attitudes and national stereotypes (p. 125)
Public diplomacy and soft power (p. 127)
Academic perspective: The image of a country and consumer perceptions of its exports (p. 127)
Practitioner Insight: The role of culture in nation branding (p. 129)
Case: National identity, cinema and nation branding in Cuba (p. 131)
Summary (p. 135)
Discussion points (p. 135)
References (p. 136)
6 From Country-of-Origin and National Identity to Nation Branding (p. 139)
Key points (p. 139)
Introduction (p. 139)
National identity and country-of-origin: areas of commonality (p. 140)
Branding's differentiating power (p. 142)
Nation branding conceptual framework (p. 142)
Anticipation: stereotypes and personal experience (p. 144)
Complexity: uncontrollability, the urban-rural dichotomy and managing diversity (p. 146)
Cultural expressiveness: heritage, landscape and the arts (p. 148)
Encapsulation: redefinition, branding and Zeitgeist (p. 149)
Engagement: inclusiveness and exemplars (p. 151)
Academic perspective: Public diplomacy and nation brands/branding (p. 153)
Practitioner insight: Public diplomacy and art (p. 154)
Case: Going to the Edge (p. 155)
Summary (p. 160)
Discussion points (p. 160)
References (p. 160)
Part III Ethical and Pragmatic Issues in Nation Branding (p. 163)
7 Ethical Issues in Nation Branding (p. 165)
Key points (p. 165)
Introduction (p. 165)
The legitimacy of nation brand management (p. 166)
Identification and selection of nation brand values (p. 166)
Is 'brand' acceptable? (p. 167)
Sustainability and nation branding (p. 168)
Environmental Sustainability Index (p. 169)
Ethical benchmarks in governance and human development (p. 173)
Academic perspective: Branding stigmatized nations? (p. 173)
Practitioner insight: Nation branding for aspiring independent States (p. 177)
Case: Presenting Croatia in Japan (p. 178)
Case: The Dutch quest for a nation brand (p. 181)
Summary (p. 185)
Discussion points (p. 185)
References (p. 185)
8 Pragmatic Challenges to the Nation Branding Concept (p. 187)
Key points (p. 187)
Introduction (p. 187)
Who needs to be involved? (p. 188)
Stakeholder theory (p. 188)
Ideal state: fully inclusive approach (p. 188)
Actual state: programme-specific inclusiveness (p. 190)
Coordinating nation brand touchpoints (p. 193)
Nation brand architecture (p. 195)
A highly politicized activity (p. 199)
Academic perspective: Consumer behaviour and place branding in a tourism context (p. 199)
Practitioner insight: Effective collaboration is key to successful place branding (p. 202)
Case: HM Government 'GREAT' campaign - United Kingdom (p. 204)
Summary (p. 209)
Discussion points (p. 209)
References (p. 210)
Part IV Current Practice and Future Horizons for Nation Branding (p. 213)
9 Elements of Nation Branding Strategy (p. 215)
Key points (p. 215)
Introduction (p. 215)
Principles of strategy (p. 216)
Where are we now? Strategic analysis (p. 216)
Internal analysis (p. 216)
External analysis (p. 219)
Where do we want to go? Strategic planning (p. 219)
How do we get there? Strategic implementation (p. 221)
Nation brand advertising (p. 221)
Public relations (p. 224)
Online branding, social media and mobile applications (p. 224)
Customer and citizen relationship management (p. 225)
Nation brand ambassadors (p. 226)
Internal brand management (p. 226)
Diaspora mobilization (p. 227)
Nation days (p. 228)
The naming of nation brands (p. 228)
Performance measurement (p. 229)
Institutions involved in nation branding (p. 229)
Academic perspective: Community-based country brand: 'I feel Slovenia' (p. 230)
Practitioner insight: The potential of social media for diplomats and small country nation branding (p. 232)
Case: Branding Korea (p. 233)
Case: Malaysia's nation branding (p. 239)
Summary (p. 243)
Discussion points (p. 243)
References (p. 244)
10 Future Horizons for Nation Branding (p. 247)
Key points (p. 247)
Introduction (p. 247)
A shift away from anglocentric paradigms (p. 247)
Improved coordination of nation branding strategy (p. 248)
Increasing adoption of brand management techniques (p. 248)
Rising impact of citizen-generated media (p. 250)
Sonic branding (p. 251)
An alternative terminology for nation branding? (p. 252)
Nation branding as a driver of sustainable development (p. 252)
The ICON model of nation branding (p. 252)
Academic perspective: Public diplomacy, nation branding and soft power (p. 254)
Case: A road map for Finland's nation branding (p. 256)
Case: The impact of African design on corporate and nation brands across the continent (p. 261)
Summary (p. 265)
Discussion points (p. 266)
References (p. 266)
Glossary (p. 269)
Index (p. 271)

Author notes provided by Syndetics

Keith Dinnie, PhD, is a faculty member at Middlesex University, 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, including: International Marketing Review and Journal of Brand Management. He has also delivered keynote speeches, workshops, seminars and conference presentations across the world.