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.
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.
Part I: Scope and Scale of Nation Branding 1. The Relevance, Scope and Evolution of Nation Branding 2. Nation Brand Identity, Image and Positioning 3. Nation Brand Equity Part II: Conceptual Roots of Nation Branding 4. Nation Branding and the Country-of-Origin Effect 5. Nation Branding and National Identity 6. From Country-of-Origin and National Identity to Nation Branding Part III: Ethical and Pragmatic Issues in Nation Branding 7. Ethical Issues in Nation Branding 8. Pragmatic Challenges to the Nation Branding Concept Part IV: Current Practice and Future Horizons for Nation Branding 9. Elements of Nation Branding Strategy 10. Future Horizons for Nation Branding