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Following our interview with Keith Dinnie , here comes a brief introduction and summary of his latest book, Nation Branding — Concepts, Issues, Practice 2nd edition, , Routledge. 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. By engaging the perspectives and experience of an eclectic group of international academics and practitioners he provides one of the most insightful treatises on the subject to date.
This new edition will enable readers to explore new theories, concepts and frameworks to shape nation branding. But there is still a huge amount of ignorance within city, region and country governments regarding how to adapt the techniques of branding to their own unique contexts.
Hence the need for the second edition of the book. Dinnie has also delivered keynote speeches, workshops, seminars and conference presentations across the world. Read our interview with Keith Dinnie here. Want to stay up to date on latest place branding insights, strategies, stories and examples? Join our mailing list! Updates to the second 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 business people 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.
Read this book to learn about: The relevance, scope and evolution of nation branding Nation brand identity, image and positioning Nation brand equity The country-of-origin effect Nation branding and national identity From country-of-origin and national identity to nation branding Ethical issues in nation branding Pragmatic challenges to the nation branding concept Current practice and future horizons for nation branding About Keith Dinnie Keith Dinnie, PhD, is a faculty member at Middlesex University, UK, and the founder of Brand Horizons.
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Keith Dinnie and Brand Horizons
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. New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives;.
Nation Branding: Concepts, Issues, Practice (2nd Edition)