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.
The new edition of Nation Branding 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 the new edition include:
- new international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more, and
- new contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives;
This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
This Companion Website supports the book with invaluable instructor aids including PowerPoint presentations for each chapter and a complete instructor manual.
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.Book Information Complimentary Exam Copy