"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for manag

Inhaltsangabe:Abstract: "Made in Germany" is often regarded to be a guarantor for quality and reliability and German companies have a global reputation for manu

National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" t

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate