Competitive identity the new brand management for nations, cities and regions
"Ever since Simon Anholt coined the phrase "nation branding" in 1996, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke ; New York, NY
Palgrave Macmillan
2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents only Klappentext Inhaltsverzeichnis |
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| 520 | 1 | |a "Ever since Simon Anholt coined the phrase "nation branding" in 1996, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques of commercial brand management can really be applied to places. For the first time, in this authoritative new book, Anholt shares his insights and experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity."--BOOK JACKET. | |
| 650 | 4 | |a Internationale Politik | |
| 650 | 4 | |a Competition, International | |
| 650 | 4 | |a Place marketing | |
| 650 | 4 | |a Product management | |
| 650 | 4 | |a International relations | |
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Datensatz im Suchindex
| _version_ | 1819644730717241344 |
|---|---|
| adam_text | Ever since Simon
branding in
interest in the idea that countries, cities and regions
can build and manage their brand ¡mages. But,
until now, there has been little guidance and little
agreement on how the techniques of commercial
brand management can really be applied to places.
For the first time, in this authoritative new book,
Anholt
field, and shows in detail what countries, cities
and regions can do to build and sustain their
competitive identity.
щм
re
Lisi
vii
List of Tables
ix
Introduction
xi
1
1
Why branding has a bad brand
3
What is a brand?
4
Brand management and the nation
7
Country of origin effect
9
Public diplomacy
12
Marketing and governance
15
Why the age of Competitive Identity has come
19
The need for standards
21
2
25
Where national reputation comes from
25
Dealing with reputation
27
The benefits of Competitive Identity
28
Implementing Competitive Identity
30
Brand-informed policy
31
The virtuous circle of Competitive Identity
34
Propaganda and Competitive Identity
37
Belligerent branding
41
3
43
When nation brands change
46
When nation brands don t change
54
The self-images of countries
56
Measurine citv brands
59
4
Dealing with an information gap
Analysing the Competitive Identity task
Getting attention
Building the
Developing the identity; developing the strategy
The structures of power
Communicating the Competitive Identity strategy
5
Tourism and Competitive Identity
Brands and Competitive Identity
Using country of origin more creatively
Culture and Competitive Identity
Making culture magnetic
The population and Competitive Identity
Education and Competitive Identity
Sport and Competitive Identity
Poetry, ceremony and ritual 111
6
Competitive Identity and the transition economies
Africa and the continent branding effect
Competitiveness beyond capitalism
Notes
Index
|
| any_adam_object | 1 |
| author | Anholt, Simon |
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| classification_rvk | QY 000 |
| ctrlnum | (OCoLC)255414979 (DE-599)BVBBV022196307 |
| dewey-full | 910.68/8 658.827 |
| dewey-hundreds | 900 - History & geography 600 - Technology (Applied sciences) |
| dewey-ones | 910 - Geography and travel 658 - General management |
| dewey-raw | 910.68/8 658.827 |
| dewey-search | 910.68/8 658.827 |
| dewey-sort | 3910.68 18 |
| dewey-tens | 910 - Geography and travel 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften Geographie |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV022196307 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T19:54:31Z |
| institution | BVB |
| isbn | 0230500285 9780230500280 |
| language | English |
| lccn | 2006050177 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015407798 |
| oclc_num | 255414979 |
| open_access_boolean | |
| owner | DE-739 DE-634 DE-384 DE-2070s DE-N2 DE-11 DE-473 DE-BY-UBG DE-B170 |
| owner_facet | DE-739 DE-634 DE-384 DE-2070s DE-N2 DE-11 DE-473 DE-BY-UBG DE-B170 |
| physical | XIII, 134 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spellingShingle | Anholt, Simon Competitive identity the new brand management for nations, cities and regions Internationale Politik Competition, International Place marketing Product management International relations Internationaler Wettbewerb (DE-588)4027415-9 gnd Regionales Marketing (DE-588)4388526-3 gnd |
| subject_GND | (DE-588)4027415-9 (DE-588)4388526-3 |
| title | Competitive identity the new brand management for nations, cities and regions |
| title_auth | Competitive identity the new brand management for nations, cities and regions |
| title_exact_search | Competitive identity the new brand management for nations, cities and regions |
| title_full | Competitive identity the new brand management for nations, cities and regions Simon Anholt |
| title_fullStr | Competitive identity the new brand management for nations, cities and regions Simon Anholt |
| title_full_unstemmed | Competitive identity the new brand management for nations, cities and regions Simon Anholt |
| title_short | Competitive identity |
| title_sort | competitive identity the new brand management for nations cities and regions |
| title_sub | the new brand management for nations, cities and regions |
| topic | Internationale Politik Competition, International Place marketing Product management International relations Internationaler Wettbewerb (DE-588)4027415-9 gnd Regionales Marketing (DE-588)4388526-3 gnd |
| topic_facet | Internationale Politik Competition, International Place marketing Product management International relations Internationaler Wettbewerb Regionales Marketing |
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