Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches

Book excerpt: By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.