Nation branding [electronic resource] / Keith Dinnie.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Exporting, international and global marketing management: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (48 min.) : color, sound)Subject(s): Branding (Marketing) | International business enterprises -- Management | National characteristicsOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Objectives of nation branding -- Reducing the identity-image gap -- Evolution of nation branding -- The brand positioning concept -- Brand equity -- Category flow model of nation branding -- Public sector organizations -- The brand architecture concept -- Nation branding strategy development -- Nation brand touchpoints -- Ethical issues -- Projecting a true and accurate country image.
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Mode of access: World Wide Web.