Place branding and product-place image effects [electronic resource] / Nicolas Papadopoulos.
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 (91 min.) : color, sound)Subject(s): Brand name products -- Management | Branding (Marketing) | International business enterprises -- ManagementOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Importance of place and nation branding, and its evolution over time -- Place images in business, government and everyday life -- The role of images in branding, and of branding and symbolism in perception and marketing -- Components and characteristics of place images -- Challenges to effective place branding -- Main ingredients and strategic approaches to successful branding of places.
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Mode of access: World Wide Web.