Competitive Identity: The New Brand Management for Nations, Cities and Regions

ISBN-13: 9780230500280 / Angielski / Twarda / 2006 / 150 str.

S Anholt

Opis

Ever since Simon Anholt coined the phrase "Nation Branding" a decade ago, 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 unique experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity.

Spis treści

What is Competitive Identity? The Theory of Competitive Identity Understanding National Image Planning for Competitive Identity Implementing Competitive Identity Competitive Identity and Development

O autorze

Simon Anholt is the leading authority on managing national identity and reputation. He is the British Government's advisor on Public Diplomacy, and has advised the governments of the Netherlands, Jamaica, Tanzania, South Korea, Sweden, Botswana, Germany, the Baltic Sea Region, Bhutan, Ecuador, New Zealand, Switzerland and Slovenia, as well as organisations including the United Nations, the World Economic Forum and the World Bank. He is a Parliamentarian of the European Cultural Parliament and Founding Editor of the quarterly journal, Place Branding and Public Diplomacy. His books include Another One Bites The Grass; Brand New Justice (which deals with the role of brands in economic development), and Brand America, (which charts the rise and fall of America's reputation). He is also a co-author of Beyond Branding, The Economist's Brands and Branding, Heritage and Identity and Destination Marketing. He is the founder of the Anholt Nation Brands Index and City Brands Index.