Branding the Nation, the Place, the Product

ISBN-13: 9781138228184 / Angielski / Twarda / 2017 / 166 str.

Ulrich Ermann; Klaus-Jurgen Hermanik

Opis

This book explores contemporary practices of brand management through the multiple levels of nation, place and product. It adopts an interdisciplinary approach and draws on international case studies to examine recent phenomena in branding and to demonstrate how nation branding, place branding and product branding are substantially interwoven. It focuses on rethinking branding as a process that works through the assemblage and blurring of a multiplicity of scales, and through a variety of ‘objects’ that are differently communicated, intertwined and commodified through branding. This innovative book will be of interest to geography, sociology, cultural studies and business studies.

Spis treści

1. Introduction Ulrich Ermann and Klaus-J Hermanik  2. Origination: the geographies of brands and branding Andy Pike 3. The State Branding of US Postage Stamps for State Commemorative Years: From Heritage, Iconography and Place to Placelessness Stanley D. Brunn  4. Ghostly cities: some notes on urban branding and the imagining of places Alberto Vanolo 5. Becoming Eataly: the magic of the mall & the magic of the brand Annalisa Colombino  6. The on-screen branding and rebranding of identity politics in Cyprus Costas Constandinides  7. Tango Argentino as a nation brand Rita Rieger  8. Tourism, Nation-Branding and the Commercial Hegemony of Nation-building in the post-Yugoslav states Florian Bieber  9. Promoting the nation in Austria and Switzerland: A pre-history of nation branding Oliver Kühschelm