Time to re-think?

ISBN-13: 9783845421575 / Angielski / Miękka / 96 str.

Lisa Stenberg; Jerry Koskela

Opis

Today our world is branded. Creating a strong brand is not only for consumer goods anymore, but also for places and countries. A country brand might be compared to a commercial brand of a large corporation. A corporation has its center of operations, a country has its capital; a corporation has its emblem, a country its flag.Brands are intangible possessions that can develop into value for almost everyone. From an organizational perspective, a profitable brand enables a product or service to preserve a high level of consumer tolerance, often in the face of significant competition Nandan. Identity is the signals that an organization or a country sends out to the environment. In the discourse of a certain country, the fundamental discussion is often based on the overall perception of the country. These perceptual factors might be situated in security, infrastructure, cultural norms or tourism. The countries we do have good experiences from we discuss in a good spirit and vice versa. The aim of this book is to develop a model in order to define country brand identity, not only for the Philippines but also, for all countries.

O autorze

Lisa Stenberg and Jerry Koskela both graduated from the School of Business and Ecnomics at Linnaeus University in Vaxjo Sweden the year of 2011. "Time to re-think?" is their final thesis, conducted in the Philippines during two months of field studies.