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Competitive Identity: The New Brand Management For Nations, Cities And Regions

Competitive Identity: The New Brand Management For Nations, Cities And Regions

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  • ISBN:9780230500280
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:Tapa dura
  • Dimensiones: 16 cm x 23 cm
  • Nº Pág.:160
  • Idiomas:Ingles,Inglés

Materias:

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.

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

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