Sisällysluettelo:
“…Introduction -- Overview -- Key objectives of nation
branding -- Key challenges in nation
branding -- Objections to nation
branding -- Reducing the identity-image gap -- Country image -- Evolution of nation
branding -- Product-nation brand continuum -- The brand positioning concept -- Nation brand positioning platforms -- Brand equity -- Nation brand equity (NBEQ) structure -- Innate assets in NBEQ -- Nurtured assets in NBEQ -- Vicarious assets in NBEQ -- Disseminated assets in NBEQ -- Category flow model of nation
branding -- Category flow model - anticipation -- Category flow model - complexity -- Category flow model - cultural expressiveness -- Category flow model - encapsulation -- Category flow model - engagement -- Fully inclusive stakeholder approach -- Public sector organizations -- Private sector organizations -- Citizen groups -- The brand architecture concept -- Nation brand architecture model -- Nation
branding strategy development -- Strategy tools and techniques -- Nation brand touchpoints -- Planned vs. unplanned brand touchpoints -- Ethical issues in nation
branding -- Who has the right to be the nation brand manager? …”
Satakunnan ammattikorkeakoulu
Tallennettuna: