ESCP Europe

This book demonstrates why nations are embracing the principles of brand management and also provides some background depth on the context and the nature of nations branding. Therefore, the scope of the book encompasses wider issues related to national identity, sustainable development and political awareness, in addition to the more familiar branding themes of brand identity, brand image, brand positioning, brand equity and so on. The book provides : an overview of its kind on nation branding ; a blend of academic theory and real world practice ; an adaptation of existing brand theory to the emerging domain of nation branding. ; a rich range of international examples and over 20 contributions by leading experts from countries as diverse as France, Japan, South Africa, Egypt, Brazil, and many more.