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Author: Eugene D. Jaffe
Publisher: CBS Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image. "
Author: Eugene D. Jaffe
Publisher: CBS Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 244
Get Book Here
Book Description
"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image. "
Author: Eugene D. Jaffe
Publisher: Copenhagen Business School Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.
Author: Peter Schulz
Publisher: diplom.de
ISBN: 3832456961
Category : Business & Economics
Languages : en
Pages : 119
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Book Description
Inhaltsangabe:Abstract: "Made in Germany" is often regarded to be a guarantor for quality and reliability and German companies have a global reputation for manufacturing products that are superior to products of companies with a non-German identity. This thesis analyses the internationalisation process of the national image of "Made in Germany" with particular regard to Western Australia. The thesis starts with an assessment of recent developments in the global business environment before going on to highlight internationalisation strategies in general and the specific impact of culture on internationalisation. Subsequently, the paper focuses on the German context by presenting issues associated with the identity commonly attributed to Germans, including national identity, German culture, and German management styles and principles. An evaluation of the "country-of-origin" phenomenon, with a specific look at the case of "Made in Germany", and an assessment of German companies in the international arena conclude the section on the German context. A further focus of the thesis is the connection between Germany and Australia, specifically the attractiveness of the Western Australian market and German business presence in Australia. The method of research consists of two major parts: a theoretical framework and a empirical analysis. The theoretical framework is based on a study of literature and provides the foundation necessary for the empirical analysis. The empirical analysis consists of the collection of primary data by means of a questionnaire and the statistical interpretation thereof. The questionnaire was specifically compiled for this thesis. Findings of the paper include that "Made in Germany" is generally considered to be a competitive advantage over companies with a non-German national identity. Both the theoretical framework and the empirical analysis indicate that the national image of Germany and its accompanying positive reputation has been introduced successfully to Western Australia, although German companies operating within Australia seem to adopt a "Be German, Act Australian" approach. A German dominance prevails in the ownership of the organisation while nationality of staff, in-house business culture and management styles and principles are predominantly non-German/Australian. Respondents thus act and are global and local at the same time. Inhaltsverzeichnis:Table of Contents: List of Tables and Figuresiii Executive [...]
Author: Melissa Aronczyk
Publisher: Oxford University Press
ISBN: 0190240695
Category : Social Science
Languages : en
Pages : 256
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Book Description
National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.
Author: Keith Dinnie
Publisher: Routledge
ISBN: 1317681940
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136346635
Category : Business & Economics
Languages : en
Pages : 393
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Book Description
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
Author: Dr Eirini Vlassi
Publisher: Academic Conferences and publishing limited
ISBN: 1914587685
Category : Business & Economics
Languages : en
Pages : 549
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Book Description
Author: Andy Pike
Publisher: Edward Elgar Publishing
ISBN: 0857930842
Category : Business & Economics
Languages : en
Pages : 381
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Book Description
'The volume edited by Andy Pike includes contributions by several leading figures in the study of brands, places and place branding. . . However, this is not what makes the book a welcome addition to the literature. What really makes the book interesting is actually the brave attempt to deal with an intrinsically difficult topic, one that is rarely – if ever – explored: the relationship between brands and branding with the places in and around which these operate. Several facets of this relationship are explored in the book. . . The book is introduced nicely by Andy Pike in a chapter that sets the scene and clarifies the intentions of the book. . . I am glad the first book to handle these issues is on my shelves.' – Mihalis Kavaratzis, Regional Studies 'An incomparably rich trove of work on the multifarious and contradictory "entanglements" between space, place, and brand. The volume helps us understand how and why "places of origin" play an ever greater role in the marketing of commodities, even while corporations continue to seek "placelessness" in pursuit of the bottom line. And it illuminates how and why entrepreneurial governments seeking to enhance global competitiveness increasingly turn to place branding – at the neighborhood, urban, and national scale – even while launching rounds of restructuring that undercut the authenticity and viability of local identities. A valuable and accessible contribution to the urban studies and cultural studies literature.' – Miriam Greenberg, University of California, Santa Cruz, US 'An important effort to pull together multidisciplinary research on the spatial dimensions of brands and branding in an international context.' – John A. Quelch, Harvard Business School, US Despite overstated claims of their 'global' homogeneity, ubiquity and contribution to 'flattening' spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context. The eminent contributors, leaders in their respective fields, present critical reflections and synthesis of a range of conceptual and theoretical frameworks and methodological approaches, incorporating market research, oral history, discourse and visual analyses. They reflect upon the politics and limits of brand and branding geographies and map out future research directions. The book will prove a fascinating and illuminating read for academics, researchers, students, practitioners and policy-makers focusing on the spatial dimensions of brands and branding.
Author: Francisco J. Martínez-López
Publisher: Springer
ISBN: 3319920847
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
This book presents the latest research on national brand and private label marketing – in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age".
Author: Huabin Wang
Publisher: Springer Nature
ISBN: 9811962588
Category : Language Arts & Disciplines
Languages : en
Pages : 239
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Book Description
This book proposes a critical public relations approach to analyzing crisis communication with Malaysia Airlines flight 370 (MH370) disappearance (2014-2018) as a case study. It examines the discursive process of Malaysia’s crisis response and image building, tracing Malaysia Airlines during the immediate response and the Malaysian establishment until the official suspension of the underwater search. The study features a critical discourse analysis of 84 national media texts and 85 response statements, focusing on three aspects: the national media representations of Malaysia’s image, the national carrier and the government’s rhetorical strategies of delivering stances and actions, and the dynamic process of image reconstruction and national recovery. The present project contributes to the current research area by integrating both linguistic and public relations perspectives, and more importantly, by highlighting the ideological impact instead of merely behavioral effectiveness in modern communication research. Target readers may find their interest in corporate crisis communication, critical inquiry about political public relations, and the MH370 incident in general.
