Competitive Identity

The New Brand Management for Nations, Cities and Regions
1. Auflage 2007
ISBN: 978-1-349-35243-2
Verlag: Palgrave Macmillan UK

Buch, Englisch, 147 Seiten, Paperback, Format (B × H): 152 mm x 229 mm, Gewicht: 231 g

Ever since Simon Anholt coined the phrase 'Nation Branding, there has been more and more interest in the idea that countries, cities and regions can build their brand images. This authoritative book considers how commercial brand management can really be applied to places and shows how places can build and sustain their competitive identity.

Zielgruppe

Research

Autoren/Hrsg.

Anholt, Simon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Sozialwissenschaften Politikwissenschaft Internationale Beziehungen
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

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

Über Autor(innen)

Simon Anholt is the leading authority on managing national identity and reputation. He is the British Government's advisor on Public Diplomacy, and has advised the governments of the Netherlands, Jamaica, Tanzania, South Korea, Sweden, Botswana, Germany, the Baltic Sea Region, Bhutan, Ecuador, New Zealand, Switzerland and Slovenia, as well as organisations including the United Nations, the World Economic Forum and the World Bank. He is a Parliamentarian of the European Cultural Parliament and Founding Editor of the quarterly journal, . His books include (which deals with the role of brands in economic development), and , (which charts the rise and fall of America's reputation). He is also a co-author of , The Economist's and . He is the founder of the Anholt Nation Brands Index and City Brands Index.