Download or read book Branded Nation written by James B. Twitchell and published by Simon and Schuster. This book was released on 2004-09-08 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell brilliantly demonstrates in this witty, insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows. The rise of the megachurch epitomizes branding in religion. From its inception the megachurch was designed not to compete with other churches but to bring in the "unchurched," especially men, worshippers who might otherwise be home watching television or strolling through the mall on a Sunday morning. The megachurches have been phenomenally popular, none more so than Willow Creek Community Church, just south of Chicago, one of the oldest megachurches, which Twitchell analyzes in Branded Nation. Colleges and universities have embraced branding as they have grown more alike. Especially among the top schools in the country, the student bodies, the faculties, often even the campuses themselves are practically interchangeable. What distinguishes each school is the story it tells about itself. Now every institution of higher learning has its image organizers, its brand managers, usually in the admissions or development offices, whose job it is to make their institution seem different from all the rest. Even museums, with their multimillion-dollar Monets, have seen the advantages of branding. The blockbuster exhibitions often put familiar paintings in a new context, that is, they provide a new narrative, branding the art. Museums keep expanding their stores, placing them not just near the entrance on the ground floor but throughout the museum, in the galleries themselves. Some museums, such as the Guggenheim, even franchise themselves, turning the institution itself into a brand. In short, high culture is beginning to look more and more like the rest of our culture. In perhaps his most subversive observation, Twitchell doesn't condemn the branding of cultural institutions. On the contrary, he believes that branding may be invigorating our high culture, bringing it to new audiences, making it a more integral part of our lives. Not since Bobos in Paradise has there been such a trenchant, provocative analysis of our world.

Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Download or read book Branding the Nation the Place the Product written by Ulrich Ermann and published by Routledge. This book was released on 2017-11-22 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is a profoundly geographical type of commodification process. Many things become commodities that are compared and valuated on markets around the globe. Places such as cities or regions, countries and nations attempt to acquire visibility through branding. Geographical imaginations are evoked to brand goods and places as commodities in order to show or create connections and add value. Yet, not all that is branded was originally intended and created for markets. This volume aims to broaden current understanding of branding through a series of contributions from geography, history, political studies, cultural, and media studies, offering insight into how ordinary places, objects and practices become commodities through branding. In so doing, the contributions also show how nation, place and product as targets of branding can be seen as intertwined. To discuss these forms of branding, book chapters refer to states, cities, holiday destinations, food malls, movies, dances, post stamps and other items that serve as brands and/or are branded. The book will be of interest to students and scholars in geography, sociology, history, cultural studies and business studies who would like to gain an understanding of the intricate and surprising ways in which things, places, and cultural practices become brands.

Download or read book Nation Branding in Modern History written by Carolin Viktorin and published by Berghahn Books. This book was released on 2018-08-24 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Download or read book Nation Branding Public Relations and Soft Power written by Pawel Surowiec and published by Routledge. This book was released on 2016-08-05 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs. Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.

Download or read book Brand Singapore written by Koh Buck Song and published by Marshall Cavendish International Asia Pte Ltd. This book was released on 2011-08-15 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Without nation branding, there would be no Singapore. Reputation is precious. Top talent and hot money gravitate only to the most attractive, respected nations. For a country as small and as young as Singapore, its brand is its most valuable asset. Singapore’s stunning ascent from Third World to First World in a matter of 30 years was spearheaded by a concerted, closely-coordinated programme of nation branding. Brand Singapore helped to attract the investments, business, trade, tourism and talented human resources that are the lifeblood of a successful nation. Today, the city-state is known internationally as a dynamic, safe, corruption-free place to do business, a Garden City, and increasingly, a vibrant city of culture and the arts. In global surveys of quality of life, Singapore regularly tops the charts. How did Singapore create this country brand, cultivate and guard it, sell it to its “shareholders”, and make it known to the world? Drawing on two decades in the nation branding game, Koh Buck Song offers an illuminating inside look at – and candid critique of – a country brand that is as rich in resource as it is potent with promise.

Download or read book How to Brand Nations Cities and Destinations written by T. Moilanen and published by Springer. This book was released on 2008-12-14 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Download or read book Brand New Nation written by Ravinder Kaur and published by Harper Collins. This book was released on 2021-08-01 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: The early twenty-first century was an optimistic moment of global futures-making. The old 'third-world' nations were rapidly embracing the script of unbridled capitalism in the hope of arriving on the world stage. Brand New Nation reveals the on-the-ground experience of the relentless transformation of the nation-state into an attractive investment destination for global capital. The infusion of capital not only rejuvenates the nation, it also produces investment-fuelled nationalism, a populist energy that can be turned into a powerful instrument of coercion. Grounded in the history of modern India, the book reveals how the forces of identity economy, identity politics, publicity, populism, violence and economic growth are rapidly rearranging the liberal political order the world over.

Download or read book Competitive Identity written by Simon Anholt and published by Springer. This book was released on 2006-11-13 with total page 147 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Download or read book Brand New The Shape of Brands to Come written by Wally Olins and published by Thames & Hudson. This book was released on 2014-04-22 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.

Download or read book Research Companion to Language and Country Branding written by Irene Theodoropoulou and published by Routledge. This book was released on 2020-11-16 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.

Download or read book Branding the Nation written by Melissa Aronczyk and published by Oxford University Press. This book was released on 2013-10-03 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: What 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? Branding the Nation offers a unique critical perspective on the power of brands to affect how we think about space, value and identity.

Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth. 20,000 first printing.

Download or read book Branded Bodies Rhetoric and the Neoliberal Nation State written by Jennifer Wingard and published by Lexington Books. This book was released on 2012-11-29 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branded Bodies, Rhetoric, and the Neoliberal Nation-State, by Dr. Jennifer Wingard,explores how neoliberal economics has affected the rhetoric of the media and politics, and how in very direct, material ways it harms the bodies of some of the United States’ most vulnerable occupants. The book is written at a moment when the promise of the liberal nation state, in which the government purports to care for its citizens through social welfare programs financed by state funds, is eroding. Currently, state policies are defined by neoliberal governmentality, a form which privileges privatization and individual personal responsibility. Instead of the promise of citizenship and the protections that come with it, or “the American Dream” to use a more common euphemism, the state uses certain bodies that will never be accepted as citizens as an underclass in service of capital (think “Guest Worker Programs”). And those underclassed “bodies” are identified through branding. In order to demonstrate just how damaging branding has become, Wingard offers readings of key pieces of legislation on immigration and GLBT rights and their media reception from the past twenty years. By showing how brands are assembled to create affective threats, Branded Bodies, Rhetoric, and the Neoliberal Nation-State articulates how dangerous the branding of bodies has become and offers rhetorical strategies that can repair the damage to bodies caused by political branding. Branded Bodies, then, is an intervention into the rhetorical practices of the nation-state. It attempts to clarify how the nation state uses brands to forward its claims of equality and freedom all the while condemning those who do not “fit in” to particular categories valued by the neoliberal state.

Download or read book Nation Branding and International Politics written by Christopher S. Browning and published by McGill-Queen's Press - MQUP. This book was released on 2023-10-15 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation branding is regarded as essential for competitiveness among countries, but the idea of branding nations is often derided as lacking seriousness. While nation branding has been on the radar of scholars of marketing, communication, and media studies, as well as political geography for decades, it has only made a small dent into the international relations field. In Nation Branding and International Politics Christopher Browning argues that international relations should take nation branding seriously. Nation branding not only involves the issues of culture, identity, and status – which are of principal concern to IR – but it is also a different and potentially fruitful way of reconceptualizing statehood. Mobilizing work on ontological security, anxiety, status, and distinction, and grounding the analysis in a broader historical context, Browning finds that nation branding is politically significant, though not necessarily for the reasons its advocates claim. Specifically, the book raises important questions about nation branding’s influence on the constitution of national identity, the reframing of citizenship, and the topography of contemporary geopolitics. Nation Branding and International Politics considers how status, prestige, and reputation are constructed and maintained in international society, and how, perhaps, this construction and maintenance may be changing – just as the practice of nation branding is changing.