Publishing house Henry Stewart has released a very interesting presentation by nation branding expert Keith Dinnie. As most people into the field know, Mr. Dinnie is Associate Professor of Business at Temple University, Japan, and is the author of the world’s first academic textbook on nation branding, Nation Branding – Concepts, Issues, Practice.
In this spoken word presentation, Dinnie examines nation branding relevant topics such as the objectives of nation branding, its evolution, how to reduce the identity-image gap, how to project a true and accurate country image, the concepts of brand positioning and of brand equity , the category flow model of nation branding, the brand architecture concept, how to develop a nation branding strategy, nation brand touchpoints as well as ethical issues related to nation branding.
If you want to watch the presentation, click here.
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