Welcome to Brand Horizons

     

Brand Horizons is a branding consultancy founded by Dr Keith Dinnie MA, MSc, PhD, author of the world's first academic textbook on nation branding, Nation Branding: Concepts, Issues, Practice (Butterworth Heinemann, 2008). Keith Dinnie is Academic Editor of the leading Palgrave Macmillan journal Place Branding and Public Diplomacy. He is Associate Professor of Business at Temple University Japan Campus (TUJ) in Tokyo.

Praise for Dr Keith Dinnie's book Nation Branding: Concepts, Issues, Practice (Butterworth-Heinemann 2008)

"A fascinating and thought-provoking read for branding and marketing practitioners, but perhaps above all for all of us who care about how our countries are portrayed and perceived!"
(Jeremy Brinkworth FTS, Head of Industry Services, Visit England)

"This book by Keith Dinnie is an excellent introduction to the wide contours of this subject... Dinnie sets ambitious goals for himself at the beginning but makes good on his promise. There are two specific strengths to this book: its global coverage and its interdisciplinary approach... The interdisciplinary approach of the author is particularly strong, enabling him to put nation branding into a larger context. He focuses not only on the economic implications of nation branding but also on the central importance of cultural, ethnic, social, political, and historical factors to a full understanding of the subject. Inspired by his broad view, I am prompted to wonder if the real challenge for the future, now that the world is facing so many problems on a global scale, will be to acknowledge a fundamental need for both a national identity that focuses on differences between peoples and a global identity that focuses on similarities between peoples... Keith Dinnie's fine book, with its cosmopolitan outlook, is a great beginning."
(Alan T. Wood, Journal of Marketing, May 2009, Volume 73, Number 3)

"Keith Dinnie's book, Nation Branding: Concepts, Issues, Practice, is both timely and relevant... It is a very thoughtful contribution for both marketing scholars and practitioners. For scholars, it may either broaden their perspective on the discipline of branding or serve as a starting point for additional research. The book also offers worthwhile supplemental reading for any undergraduate or graduate course on marketing, branding, international business, public diplomacy, and international relations. For scholars who may want to create a seminar or teach a course about nation branding, this book is a 'must-buy'... For practitioners and especially government officials and policy makers in economic development, export promotion agencies, and tourism organizations, this book includes many hands-on examples and very useful information."
(Marc Fetscherin, Journal of Marketing, May 2009, Volume 73, Number 3)

"In Nation Branding: Concepts, Issues, Practice, author Keith Dinnie explains the complexities of nation branding in straightforward prose, supplementing each of the ten chapters with poignant and revealing case studies. Industry experts will learn how traditional strategies and concepts such as brand equity, competitive identity, and internal branding relate to the growing and compelling business of nation branding."
(brandchannel.com)

"This is one of the few books in the field and it is easy to read, with useful lists of references following each chapter. Certainly one for the shelf if you are at all interested in the subject."
(Gary Davies, Journal of Brand Management, 2009, Volume 16, Number 8)

"This is a very straightforward, practical text... Dinnie continually emphasizes the differences between marketing consumer products and marketing nations."
(Andrew J. Sutter, Nikkei Business Management, Spring 2008)

"Nation Branding: Concepts, Issues, Practice"
by Dr Keith Dinnie (Butterworth Heinemann, 2008)

Nation branding is a controversial topic that has attracted increasing attention in recent years. Global interest in nation branding has been stimulated as more and more governments around the world attempt to apply the techniques of brand management to their nations. Using a blend of academic theory and real world practice, this book explores in a readable style the key concepts in nation branding. The book also focuses upon the issues that must be addressed as nations turn to the techniques of branding in order to boost their export performance, attract inward investment, increase tourism, and attract talent in terms of university students and skilled workers.

>> See the contents of the book