Welcome to Brand Horizons
Brand Horizons is a branding consultancy founded by Dr Keith Dinnie MA, MSc, PhD, author of Nation Branding: Concepts, Issues, Practice (Butterworth Heinemann, 2008). Brand Horizons delivers brand-focused seminars and workshops endorsed by the leading Palgrave Macmillan journals Journal of Brand Management and Place Branding and Public Diplomacy. Dr Keith Dinnie is Associate Professor of Business at Temple University Japan Campus (TUJ) in Tokyo. He also lectures and consults in the UK and internationally for a range of private and public sector organisations.
"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.
Contents
Preface
Acknowledgements
About the author
About the contributors
PART 1: Scope and scale of nation branding
Chapter 1: The relevance, scope and evolution of nation branding
Country case insight South Africa (Yvonne Johnston, Chief Executive Officer of the International Marketing Council of South Africa)
Introduction
Defining ‘brand’ and ‘nation-brand’
Academic perspective: Adapting brand theory to the context of nation branding (Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, United Kingdom)
Why countries engage in nation branding
The evolution of nation branding
Practitioner insight: From nation branding to competitive identity – the role of brand management as a component of national policy (Simon Anholt, Government Policy Advisor and Author)
Nation branding issues and initiatives
Germany
Scotland
New Zealand
South Korea
Egypt
Spain
Britain
Summary
References
Chapter 2: Nation-brand identity, image and positioning
Country case insight Egypt (ZAD Group, Cairo, Egypt)
Introduction
Identity versus image
The facets of nation-brand identity
Deconstructing nation-brand image
Conceptual model of nation-brand identity and image
Academic perspective: Re-positioning Nepal in global public opinion and markets: place-branding for sustainable economic development (Dipak Pant, Professor of Anthropology and Economics, Università Carlo Cattaneo, Italy)
Positioning the nation-brand
Liberation through modularity
Summary
References
Chapter 3: Nation-brand equity
Country case insight Chile (Christian Felzenstein, Professor of International Marketing, Universidad Austral de Chile, Valdivia, Chile)
Introduction
Alternative perspectives on brand equity
Consumer perspective
Financial perspective
Academic perspective: A CRM perspective on Nation Branding (Francis Buttle, formerly Professor of Marketing and Customer Relationship Management, Macquarie Graduate School of Management, Sydney, Australia)
Sources and dimensions of nation-brand equity
Internal assets
Innate assets: iconography, landscape, culture
Nurtured assets: internal buy-in, support for the arts
External assets
Vicarious assets: country image perceptions, external
portrayal in popular culture
Disseminated assets: brand ambassadors, the diaspora, branded exports
Summary
References
PART 2: Conceptual roots of nation branding
Chapter 4: Nation branding and the country-of-origin effect
Country case insight Switzerland (Martial Pasquier, Professor of Public Management and Marketing, Swiss Graduate School of Public Administration, IDHEAP, Lausanne, Switzerland)
Introduction
Overview of country-of-origin research
Country-of-origin and brands
Country-of-origin and services
Country-of-origin and the product life cycle
Country-of-origin and demographics
Country-of-origin and ethnocentrism
Practitioner insight: Inverting the country-of-origin effect: how Portuguese firm Ecoterra leverages ‘country-of-sell’ effect (Joao Freire, Brand Consultant for MMG Worldwide)
Country-of-origin and social identity
Country-of-origin and semiotic theory
Country-of-origin perceptions in flux over time
Combatting a negative country-of-origin bias
Country case insight Nevis (Elsa Wilkin-Armbrister, Graduate Teaching Assistant, University of Strathclyde, United Kingdom)
Summary
References
Chapter 5: Nation branding and national identity
Country case insight Russia (Vladimir Lebedenko, Deputy Director of Department for Relations with the Subjects of the Federation, the Parliament, Public and Political Organizations, Ministry of Foreign Affairs of the Russian Federation)
Introduction
Fundamental features of national identity
The nation as an imagined community
Invented tradition
Cultural elements of national identity
High-context cultures and low-context cultures
Individualism/Collectivism
Ethnocentrism
Language
Literature
Music
Food and drink
Sport
Architecture
Practitioner insight: Sonic branding – capturing the essence of a nation’s identity (Dan Jackson, Author and Consultant)
Attitudes and national stereotypes
Summary
References
Chapter 6: From country-of-origin and national identity to nation branding
Country case insight Brazil (Renata Sanches, Senior-Consultant and Project Unit Coordinator of APEX-Brasil and Flavia Sekles, Executive Director of the Brazil Information Center)
Introduction
National identity and country-of-origin: areas of commonality
Branding’s differentiating power
Practitioner insight: Greek olive oil – the paradox of a product and a national icon (Anthony Gortzis, Vice-President of the Hellenic Management Association)
Nation branding conceptual framework
Anticipation: stereotypes and personal experience
Complexity: uncontrollability, the urban-rural dichotomy and managing
diversity
Encapsulation: redefinition, branding and zeitgeist
Cultural expressiveness: heritage, landscape and the arts
Engagement: inclusiveness, exemplars
Country case insight Germany (Gianfranco Walsh, Professor of Marketing
and Electronic Retailing, University of Koblenz-Landau, Germany and
Klaus-Peter Wiedmann, Professor of Marketing, Department of Marketing
and Management, Leibniz University of Hanover, Germany)
Summary
References
PART 3: Ethical and pragmatic issues in nation branding
Chapter 7: Ethical imperatives in nation branding
Country case insight Bolivia (Ximena Alvarez Aguirre, Former Vice-minister of Tourism in Bolivia and Ximena Siles Renjel, Risk Analyst and Relationship Manager, Bolivia)
Introduction
The legitimacy of nation-brand management
Practitioner insight: Smaller nations enter the global dialogue through nation branding (Jack Yan, Consultant and Author)
Identification and selection of nation-brand values
Is ‘brand’ acceptable?
Sustainability and nation branding
Summary
References
Chapter 8: Pragmatic challenges to the nation branding concept
Country case insight Iceland (Inga Hlin Palsdottir, Project Manager, Trade Council of Iceland)
Introduction
Who needs to be involved?
Ideal state: fully-inclusive approach
Actual state: programme-specific approach
Coordinating nation-brand touchpoints
Academic perspective: Corporate brand differentiation in the financial services industry – applying the HCCF concept to nation branding (Otubanjo, B. Olutayo, Tutor at Brunel University, London, United Kingdom and TC Melewar, Professor of Marketing and Strategy, Brunel University, London, United Kingdom)
Nation-brand architecture
A highly politicised activity
Country case insight Hungary (Gyorgy Szondi, Senior Lecturer in Public Relations, Leeds Business School, United Kingdom)
Summary
References
PART 4: Current practice and future horizons for nation branding
Chapter 9: Elements of nation branding strategy
Country case insight Japan (Satoshi Akutsu, Associate Professor, Graduate School of International Corporate Strategy, Hitotsubashi University, Tokyo, Japan)
Introduction
Principles of strategy
Where are we now? Strategic analyis
Internal analysis
External analysis
Where do we want to go? Strategic planning
How do we get there? Strategic implementation
Nation-brand advertising
Customer and citizen relationship management
Diaspora mobilization
Nation days
Nation-brand ambassadors
The naming of nation-brands
Nation-brand tracking studies
Country case insight Estonia (Interbrand)
Summary
References
Chapter 10: Future horizons for nation branding
Country case insight France (Philippe Favre, Chairman and CEO of Invest in France Agency)
Introduction
A shift away from anglocentric paradigms
Improved coordination of nation branding strategy
Growing adoption of brand management techniques
Practitioner insight: The coming crisis in the geography-chained market of nations (Chris Macrae, Consultant and Author)
Online nation branding
Increasing impact of consumer-generated media
Internal nation branding
Sonic nation branding
Academic perspective: True North (Stephen Brown, Professor of Marketing Research, University of Ulster, Northern Ireland)
An alternative lexicon for nation branding?
Soft power and public diplomacy
Nation branding as a driver of sustainable development and competitive parity
Summary
References
