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ブランド・ホライズンズについて
キース･ディニー博士のブランディング・コンサルタント事務所、ブランド･ホライズンズのホームページへようこそ。
ディニー博士は国家ブランディングに関する世界初の学術教科書「Nation Branding: Concepts, Issues, Practice」（2008年Butterworth Heinemann社出版）の著者。またPalgrave Macmillan社出版の学術誌「Place Branding and Public Diplomacy」の学術編集委員を務めています。
ディニー博士は現在東京のテンプル大学ジャパンキャンパスでビジネス学部准教授として教鞭を執っています。
キース・ディニー博士の著書
"Nation Branding: Concepts, Issues, Practice"
（国家ブランディング 〜概念・課題・実践〜）
2008年、Butterworth Heinemann出版
近年、国家というものをブランドとして考えるという新分野、国家ブランディング(Nation branding)が論争を巻き起こし、注目を集めています。 世界各国の政府がブランドマネジメントの技法を国に適用する動きが高まる中、国家ブランディングに対する関心は世界中で高まっています。 キース・ディニー博士の著書「Nation Branding: Concepts, Issues, Practice（ネーション・ブランディング〜概念・課題・実践〜）」は、学術理論だけでなく、日本その他各国の実践例ケーススタディを使って、 国家ブランディングの中心となる概念をわかりやすく考察しています。 同時に、各国が輸出を増やし、海外からの投資を誘致し、観光客を集め、優秀な留学生や専門職の人材を獲得する手段として ブランド戦略のテクニックを利用するにあたり直面する、さまざまな問題についても焦点を当てています。
本書に寄せられた書評
"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)