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18 Nov 2009
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£32.00
|Hardback In Stock
  
9780230239777
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DescriptionContentsAuthors

Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively with the governments of other places. But what can actually be done to understand and measure the reputations of places, and even to influence them? Are they simply 'brand images' like the images of products, that can be influenced at will by the tricks and techniques of commercial marketing? Or are they, as Simon Anholt argues, deeply rooted cultural phenomena that move – if they move at all – very slowly, and only in response to major events and changes in the places themselves? This new collection of essays by the 'father of place branding', Simon Anholt, reveals compelling and essential new thinking on the nature of national reputation.


Description

Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively with the governments of other places. But what can actually be done to understand and measure the reputations of places, and even to influence them? Are they simply 'brand images' like the images of products, that can be influenced at will by the tricks and techniques of commercial marketing? Or are they, as Simon Anholt argues, deeply rooted cultural phenomena that move – if they move at all – very slowly, and only in response to major events and changes in the places themselves? This new collection of essays by the 'father of place branding', Simon Anholt, reveals compelling and essential new thinking on the nature of national reputation.


Contents

Introduction
Some Important Distinctions in Place Branding
Nation Brand as Context and Reputation
Is Place Branding a Capitalist Tool?
Why Brand? Some Practical Considerations for Nation Branding
When Place Images Change
Public Diplomacy and Place Branding: Where's the Link?
'Brand Europe' – Where Next?
Public Sector, Private Sector
Place Branding: Is it marketing, or isn't it?
More on Brands.
'Nation Branding' in Asia
Place Branding: Cause or Effect?
Should Place Brands be Simple?
 


Authors

SIMON ANHOLT is the leading authority on managing and measuring national identity and reputation, and the creator of the field of nation and place branding. He is a member of the UK Foreign Office's Public Diplomacy Board, and has advised the governments of some 30 other countries from Chile to Botswana, Korea to Jamaica, and Bhutan to the Faroe Islands. He is Founding Editor of the quarterly journal, Place Branding and Public Diplomacy, and author of Another One Bites The Grass, Brand New Justice, Brand America and Competitive Identity – The New Brand Management for Nations, Cities and Regions. He publishes two major annual surveys, the Anholt Nation Brands Index and City Brands Index. For further information, please see www.simonanholt.com.