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Printable Handouts
Navigable Slide Index
- Introduction
- Overview
- Key objectives of nation branding
- Key challenges in nation branding
- Objections to nation branding
- Reducing the identity-image gap
- Country image
- Evolution of nation branding
- Product-nation brand continuum
- The brand positioning concept
- Nation brand positioning platforms
- Brand equity
- Nation brand equity (NBEQ) structure
- Innate assets in NBEQ
- Nurtured assets in NBEQ
- Vicarious assets in NBEQ
- Disseminated assets in NBEQ
- Category flow model of nation branding
- Category flow model - anticipation
- Category flow model - complexity
- Category flow model - cultural expressiveness
- Category flow model - encapsulation
- Category flow model - engagement
- Fully inclusive stakeholder approach
- Public sector organizations
- Private sector organizations
- Citizen groups
- The brand architecture concept
- Nation brand architecture model
- Nation branding strategy development
- Strategy tools and techniques
- Nation brand touchpoints
- Planned vs. unplanned brand touchpoints
- Ethical issues in nation branding
- Who has the right to be the nation brand manager?
- A solution to the dilemma of legitimacy
- Projecting a true and accurate country image
- Future prospects for nation branding
- Thank you
- References
Topics Covered
- Objectives of nation branding
- Reducing the identity-image gap
- Evolution of nation branding
- The brand positioning concept
- Brand equity
- Category flow model of nation branding
- Public sector organizations
- The brand architecture concept
- Nation branding strategy development
- Nation brand touchpoints
- Ethical issues
- Projecting a true and accurate country image
Links
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Talk Citation
Dinnie, K. (2009, November 30). Nation branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2024, from https://doi.org/10.69645/UXMT3372.Export Citation (RIS)