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Navigable Slide Index

1. Introduction
2. Overview
3. Key objectives of nation branding
4. Key challenges in nation branding
5. Objections to nation branding
6. Reducing the identity-image gap
7. Country image
8. Evolution of nation branding
9. Product-nation brand continuum
10. The brand positioning concept
11. Nation brand positioning platforms
12. Brand equity
13. Nation brand equity (NBEQ) structure
14. Innate assets in NBEQ
15. Nurtured assets in NBEQ
16. Vicarious assets in NBEQ
17. Disseminated assets in NBEQ
18. Category flow model of nation branding
19. Category flow model - anticipation
20. Category flow model - complexity
21. Category flow model - cultural expressiveness
22. Category flow model - encapsulation
23. Category flow model - engagement
24. Fully inclusive stakeholder approach
25. Public sector organizations
26. Private sector organizations
27. Citizen groups
28. The brand architecture concept
29. Nation brand architecture model
30. Nation branding strategy development
31. Strategy tools and techniques
32. Nation brand touchpoints
33. Planned vs. unplanned brand touchpoints
34. Ethical issues in nation branding
35. Who has the right to be the nation brand manager?
36. A solution to the dilemma of legitimacy
37. Projecting a true and accurate country image
38. Future prospects for nation branding
39. Thank you
40. 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

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on November 30, 2009
• Archived on May 28, 2025