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• 29 min
  1. Global advertising in the 21st century

  • Dr. Nükhet Vardar
• 49 min
  2. The global marketing imperative

  • Dr. Michael Czinkota
• 31 min
  3. Risk management

  • Mr. Jim Sherlock
• 41 min
  4. Entry mode strategy in global marketing

  • Prof. Svend Hollensen
• 64 min
  5. Exporting

  • Prof. Stan Paliwoda
• 37 min
  6. Export promotion in least developed countries: an overview of programs, challenges and prospects

  • Dr. Habte G. Selassie
• 38 min
  7. Competing in foreign markets: a global perspective on national challenges

  • Dr. Michael McDermott
• 33 min
  8. Cross-boundary marketing: sensitivity to global convergence or global individualism?

  • Prof. Luiz Moutinho
• 30 min
  9. Cross-cultural management: essential insights for international marketers

  • Prof. Nigel Holden
  • Mr. Martin Glisby
• 46 min
  10. Internationalization and SMEs: a practitioner's perspective

  • Dr. Michael McDermott
• 46 min
  11. The internationalization of family and non family-owned SMEs

  • Dr. Dave Crick
• 53 min
  12. Big markets for small companies

  • Prof. Peter Enderwick
• 48 min
  13. Nation branding

  • Dr. Keith Dinnie
• 91 min
  14. Place branding and product-place image effects

  • Dr. Nicolas Papadopoulos
• 53 min
  15. Recent trends in global advertising practice

  • Dr. Nükhet Vardar
• 31 min
  16. Incoterms 2000

  • Mr. Jim Sherlock
• 36 min
  17. International product policy

  • Dr. Lakhdar Boukersi
• 43 min
  18. International branding

  • Prof. T.C. Melewar
  • Dr. Suraksha Gupta
• 20 min
  19. India as an emerging market

  • Dr. Madhumita Banerjee
• 43 min
  20. Impact of Chinese culture on Chinese consumers

  • Dr. Junsong Chen
• 55 min
  21. Brands across the Mekong: a dual case history

  • Dr. Tim Andrews
• 34 min
  22. International marketing planning: adaptation and standardisation

  • Prof. Demetris Vrontis
• 29 min
  23. Globalization and corporate social responsibility

  • Prof. Andrew McAuley

Printable Handouts

PDF

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