COMPETITIVE IDENTITY - THE NEW BRAND MANAGEMENT FO
- Autor: ANHOLT, SIMON
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Ever since Simon Anholt coined the phrase 'Nation Branding' a decade ago, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques of commercial brand management can really be applied to places. In this book, Anholt shares his insights and unique experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity.