Competitive identity
Subtitle: the new brand management for nations, cities and regions
By: Simon Anholt
Publisher: Palgrave Macmillan
Published: 2007
Place of publication: Basingstoke [England]; New York
Language: eng
Number of pages: 134
ISBN-13: 9780230500280
Subjects: International Competition; Product management; International relations; Place marketing
Description: "Ever since Simon Anholt coined the phrase "nation branding" in 1996, 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. For the first time, in this authoritative new book, Anholt shares his insights and experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity."--Jacket.
Notes: Includes bibliographical references (p. 129) and index.