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Nation Branding as a Model of Managing the National Image

Nation Branding as a Model of Managing the National Image

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Published by Rommey Hassman
The theory of branding is no longer the sole province of inventors and marketers of consumer goods and services. Branding theory has been inculcated into the world of sports (e.g., the NBA, Michael Jordan, David Beckham); cinema (“The Matrix” and “The Lord of the Rings” film series, Tom Cruise); literature (the “Harry Potter” books); music (Madonna, Britney Spears); politics (Bill Clinton, Tony Blair); and social action (Greenpeace, the struggle to save the planet’s environment). No field has not been penetrated by branding. In recent years, the idea of branding has also filtered into the management of nations. For example, the US is very concerned about its image in the Muslim world – especially how a problematic image might be impeding the US government’s global war on terror. Many other countries, as well, are beginning to think seriously about this issue.
The theory of branding is no longer the sole province of inventors and marketers of consumer goods and services. Branding theory has been inculcated into the world of sports (e.g., the NBA, Michael Jordan, David Beckham); cinema (“The Matrix” and “The Lord of the Rings” film series, Tom Cruise); literature (the “Harry Potter” books); music (Madonna, Britney Spears); politics (Bill Clinton, Tony Blair); and social action (Greenpeace, the struggle to save the planet’s environment). No field has not been penetrated by branding. In recent years, the idea of branding has also filtered into the management of nations. For example, the US is very concerned about its image in the Muslim world – especially how a problematic image might be impeding the US government’s global war on terror. Many other countries, as well, are beginning to think seriously about this issue.

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Published by: Rommey Hassman on Aug 29, 2009
Copyright:Traditional Copyright: All rights reserved

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03/21/2013

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