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http://bura.brunel.ac.uk/handle/2438/3496
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| Title: | Branding the nation: Towards a better understanding |
| Authors: | Fan, Y |
| Keywords: | Nation branding, place branding, nation image management, soft power |
| Publication Date: | 2009 |
| Abstract: | This paper aims to clarify some misunderstanding about nation branding. It examines the origins and interpretations of the concept, and draws a comparison between nation branding and commercial branding. A new definition is offered that emphasises the need to shift from “branding” the nation to nation image management. |
| URI: | http://bura.brunel.ac.uk/handle/2438/3496 |
| Appears in Collections: | Brunel Business School Research Papers
Marketing
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