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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.
Appears in Collections:Marketing
Brunel Business School Research Papers

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