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Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/3496

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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