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It has never been clearer that in this shrinking world, countries and regions and cities have to compete with each other - for tourism, for inward investment, for aid, for membership of the supranational groups, for buyers of their products and services, for talent. So there's hardly a place left that isn't thinking hard about its brand image, and most are in need of clear, realistic strategies for communicating and promoting themselves, their culture, their exports, their acts of policy and their contribution to the global community.
Which consultants or agencies will ultimately lead the field in managing and promoting these hugely complex and often contradictory megabrands? Is promoting a country more about policy, management consultancy, public relations, marketing, CRM, advertising or brand strategy? Or is it a combination of everything that working with companies has taught us in the last fifty years?
Guest-Editor Simon Anholt - one of the leading international marketing thinkers, and according to The Economist "one of the world's leading consultants to corporations and governments who wish to build global brands" - has united the leading academics and practitioners in this critical but still largely unexplored field to bring together the best and latest thinking on place marketing.
The Journal of Brand Management's Special Issue on 'Country as Brand' features the following original articles:
- Wally Olins: Branding the nation - the historical context
- Philip Kotler & David Gertner: Country as brand, product & beyond
- Juergen Gnoth: Leveraging export brands through a tourism destination brand
- Fiona Gilmore: A country - can it be repositioned? Spain - the success story of country branding
- Papadopoulos & Heslop: Country equity & country branding: Problems and prospects
- Stjepo Martinovic - case study: Branding Hrvatska - a mixed blessing that might succeed
- Derek Hall: Brand development, tourism and national identity: The re-imaging of the former Yugoslavia
- Morgan, Pritchard, Piggott: New Zealand, 100% pure: The creation of a powerful niche destination brand
- Creenagh Lodge: Success and failure - the brand stories of two countries
- Supphellen & Nygardsvik: Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model
To view the abstracts, visit http://www.henrystewart.com, and follow the "easylink to the Journal of Brand Management online". For more information on the special issue, contact Simon Anholt
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