AllAboutBranding.com : Managing

	Elevating a national identity to a national brand


Are "national branding" and "globalisation" contradictions in terms? Is it a case that national identities evolve of their own accord as a natural course of events? Or is it possible to develop and promote a national brand - if so how? This article details the first hand experience of developing, launching and promoting a national brand. Contributor: Peter Laurenson
	The brand attitudes of automobiles


The author finds that automobile brands are not successful solely because of brand equity, but are driven by an attitude which flows in to every function. He cites BMW, Porsche and Mercedes-Benz as examples where an attitude has allowed extensions into new market niches without diluting the core brand. Contributor: Jack Yan


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