Handbook of Research on Future Policies and Strategies for Nation Branding

Handbook of Research on Future Policies and Strategies for Nation Branding

Victoria Pistikou (Democritus University of Thrace, Greece), Andreas Masouras (Neapolis University, Cyprus) and Marcos Komodromos (University of Nicosia, Cyprus)
Release Date: June, 2021|Copyright: © 2021 |Pages: 383
DOI: 10.4018/978-1-7998-7533-8
ISBN13: 9781799875338|ISBN10: 1799875334|EISBN13: 9781799875352|ISBN13 Softcover: 9781799875345
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Description & Coverage
Description:

By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity.

The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Brand Image
  • Destination Marketing
  • Economic Development
  • Identity Creation
  • International Relations
  • Marketing Strategies
  • Nation Branding
  • Nation Reputation
  • Online Marketing
  • Place Branding
  • Politics
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