Exploring the emerging field of place branding, this collection features insightful and well-researched articles that analyze how locations perceive themselves and convey these identities through branding. It delves into the significance of self-image in shaping regional brands, highlighting the interplay between perception and representation in the context of place identity.
Although the balance sheet may not even put a value on it, a company's brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the antiglobalization movement that big brands are bullies which do harm, "Brands and Branding" provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally, the third part of the book looks at trends in branding and the future for brands. Written by seventeen experts in the field, "Brands and Branding" sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand..
The book explores the branding process as a transformative tool for economically underprivileged nations, countering its recent negative portrayal as a factor in the divide between rich and poor countries. It presents branding not just as a marketing strategy but as a means to empower and uplift marginalized communities, offering potential solutions to economic disparities. Through this lens, the narrative seeks to redefine branding's role in fostering development and social change.
Ever since Simon Anholt coined the phrase 'Nation Branding, there has been more and more interest in the idea that countries, cities and regions can build their brand images. This authoritative book considers how commercial brand management can really be applied to places and shows how places can build and sustain their competitive identity.
How We Can Repair the World in One Generation (16pt Large Print Edition)
The book explores the pressing global challenges of climate change, war, poverty, and inequality, questioning why humanity struggles to address these issues despite its advancements. Simon Anholt shares his extensive experiences working with various countries and introduces the Good Country Equation, a framework for fostering international cooperation and modernizing education. He argues that collaboration not only benefits global society but also enhances trade, investment, and political success, emphasizing the urgency for change within a generation.
The New Brand Management for Nations, Cities and Regions
The concept of applying commercial brand management to geographical entities is explored in this authoritative text. It delves into how countries, cities, and regions can effectively create and maintain their brand images, drawing on Simon Anholt's concept of 'Nation Branding.' The book provides insights into strategies for building a competitive identity, making it a valuable resource for understanding the intersection of branding and place.
Wie wichtig ist der „Markenwert“ für einen Staat? Der Einfluss von US-Firmen im Ausland („Coca-Colonization“) ist riesig. Aber während von den 100 größten Marken der Welt noch immer 64 von US-Unternehmen stammen, leidet das Land selbst an galoppierendem Imageverlust. Die Globalisierung macht dem Land zu schaffen, denn je länger die Hilfe der USA für Europa zurück liegt, desto mehr werden die unattraktiven amerikanischen Eigenschaften wahrgenommen. Wie viele große Marktführer hat Amerika einfach zu lange darauf gesetzt, der unangefochtene Marktführer zu sein - jetzt gilt es, eine klare Vision von seiner eigenen Rolle innerhalb der Staatengemeinschaft zu entwickeln.
