This new edition has recognized the changes and setbacks occuring in the branding of nations over the past decade. It presents an interesting blend of theory and practice, and provides many examples from an eclectic range of contributors.
This edition provides:
- Cases from countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more;
- A variety of successes and setbacks;
- New Companion Website to support the book, featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual.
In this Second Edition of Nation Branding – Concepts, Issues, Practice, Keith has advanced the conversation on branding countries in a number of interesting ways. By engaging the perspectives and experience of a wide group of international academics and practitioners he provides one of the most insightful treatises on the subject to date.
While many involved in the branding of cities and regions may feel that branding nations doesn’t relate to them, the concepts, principles and techniques employed at a national level can be harbingers for what’s ahead for more localized places.
Keith told Place Branding Observer, “There is still a huge amount of ignorance within city, region and country governments regarding how to adapt the techniques of branding to their own unique contexts. Hence the need for the second edition of the book. The message still hasn’t got through yet.”