Competitive Identity

The New Brand Management for Nations, Cities and Regions

By: Simon Anholt

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Hardcover | 15 January 2007 | Edition Number 1

At a Glance

Hardcover
150 Pages

Edition Type
Annotated

Dimensions(cm)
24.13 x 16.51 x 1.91

Hardcover

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Ever since Simon Anholt coined the phrase "Nation Branding" a decade ago, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques of commercial brand management can really be applied to places. For the first time in this authoritative new book, Anholt shares his insights and unique experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity.

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You Can Find This Book In

Non-Fiction Politics & Government International Relations Business & Management Management & Management Techniques Management of Specific Areas Production of Quality Control Management Economics International Economics International Business Business Communication & Presentation Business Studies in General

Business Mathematics & Systems Sales & Marketing Public Relations

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Paperback

Published: 27th August 2016

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List of Figures	p. vii
List of Tables	p. ix
Introduction	p. xi
What is Competitive Identity?	p. 1
Why branding has a bad brand	p. 3
What is a brand?	p. 4
Brand management and the nation	p. 7
Country of origin effect	p. 9
Public diplomacy	p. 12
Marketing and governance	p. 15
Why the age of Competitive Identity has come	p. 19
The need for standards	p. 21
The Theory of Competitive Identity	p. 25
Where national reputation comes from	p. 25
Dealing with reputation	p. 27
The benefits of Competitive Identity	p. 28
Implementing Competitive Identity	p. 30
Brand-informed policy	p. 31
The virtuous circle of Competitive Identity	p. 34
Propaganda and Competitive Identity	p. 37
Belligerent branding	p. 41
Understanding National Image	p. 43
When nation brands change	p. 46
When nation brands don't change	p. 54
The self-images of countries	p. 56
Measuring city brands	p. 59
Planning for Competitive Identity	p. 63
Dealing with an information gap	p. 55
Analysing the Competitive Identity task	p. 66
Getting attention	p. 71
Building the CI team	p. 73
Developing the identity; developing the strategy	p. 75
The structures of power	p. 81
Communicating the Competitive Identity strategy	p. 85
Implementing Competitive Identity	p. 87
Tourism and Competitive Identity	p. 88
Brands and Competitive Identity	p. 91
Using "country of origin" more creatively	p. 95
Culture and Competitive Identity	p. 97
Making culture magnetic	p. 101
The population and Competitive Identity	p. 105
Education and Competitive Identity	p. 107
Sport and Competitive Identity	p. 108
Poetry, ceremony and ritual	p. 111
Competitive Identity and Development	p. 113
Competitive Identity and the transition economies	p. 117
Africa and the continent branding effect	p. 120
Competitiveness beyond capitalism	p. 123
Notes	p. 129
Index	p. 131
Table of Contents provided by Ingram. All Rights Reserved.

Competitive Identity

The New Brand Management for Nations, Cities and Regions

At a Glance

Hardcover

Shipping

How to return your order

Defective items

You Can Find This Book In

Other Editions and Formats

Paperback

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