The Process of Building a Country Brand and the Cornerstones of Success

Teemu Moilanen and Seppo Rainisto

Chapter Chapter 2 in How to Brand Nations, Cities and Destinations, 2009, pp 30-76 from Palgrave Macmillan

Abstract: Abstract Practical experiences are valuable sources of information. The aim of this chapter is to describe a variety of country brand building processes from different countries and to recognize, through successes and failures, the features of a successful process — the cornerstones of success.

Keywords: Tourism Industry; Brand Manager; Brand Strategy; Brand Identity; Public Diplomacy (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58459-4_3

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DOI: 10.1057/9780230584594_3

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