Understanding National Image

Simon Anholt

Chapter Chapter 3 in Competitive Identity, 2007, pp 43-62 from Palgrave Macmillan

Abstract: Abstract One of the components of brand management that is most valuable to governments in creating their longer-term plans is the analysis of brand image, and this process of assessing, measuring and tracking national image and reputation — if suitably adapted for the purposes of national rather than corporate image — is a key component of the Competitive Identity strategy.

Keywords: Brand Image; Brand Management; National Brand; Cent Drop; National Reputation (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62772-7_3

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DOI: 10.1057/9780230627727_3

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