Implementing Competitive Identity

Simon Anholt

Chapter Chapter 5 in Competitive Identity, 2007, pp 87-112 from Palgrave Macmillan

Abstract: Abstract In the previous chapters, I have made it clear that advertising, graphic design and other forms of promotion are only able to offer a sensible return on investment when a well-defined product is being sold to a well-defined target audience. The most common examples of this are tourism, investment opportunities, cultural activities, and of course exports.

Keywords: Brand Equity; Olympic Game; Parent Brand; Commercial Brand; Global Brand (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1057/9780230627727_5

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