This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for manag

"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have

Brand Jamaica is an empirical look at the postindependence national image and branding project of Jamaica within the context of nation-branding practices at lar

Inhaltsangabe:Abstract: "Made in Germany" is often regarded to be a guarantor for quality and reliability and German companies have a global reputation for manu

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketin