Suchergebnisse

1 Let Freedom and Cash Registers Ring: America as a Brand; 2 Brand of the Free: Launching Brand America; 3 Persuade or Perish: Brandishing Brand America; 4 To Know Us is to Love Us: The Guerilla Marketing of Brand America; 5 Arches Abroad: Privatizing Brand America; 6 Losing the Knack: Brand America in Decline; 7 Just Do It: An Open Letter to President Obama on Rejuvenating Brand America; endnotes; bibliography

Place branding is happening. A new field of practice and study is in existence and whatever we choose to call it there can no longer be any doubt that it is with us. This collection of intuitive and well-reserached articles examines how places and regions see themselves, and how they reflect this in their branding

Ever since Simon Anholt coined the phrase "Nation Branding", there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. This book shares the author's experience in the field, and shows what countries, cities and regions can do to build and sustain their 'competitive identity'

Wenige Begriffe stehen in der internationalen Politik höher im Kurs als Soft Power - und ziehen mehr irrige Annahmen nach sich. Wenn es darum geht, das internationale Renommee eines Landes zu verbessern, greifen die meisten Glaubenssätze zu kurz oder sind schlichtweg falsch. Mit den Mitteln von PR und Marketing sind Imagewandel nicht zu erreichen. (IP)

"Not only does Anholt explain the challenges facing the world with unique clarity, he also provides genuinely new, informative, practical, innovative solutions. . . . The book is a must-read for anyone who cares about humanity's shared future." -H. E. Mohamed Abdullahi Mohamed (Farmaajo), President of the Federal Republic of Somalia Simon Anholt has spent decades helping countries from Austria to Zambia to improve their international standing. Using colorful descriptions of his experiences-dining with Vladimir Putin at his country home, taking a group of Felipe Calderon's advisors on their first Mexico City subway ride, touring a beautiful new government hospital in Afghanistan that nobody would use because it was in Taliban-controlled territory-he tells how he began finding answers to that question. Ultimately, Anholt hit on the Good Country Equation, a formula for encouraging international cooperation and reinventing education for a globalized era. Anholt even offers a "selfish" argument for cooperation: he shows that it generates goodwill, which in turn translates into increased trade, foreign investment, tourism, talent attraction, and even domestic electoral success. Anholt insists we can change the way countries behave and the way people are educated in a single generation-because that's all the time we have

"Not only does Anholt explain the challenges facing the world with unique clarity, he also provides genuinely new, informative, practical, innovative solutions. ... The book is a must-read for anyone who cares about humanity's shared future."--H.E. Mohamed Abdullahi Mohamed (Farmaajo), President of the Federal Republic of Somalia Simon Anholt has spent decades helping countries from Austria to Zambia to improve their international standing. Using colorful descriptions of his experiences-dining with Vladimir Putin at his country home, taking a group of Felipe Calderon's advisors on their first Mexico City subway ride, touring a beautiful new government hospital in Afghanistan that nobody would use because it was in Taliban-controlled territory-he tells how he began finding answers to that question. Ultimately, Anholt hit on the Good Country Equation, a formula for encouraging international cooperation and reinventing education for a globalized era. Anholt even offers a "selfish" argument for cooperation: he shows that it generates goodwill, which in turn translates into increased trade, foreign investment, tourism, talent attraction, and even domestic electoral success. Anholt insists we can change the way countries behave and the way people are educated in a single generation-because that's all the time we have