This series of shortform books approaches the fast-growing subject of Nation Branding, in which the principles of brand strategy and management are applied to countries, from both a geographical and thematic perspective. It is designed to provide a critical analysis of the ways in which specific countries throughout the world build and develop their brands; in their totality, the books provide a complete picture of the theories, concepts and practices of Nation Branding globally.
Edited
By João Freire
May 31, 2023
This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally. Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to...