Transcription of Nation branding: Concepts, Issues, Practice
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Nation BrandingThis page intentionally left blankNation BrandingConcepts, Issues, PracticeKeith DinnieAmsterdam Boston Heidelberg London New York OxfordParis San Diego San Francisco Singapore Sydney TokyoButterworth-Heinemann is an imprint of ElsevierButterworth-Heinemann is an imprint of ElsevierLinacre House, Jordan Hill, Oxford OX2 8DP, UK30 Corporate Drive, Suite 400, Burlington, MA 01803, USAF irst edition 2008 Copyright 2008 Elsevier Ltd. All rights reservedNo part of this publication may be reproduced, stored in a retrieval systemor transmitted in any form or by any means electronic, mechanical, photocopying,recording or otherwise without the prior written permission of the publisherPermissions may be sought directly from Elsevier s Science & Technology RightsDepartment in Ox
References 205 PART 4 CURRENT PRACTICE AND FUTURE HORIZONS FOR NATION BRANDING 207 Chapter 9 Elements of nation-branding strategy 209 Country Case Insight – Japan (Satoshi Akutsu) 211 Introduction 219 Principles of strategy 220 Nation-brand advertising 224 Customer and citizen relationship management 227 Nation-brand ambassadors 227
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