Nation branding: Concepts, Issues, Practice

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 Oxford, UK: phone (+44) (0) 1865 843830; fax (+44) (0) 1865 853333;email: Alternatively you can submit your request online byvisiting the Elsevier web site at , and selectingObtaining permission to use Elsevier materialNoticeNo responsibility is assumed by the publisher for any injury and/or damage to personsor property as a matter of products liability, negligence or otherwise, or from any useor operation of any methods, products, instructions or ideas contained in the materialhereinBritish Library Cataloguing in Pu

management as a component of national policy (Simon Anholt) 22 Nation-branding issues and initiatives 23 Summary 31 References 31 Chapter 2 Nation-brand identity, image and positioning 35 Country Case Insight – Egypt (ZAD Group) 37 Introduction 41 Identity versus image 41 The facets of nation-brand identity 45 Deconstructing nation-brand image 46

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