Publication of 2nd Edition of ground-breaking book ‘Nation Branding: Concepts, Issues, Practice’.
Written by Dr Keith Dinnie, nation branding scholar and adviser, the second edition of this ground-breaking book addresses a wide range of issues related to the ways in which the image and reputation of countries are formed, and the techniques that countries can use to try to manage such perceptions.
The book includes nation branding case studies of countries such as China, Croatia, Cuba, Finland, Ghana, India, Korea, Malaysia, The Netherlands, New Zealand, Portugal, Singapore, the United Arab Emirates, the United Kingdom, and the United States.
In the newly published 2nd Edition, author Dr Keith Dinnie presents the ICON model of nation branding as a useful strategic tool for policy makers involved in the development of nation branding programmes and initiatives.
The ICON model proposes that good practice in nation branding should be:
-Integrated
-Contextualized
-Organic
-New
The integrated dimension of the model calls for inter-agency collaboration and the development of public-private sector programmes.
The contextualized dimension of the model draws attention to the need to ensure relevance to stakeholder needs and capabilities, and the importance of matching the values of target audiences.
The organic dimension of the model advocates a blend of planned and unplanned activities, and suggests that nation branding should be rooted in the country’s identity and culture. The new dimension of the model emphasises the need for innovative products, services and experiences, as well as highlighting the benefits to be gained from creating new national narratives.
Diplomat Magazine’s Dr Eugenio G. Matos (Minister Counselor, Dominican Embassy in Buenos Aires, Argentina and co-founder of Diplomat Magazine) is one of the many distinguished diplomats, scholars who have contributed to the book ‘Nation Branding: Concepts, Issues, Practice, 2nd Edition’, which has just been published by Routledge.
This much-anticipated update to an influential book is an essential introduction to nation branding for policy makers, businesses, and students.
The book is available from the website of publishers Routledge: https://www.routledge.com/products/9781138775848
Author Dr Keith Dinnie can be contacted here: keithdinnie@brandhorizons.com
