Branding the nation — the historical context

被引：99
|
作者：
W Olins
机构：
来源：
Journal of Brand Management | 2002年 / 9卷 / 4期
关键词：
brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;
D O I：
10.1057/palgrave.bm.2540075
中图分类号：
学科分类号：
摘要：
The concept of the nation as a brand seems to excite visceral animosity in some people. This paper examines the history of the nation as a brand, and tries to understand why, in the light of clear historical evidence, so many people find the idea objectionable. It concludes that it is not the concept that they detest so much as the word brand, which appears for some people to have trifling and superficial implications unworthy of the national idea.
引用
收藏
页码：241 / 248
页数：7
相关论文
共 50 条
12345