Competitive Identity: The New Brand Management for Nations, Cities and Regions

Cover......Page 1
Contents......Page 6
List of Figures......Page 8
List of Tables......Page 10
Introduction......Page 12
1 What is Competitive Identity?......Page 16
Why branding has a bad brand......Page 18
What is a brand?......Page 19
Brand management and the nation......Page 22
Country of origin effect......Page 24
Public diplomacy......Page 27
Marketing and governance......Page 30
Why the age of Competitive Identity has come......Page 34
The need for standards......Page 36
Where national reputation comes from......Page 40
Dealing with reputation......Page 42
The benefits of Competitive Identity......Page 43
Implementing Competitive Identity......Page 45
Brand-informed policy......Page 46
The virtuous circle of Competitive Identity......Page 49
Propaganda and Competitive Identity......Page 52
Belligerent branding......Page 56
3 Understanding National Image......Page 58
When nation brands change......Page 61
When nation brands don’t change......Page 69
The self-images of countries......Page 71
Measuring city brands......Page 74
4 Planning for Competitive Identity......Page 78
Dealing with an information gap......Page 80
Analysing the Competitive Identity task......Page 81
Getting attention......Page 86
Building the CI team......Page 88
Developing the identity; developing the strategy......Page 90
The structures of power......Page 96
Communicating the Competitive Identity strategy......Page 100
5 Implementing Competitive Identity......Page 102
Tourism and Competitive Identity......Page 103
Brands and Competitive Identity......Page 106
Using “country of origin” more creatively......Page 110
Culture and Competitive Identity......Page 112
Making culture magnetic......Page 116
The population and Competitive Identity......Page 120
Education and Competitive Identity......Page 122
Sport and Competitive Identity......Page 123
Poetry, ceremony and ritual......Page 126
6 Competitive Identity and Development......Page 128
Competitive Identity and the transition economies......Page 132
Africa and the continent branding effect......Page 135
Competitiveness beyond capitalism......Page 138
Notes......Page 144
D......Page 146
N......Page 147
T......Page 148
Y......Page 149