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Brand America

Author : Simon Anholt

Publisher : Marshall Cavendish International Asia Pte Ltd

Page : 202 pages

File Size : 34,23 MB

Release : 2010-02-23

Category : Business & Economics

ISBN : 9814346160

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Book Description

Countries are among the most powerful brands on the global marketplace. Love it or loath it, never has there been a bigger or stronger brand than the United States of America. More than any other country, America has been blessed with a huge range of positive brand attributes. The country is associated with the definitive youth lifestyle (Coke, MTV, Levi’s); with sporting prowess (Nike, NBA, Timberland); and with technological supermacy (Microsoft, Dell, IBM). America is well-informed (CNN, Time, Newsweek) and, naturally, wealthy (American Express, Merrill Lynch, Goldman Sachs). Of the top 100 international brands, 64 of them are American-owned. The core of America’s potency lies in it being the country of origin for the world’s three most valuable and profitable business sectors: entertainment, merchant banking and IT. This makes America the world’s most powerful public domain brand. American brands simply hitch themselves onto this powerful national brand, and a cultural and commercial trail is instantly blazed for them around the world. This book traces American history, the values of Brand America and the growth of anti-Americanism upto the Obama presidency. America is truly the greatest branding story of them all, and this book tells it for the first time.



Rebuilding Brand America

Author : Dick MARTIN

Publisher : AMACOM/American Management Association

Page : 305 pages

File Size : 26,1 MB

Release : 2007-01-18

Category : Business & Economics

ISBN : 0814429963

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Book Description

Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces. He then bases his recommendations on the best practices of leading companies, and on his own 32-year career in public relations and brand management. Rebuilding Brand America features exclusive interviews with journalists, media and PR professionals, and executives from global icons like McDonald’s, Wal-Mart, and FedEx, and analyzes the groundbreaking work of thought leaders such as: * Pollster John Zogby, whose insights into the Muslim world continue to inform policy in the Middle East. * Newsweek editor Fareed Zakaria, whose essay on the 9/11 attacks shed new light on the Islamic mind. * Keith Reinhard, president of Business for Diplomatic Action, a non-partisan business group organized to fight anti-Americanism by addressing its causes in U.S. business practice. Based on a deep understanding of anti-Americanism’s roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets.



Brand America

Author : Simon Anholt

Publisher : Cyan Communications

Page : 204 pages

File Size : 41,74 MB

Release : 2004

Category : Business & Economics

ISBN :

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Book Description

This title presents the fascinating story of how the USA became the greatest and most powerful brand of all.



Branding America

Author : Noelle Nikpour

Publisher : Createspace Independent Pub

Page : 148 pages

File Size : 22,26 MB

Release : 2012-08-01

Category : Political Science

ISBN : 9781478302681

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Book Description

Upon becoming a television news commentator, Noelle Nikpour had a realization: She, like everyone, has a brand.A native of Arkansas, Noelle was already a successful Republican consultant and strategist who had raised funds for various political candidates.When she started appearing on Fox News, CNN, MSNBC, HLN, and other television and national radio broadcasts, she realized she had a role to play.Branding isn't just about corporations building relationships with consumers through advertising. It's also become an important part of political campaigns – more important than candidates' ideas and certainly more important than their qualifications. Barack Obama's 2008 presidential candidacy proved that. Meanwhile, branding has become an essential part of modern life for every American. These days, everyone has a brand.In some ways that's good, and in some ways it's bad, but it's definitely today's reality. Her new book, “Branding America,” traces how branding has moved from the corporate world into politics and then into Americans' personal lives. It describes today's most important political brands: the Democrats, who have a terrible brand; the Republicans, whose brand is in need of repair; and today's rising brand – conservative women. And it explains how Americans can take advantage of this new reality to succeed in the workplace and in life.



International Place Branding Yearbook 2011

Author : Frank M. Go

Publisher : Springer

Page : 213 pages

File Size : 34,79 MB

Release : 2011-09-29

Category : Business & Economics

ISBN : 0230343325

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Book Description

The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.



The New Strategic Brand Management

Author : Jean-Noël Kapferer

Publisher : Kogan Page Publishers

Page : 576 pages

File Size : 50,48 MB

Release : 2008

Category : Business & Economics

ISBN : 0749450851

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Book Description

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.



Brand New Justice

Author : Simon Anholt

Publisher : Routledge

Page : 185 pages

File Size : 37,98 MB

Release : 2005

Category : Business & Economics

ISBN : 0750666005

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Book Description

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.



Latin America’s Cold War

Author : Hal Brands

Publisher : Harvard University Press

Page : 408 pages

File Size : 24,73 MB

Release : 2012-03-05

Category : History

ISBN : 0674055284

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Book Description

For Latin America, the Cold War was anything but cold. Nor was it the so-called “long peace” afforded the world’s superpowers by their nuclear standoff. In this book, the first to take an international perspective on the postwar decades in the region, Hal Brands sets out to explain what exactly happened in Latin America during the Cold War, and why it was so traumatic. Tracing the tumultuous course of regional affairs from the late 1940s through the early 1990s, Latin America’s Cold War delves into the myriad crises and turning points of the period—the Cuban revolution and its aftermath; the recurring cycles of insurgency and counter-insurgency; the emergence of currents like the National Security Doctrine, liberation theology, and dependency theory; the rise and demise of a hemispheric diplomatic challenge to U.S. hegemony in the 1970s; the conflagration that engulfed Central America from the Nicaraguan revolution onward; and the democratic and economic reforms of the 1980s. Most important, the book chronicles these events in a way that is both multinational and multilayered, weaving the experiences of a diverse cast of characters into an understanding of how global, regional, and local influences interacted to shape Cold War crises in Latin America. Ultimately, Brands exposes Latin America’s Cold War as not a single conflict, but rather a series of overlapping political, social, geostrategic, and ideological struggles whose repercussions can be felt to this day.



Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

Author : Kacy Kyungok Kim

Publisher : Springer

Page : 877 pages

File Size : 20,92 MB

Release : 2016-03-10

Category : Business & Economics

ISBN : 3319266470

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Book Description

This book contains the full proceedings of the 2015 Academy of Marketing Science Annual Conference held in Denver, Colorado. Marketing has become ubiquitous: it doesn’t matter who you are, where you are or what you are doing, you cannot escape it. In these times of instantaneous news, information and entertainment, everyone is exposed to messages from the moment they awake until the minute they drift off to sleep. America spends the most money in the world on advertising and other marketing communication. So, it could be said that marketing is America’s pastime, as much so as the classics: baseball, hot dogs, and apple pie. Under the theme of “ Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing”, this volume discusses all of the good things that marketing can do. Showcasing research from academics, scholars and practitioners from around the world, this volume provides insight and strategies that will help marketers move forward and focus on the positive that marketing can provide to consumers, stakeholders and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.



Nation Branding and Sports Diplomacy

Author : Yoav Dubinsky

Publisher : Springer Nature

Page : 291 pages

File Size : 36,38 MB

Release : 2023-07-06

Category : Political Science

ISBN : 3031325508

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Book Description

This book critically discusses the role of sports in nation branding and public diplomacy during the years 2020 and 2022, as the world was going through a global pandemic and health, economic, social, and political crises. The book argues that the use of sports for nation branding and public diplomacy goals is not new, but the changes the world went through required nations, places, communities, and individuals to modify and adapt the ways they use sports for country image purposes. After discussing global changes, the book outlines the theoretical frameworks of nation branding and public diplomacy, and discusses their manifestations through the evolution of the FIFA World Cup, the postponed Tokyo 2020 Olympic Games, the role of Title IX in American sports, the European Super League, the Oregon22 World Athletics Championships, the emergence of sport-tech diplomacy, and though the role of sports and the global order in an ever-changing world.