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Branded Spaces pp 203-213 | Cite as

AAALBANIA: Possibilities and Limitations of Nation Branding Using the Example of Albania

  • Jörg Dauscher
  • Frank Otto Dietrich
  • Ralf Schmidt-Bleeker
Chapter
Part of the Management – Culture – Interpretation book series (MCI)

Abstract

When branding a region, building up an amalgam, a destination or a certain space of brand and location is the task at hand. The aim of doing so is to propagate closely defined conceptions of the respective location. Naturally these do not cover all the issues involved. While there is nothing more complex than a certain location, conventional branding rather works with reduction of complexity. The only way branding can deal with the abundance of meanings, references and interest out there is to narrow them down and make a choice. A location will either be communicated as a touristic gem, as promising high returns or as offering great education and formation.

Keywords

Brand Personality Brand Management Brand Communication Geographical Entity Simple Message 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Jörg Dauscher
    • 1
  • Frank Otto Dietrich
    • 2
  • Ralf Schmidt-Bleeker
    • 2
  1. 1.Tirana UniversityTiranaAlbanien
  2. 2.Berlin University of the ArtsBerlinGermany

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