Abstract
One of the components of brand management that is most valuable to governments in creating their longer-term plans is the analysis of brand image, and this process of assessing, measuring and tracking national image and reputation — if suitably adapted for the purposes of national rather than corporate image — is a key component of the Competitive Identity strategy.
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© 2007 Simon Anholt
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Anholt, S. (2007). Understanding National Image. In: Competitive Identity. Palgrave Macmillan, London. https://doi.org/10.1057/9780230627727_3
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DOI: https://doi.org/10.1057/9780230627727_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-35243-2
Online ISBN: 978-0-230-62772-7
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)