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Offering a different, but significant, perspective on how America shapes the world, this book describes the ways in which America has become the largest and most powerful brand in the global marketplace. The three most profitable business sectors—entertainment, merchant banking, and information technology—are discussed along with the positive branding attributes that America has in abundance, including sporting prowess, technological achievement, wealth, and definitive youth lifestyle.
Each title in this series features an in-depth, biographical look at one of today's top brands, such as Guinness, Adidas, and Starbucks. The brands included have all established themselves not only as financial successes but also as cultural icons. The storytelling style and eye-catching design of the books make learning about these innovative brands stimulating and enjoyable.
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"Enjoyable, informative and insightful from the first page to the last. This dynamite little book delivers what is perhaps the first truly fresh analysis of the United States and US power in half a century. Can one understand what's happened to America's image without reading Brand America? I frankly doubt it." -- Ojars Kalnins, director of the Latvian Institute and former ambassador to the United States.
"Anholt and Hildreth are to be congratulated for raising the issue of why Brand America is suffering a strong decline around the world. They trace American history, the values of Brand America and the growth of anti-Americanism, and offer stimulating suggestions for how to repair our broken image." -- Philip Kotler, professor of marketing, Kellogg School of Management, Northwestern University.
Praise for Brand America from The Observer:
Anholt and Hildreth advocate branding as an inherently peaceful and humanistic approach to international relations, because it is based on competition, consumer choice and consumer power. As such it is closely linked to principles of individual freedom and power, far more likely to lead to world peace than statecraft based on territory, economic power, ideologies, politics or religion. They show, too, that brand analysis, because it embraces both emotional and intellectual arguments, has a particular power to put America under a searching spotlight.
Brand America will not only convince you of the serious intent behind [country branding] but will also make you realize that America is indeed the mother of all brands. John SimmonsAbout the Author:
Simon Anholt is the author of Another One Bites the Grass and Brand New Justice. He is one of the world's leading specialists in creating brand strategies for countries and cities and an advisor on public diplomacy for the United Kingdom. Jeremy Hildreth is an economic analyst who has contributed to many publications, including The American Spectator, USA Today, and The Wall Street Journal.
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Book Description Cyan Communications, 2005. Condition: New. book. Seller Inventory # M1904879020
Book Description Cyan Communications, 2005. Paperback. Condition: New. Never used!. Seller Inventory # P111904879020
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Book Description Cyan Communications. PAPERBACK. Condition: New. 1904879020 New Condition. Seller Inventory # NEW99.0872881
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