Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches

By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.

Andreas Masouras is an Assistant Professor at Neapolis University Pafos. He is expertise in Marketing Management and Qualitative Social Research. Dr. Masouras is a graduate of the Doctor Management program from Monarch Business School and PhD holder in Institutional Economics from the University of Peloponnese. Dr. Masouras also holds an MPhil in Media from the University of Brighton, a BA degree in Communication and Mass Media from the National Kapodistrian University of Athens, LLB from Neapolis University and a M.Sc. in Globalization, Media and Culture from the University of Glamorgan in Wales (South Wales University) as well as a Postgraduate Diploma in Management Studies (with specialization in media) from the National Awarding Body of the United Kingdom. Opposite of media studies, Dr. Masouras holds a postgraduate certificate in university education from the University of Brighton. He is a founding member and Head of the Research Institute of Applied Communication in Cyprus. Andreas has been a Visiting Research Fellow at Antwerp University in Belgium, at the Central European University in Hungary and at Fordham University, NY.