This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally.
Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to provide a breadth of cases from across the continent. The chapters are written from a wide range of academic and practitioner perspectives.
Nation Branding in Europe is valuable supplementary reading for advanced undergraduate, postgraduate and doctoral students interested in nation branding and will appeal to students from marketing, communications, and international relations disciplines. Outside of academia, the book will be of interest to those working in the areas of public diplomacy and strategic communications, as well as public relations and branding practitioners involved in designing nation branding campaigns.
Table of Contents
Magdalena Florek and Jarosław Górski
10. The Netherlands
Robert Govers and Simon Anholt
José Filipe Torres
João Freire is Professor at Ipam/Universidade Europeia, Portugal, and a researcher at ICNOVA in Lisbon, Portugal.
"This book offers an engaging and insightful deep dive into the challenges and opportunities facing nation brands in Europe. Practitioners of place marketing, tourism, international relations and diplomacy can gain a broad understanding of the geo-political, cultural and economic factors that coalesce around a place brand, and scholars and students alike will benefit from the thorough cross-section of cases featured. In light of changing current events, this book is needed now more than ever."
Dr Giannina Warren, Senior Lecturer, Middlesex University, UK