Places : identity, image and reputation / by Simon Anholt.

Incluye bibliografía.

1. Images of place : is this about marketing, or isn´t it? -- 2. On image and trust -- 3. National identity : cause or effect? -- 4. Should places have simple images? -- 5. Sketches of national image and identity -- Pakistan and Mexico -- Kenya -- Denmark -- Italy -- Israel -- Switzerland -- Latvia -- America -- Albania -- Bilbao and Dubai -- Asia -- China -- 6. When does marketing make sense? -- 7. Public diplomacy and place branding : where´s the link? -- 8. ´Brand Europe´--where next´? -- How the world sees Europe -- Defining ´brand Europe´ -- 9. Public sector, private sector -- 10. The media and national image -- The national media centre -- Bad press -- The question of deserved reputation -- Picking your battles -- 11. ´Is this about me?´--The critical issue of relevance -- 12. Some conclusions.

´Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively with the governments of other places. But what can actually be done to understand and measure the reputations of places, and even to influence them? Are they simply ´brand images´ like the images of products, that can be influenced at will by the tricks and techniques of commercial marketing? Or are they, as Simon Anholt argues, deeply rooted cultural phenomena that move - if they move at all - very slowly, and only in response to major events and changes in the places themselves? This new collection of essays by the ´father of place branding´, Simon Anholt, reveals compelling and essential new thinking on the nature of national reputation.´--pub. desc.