Brand communication is concerned with conveying the voice of the brand. The communication options are literally endless. According to one categorization, there are at least four sets of programs in the brand communication toolbox: advertising and promotion; interactive marketing; events and experiences; and mobile marketing.1 The question then is how one assembles these various communication tools to most effectively and efficiently build brand equity.
CITATION STYLE
Wang, J. (2013). Communicating Nation Brands. In Palgrave Macmillan Series in Global Public Diplomacy (pp. 87–108). Palgrave Macmillan. https://doi.org/10.1057/9781137361721_5
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