Throughout the twentieth century, most of the really successful international brands have come from countries that are successful brands in their own right, and substantial transfer of imagery and brand equity can often be seen to occur between the two.
CITATION STYLE
Anholt, S. (1998). Nation-brands of the twenty-first century. Journal of Brand Management, 5(6), 395–406. https://doi.org/10.1057/bm.1998.30
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