The aim of this study is to investigate whether countries can be branded like companies. Company brands are managed according to clear ownership and top-down control of brand management. In contrast, countries are governed according to the public interest, which requires transparency and participation.
CITATION STYLE
Kleppe, I. A., & Mossberg, L. L. (2015). Company Versus Country Branding: “Same, same but Different.” In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 53–60). Springer Nature. https://doi.org/10.1007/978-3-319-11848-2_13
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