TITLE

Country as brand, products, and beyond: A place marketing and brand management perspective

AUTHOR(S)
Kotler, Philip; Gertner, David
PUB. DATE
April 2002
SOURCE
Journal of Brand Management;Apr2002, Vol. 9 Issue 4/5, p249
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. Role of brands in creating product differentiation; Impact of country names on attitudes toward products; Tasks of country brand management.
ACCESSION #
6712354

 

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