Bookcover of Controlling the Message
Booktitle:

Controlling the Message

A Strategic Approach to Nation Branding

LAP LAMBERT Academic Publishing (2010-08-06 )

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ISBN-13:

978-3-8383-8940-0

ISBN-10:
3838389409
EAN:
9783838389400
Book language:
English
Blurb/Shorttext:
This book explores and discusses the role of strategic communication in the nation branding process. Nation branding is fundamentally related to managing the perceptions of the audiences. Therefore, brand promises and messages carry the upmost importance in assessing the success of these campaigns. Three fundamental facets are introduced and explored in order to analyze how messages are crafted and disseminated. Firstly, the definition and components of nation branding are discussed. Subsequently, the concept of nation branding is evaluated, with particular focus on the communication tools, rhetorical mechanisms, and media platforms that can be used to reach target audiences. Finally, the role of strategic planning in nation branding is analyzed. The findings of this research will help scholars and practitioners to highlight the rhetorical aspects and strategic planning of future nation branding campaigns.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Efe Sevin
Number of pages:
88
Published on:
2010-08-06
Stock:
Available
Category:
Comparative and international political science
Price:
49.00 €
Keywords:
Public Diplomacy, Place Branding, Nation Branding, communication, strategy, Political Communication

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