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Brand America: The Making, Unmaking and Remaking of the Greatest National Image of All Time

The Making, Unmaking and Remaking of the greatest national Image of all Time

von Anholt, Simon / Hildreth, Jeremy   (Autor)

Countries are among the most powerful brands on the global marketplace. Love it or loath it, never has there been a bigger or stronger brand than the United States of America. More than any other country, America has been blessed with a huge range of positive brand attributes. The country is associated with the definitive youth lifestyle (Coke, MTV, Levis); with sporting prowess (Nike, NBA, Timberland); and with technological supermacy (Microsoft, Dell, IBM). America is well-informed (CNN, Time, Newsweek) and, naturally, wealthy (American Express, Merrill Lynch, Goldman Sachs). Of the top 100 international brands, 64 of them are American-owned. The core of Americas potency lies in it being the country of origin for the worlds three most valuable and profitable business sectors: entertainment, merchant banking and IT. This makes America the worlds most powerful public domain brand. American brands simply hitch themselves onto this powerful national brand, and a cultural and commercial trail is instantly blazed for them around the world. This book traces American history, the values of Brand America and the growth of anti-Americanism upto the Obama presidency. America is truly the greatest branding story of them all, and this book tells it for the first time.

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Produktbeschreibung

Countries are among the most powerful brands on the global marketplace. Love it or loath it, never has there been a bigger or stronger brand than the United States of America. More than any other country, America has been blessed with a huge range of positive brand attributes. The country is associated with the definitive youth lifestyle (Coke, MTV, Levis); with sporting prowess (Nike, NBA, Timberland); and with technological supermacy (Microsoft, Dell, IBM). America is well-informed (CNN, Time, Newsweek) and, naturally, wealthy (American Express, Merrill Lynch, Goldman Sachs). Of the top 100 international brands, 64 of them are American-owned. The core of Americas potency lies in it being the country of origin for the worlds three most valuable and profitable business sectors: entertainment, merchant banking and IT. This makes America the worlds most powerful public domain brand. American brands simply hitch themselves onto this powerful national brand, and a cultural and commercial trail is instantly blazed for them around the world. This book traces American history, the values of Brand America and the growth of anti-Americanism upto the Obama presidency. America is truly the greatest branding story of them all, and this book tells it for the first time. 

Autoreninfo

Simon Anholt is one of the worlds leading specialists in creating brand strategies for countries and regions. He has advised the governments of the United Kingdom, Switzerland, Croatia, New Zealand, among others, as well as the Goethe Institute, World Bank, United Nations and many other organisations, on brand development and public diplomacy. He is the author of Another One Bites the Grass (Wiley, 2000) and Brand New Justice (Kogan Page, 2003). 

Mehr vom Verlag:

MARSHALL CAVENDISH CORP

Mehr vom Autor:

Anholt, Simon / Hildreth, Jeremy

Produktdetails

Medium: Buch
Format: Kartoniert
Seiten: 198
Sprache: Englisch
Erschienen: März 2010
Auflage: NEW PAPERBACK EDITION.
Maße: 199 x 131 mm
Gewicht: 233 g
ISBN-10: 1905736568
ISBN-13: 9781905736560

Bestell-Nr.: 4642559 
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P_ABB: black & white illustrations, black & white halftones
Einband: Kartoniert
Auflage: NEW PAPERBACK EDITION.
Sprache: Englisch

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