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

Anholt, Simon; Hildreth, Jeremy

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Couverture souple

ISBN 10 : 1905736568 ISBN 13 : 9781905736560

Editeur : Cyan Books, 2010

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Book by Anholt Simon Hildreth Jeremy

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Pr�sentation de l'�diteur :

Countries are among the most powerful brands on the global marketplace. Love it or loathe 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, Levi s); 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 America s potency lies in it being the country of origin for the world s three most valuable and profitable business sectors: entertainment, merchant banking and IT. This makes America the world s 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 up to and including Obama, the values of Brand America and the growth of anti-Americanism. America is truly the greatest branding story of them all, and this fully updated book tells it for the first time.

Biographie de l'auteur :

Simon Anholt is one of the world s 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).

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