Controlling the Message: A Strategic Approach to Nation Branding - Softcover

Sevin, Efe

Softcover

ISBN 10: 3838389409 ISBN 13: 9783838389400

Publisher: LAP LAMBERT Academic Publishing, 2010

Synopsis

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.

About this title

About the Author

Efe Sevin is a communication scholar and consultant specialized in branding and reputation management. With his academic background and experience in international relations, he is interested in public diplomacy and nation/place branding projects. For further information, you can visit his website at http://www.efesevin.com/.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2010
• ISBN 10: 3838389409
• ISBN 13: 9783838389400
• Binding: Paperback
• Language: English
• Number of pages: 88