Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches

By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.

Dr Andreas Masouras is an Associate Professor of Communication and Marketing in the Department of Economics & Business at Neapolis University. He holds a PhD with distinction from the Department of Political Science and International Relations at the University of the Peloponnese. The title of his doctoral dissertation is “Entrepreneurship and Competitiveness through the Lens of Institutional Analysis: The Case of Cyprus,” which is available in the National Archive of Doctoral Dissertations. He coordinates the following programs: the conventional MBA, the distance MBA (English-speaking), and the MBA in Tourism (distance learning). He is actively writing scientific articles and participates in international conferences. His book, “Entrepreneurship in Small and Medium-Sized Enterprises”, published by the American publishing house Nova, has been indexed in the Scopus book list.

Sofia Daskou is an Associate Professor in Business and Customer Management at Neapolis University Paphos. Prior to joining NUP, Dr Daskou was a Senior Lecturer in Marketing at Nottingham Trent University. Dr Daskou has served at the University of Plymouth, as Director of Postgraduate Programmes of Plymouth Business School, Relationship Development Manager and a lecturer in Marketing. She has also served as an assistant professor in Marketing and Coordinator of the MBA and Bachelor of Science in Business Administration programs of Hellenic American University in HAEC/ Athens in Greece. Her academic career commenced as a Lecturer B at the University of Strathclyde. Her research focuses on ethical consumption, entrepreneurial thinking, consumer issues, disordered eating and mindful consumption, customer satisfaction and loyalty, relationship marketing and CRM. Her work is published in journals such as: Nutrients, European Journal of Sport Science, International Journal of Economics and Business Research, Journal of Financial Services Marketing, Global Business & Economics Review, and Journal of Relationship Marketing. Since 2010, Dr Daskou is the President of the International Advisory Council for the Marketing Profession (IACMP), an advisory body to the International Institute of Marketing Professionals (IIMP).

Victoria Pistikou is currently affiliated with Democritus University of Thrace.

Dimitrios Dimitriou educational background includes Doctorate in econometric modelling for quantitative demand forecasting, MSc in Airport Planning and Management, MSc in Infrastructures Environmental Management, and Diploma (equivalent to 4 years BA and 1-year MSc) in Civil Engineering (transportation sector). His specialization deals with the subjects of large investment appraisal, project financing, business planning, project management, transport and supply chain economics, corporate management performance, decision making for organizations/enterprises, investment economic impact assessment and Sustainable planning, management and economics for large projects. His direction focused on sector of energy, transport, logistics and supply chain.

Tim Friesner is a Higher Education teacher, with more than 20 years’ experience within a range of learning and teaching, academic, and training roles in the public, private and university sectors. His professional expertise is in marketing, as well as innovation and entrepreneurship. Tim has been a director of popular online resource since 2000. He is also an Associate Lecturer with the Open University Business School, tutoring students studying topics including entrepreneurship, innovation and management.