Branding Brazil

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Branding Brazil

Author : Leslie L. Marsh
Publisher : Rutgers University Press
ISBN 13 : 1978819315
Total Pages : 220 pages
Book Rating : 4.9/5 (788 download)

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Book Synopsis Branding Brazil by : Leslie L. Marsh

Download or read book Branding Brazil written by Leslie L. Marsh and published by Rutgers University Press. This book was released on 2021-05-14 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil from 2003 to 2014. A utopian impulse drove the reproduction of Brazilian cultural identity for local and global consumption; cultural production sought social and economic profits, especially greater inclusion of previously marginalized people and places. Marsh asserts that three communicative strategies from branding–promising progress, cultivating buy-in, and resolving contradictions–are the most salient and recurrent practices of nation branding during this historic period. More recent political crises can be understood partly in terms of backlash against marked social and political changes introduced during the branding period. Branding Brazil takes a multi-faceted approach, weaving media studies with politics and cinema studies to reveal that more than a marketing term or project emanating from the state, branding was a cultural phenomenon.

Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices

Author : Eva Niesing
Publisher : diplom.de
ISBN 13 : 3954896427
Total Pages : 194 pages
Book Rating : 4.9/5 (548 download)

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Book Synopsis Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices by : Eva Niesing

Download or read book Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices written by Eva Niesing and published by diplom.de. This book was released on 2013-09-27 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Nation branding

Author : Keith Dinnie
Publisher : Routledge
ISBN 13 : 1136377352
Total Pages : 262 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Nation branding by : Keith Dinnie

Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Branding Brazil

Author : Leslie L. Marsh
Publisher : Rutgers University Press
ISBN 13 : 1978819293
Total Pages : 220 pages
Book Rating : 4.9/5 (788 download)

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Book Synopsis Branding Brazil by : Leslie L. Marsh

An Insider's Guide to Place Branding

Author : Florian Kaefer
Publisher : Springer Nature
ISBN 13 : 3030671445
Total Pages : 276 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis An Insider's Guide to Place Branding by : Florian Kaefer

Download or read book An Insider's Guide to Place Branding written by Florian Kaefer and published by Springer Nature. This book was released on 2021-03-29 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This professional guidebook highlights brand development and management for cities, regions, countries, and destinations. It presents a unique collection of expert interviews, combined with latest research insights and thoughts on the most relevant topics and trends linked to the reputation, brand development and management of cities, regions, countries and destinations. This is a book which offers inspiring personal stories and reflections, and at the same time serves as essential know how guide for busy place managers, marketers and developers who care about the reputation and well-being of their community.

Research Companion to Language and Country Branding

Author : Irene Theodoropoulou
Publisher : Routledge
ISBN 13 : 1000214400
Total Pages : 409 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Research Companion to Language and Country Branding by : Irene Theodoropoulou

Download or read book Research Companion to Language and Country Branding written by Irene Theodoropoulou and published by Routledge. This book was released on 2020-11-16 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.

Intellectual Property Branding in the Developing World

Author : Tshimanga Kongolo
Publisher : Routledge
ISBN 13 : 1000008738
Total Pages : 172 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Intellectual Property Branding in the Developing World by : Tshimanga Kongolo

Download or read book Intellectual Property Branding in the Developing World written by Tshimanga Kongolo and published by Routledge. This book was released on 2019-05-13 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intellectual Property Branding in the Developing World identifies success stories in the areas of intellectual property (IP) and branding for non-technological innovation in the developing world. The author examines the relationship between IP, branding and innovation to demonstrate that innovation, in general, and non-technological innovation, in particular, must go hand in hand with branding. Branding of non-technological innovations should be a good strategic tool to be used by countries in the developing world mainly in the areas where they have competitive advantages. This book will assist scholars and academics dealing with innovation, branding, and IP issues, providing context and guidance to policymakers from the developing world. It is also relevant to researchers and students in the fields of intellectual property law, commercial law, international law, management, and innovation.

Woman-Centered Brazilian Cinema

Author : Jack A. Draper III
Publisher : State University of New York Press
ISBN 13 : 1438490267
Total Pages : 306 pages
Book Rating : 4.4/5 (384 download)

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Book Synopsis Woman-Centered Brazilian Cinema by : Jack A. Draper III

Download or read book Woman-Centered Brazilian Cinema written by Jack A. Draper III and published by State University of New York Press. This book was released on 2022-10-01 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Woman-Centered Brazilian Cinema highlights the bold, inspiring, and diverse work of female filmmakers—including directors, screenwriters, and producers—and female protagonists in the twenty-first-century Brazilian film industry. This volume examines the diverse production and distribution spaces these filmmakers are working in, including documentary, experimental, and short filmmaking, as well as commercial feature films. An intersectional approach runs throughout the chapters with complex considerations around gender, race, sexuality, and class. The book features a mix of research methods and genres, with macro-level political, economic, and industry-wide views of gender disparities appearing alongside in-depth conversations with contemporary filmmakers Maria Augusta Ramos, Petra Costa, Mari Corrêa, and Paula Sacchetta, focused on micro-level personal experiences. In bringing together original essays and interviews, the volume provides valuable information for students of Brazil in general and of Brazilian film in particular.

Brand Building and Marketing in Key Emerging Markets

Author : Niklas Schaffmeister
Publisher : Springer
ISBN 13 : 3319194828
Total Pages : 418 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Brand Building and Marketing in Key Emerging Markets by : Niklas Schaffmeister

Download or read book Brand Building and Marketing in Key Emerging Markets written by Niklas Schaffmeister and published by Springer. This book was released on 2015-10-09 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.

Branding Latin America

Author : Dunja Fehimovic
Publisher : Lexington Books
ISBN 13 : 1498568289
Total Pages : 247 pages
Book Rating : 4.4/5 (985 download)

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Book Synopsis Branding Latin America by : Dunja Fehimovic

Download or read book Branding Latin America written by Dunja Fehimovic and published by Lexington Books. This book was released on 2018-02-15 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

BrandingPays

Author : Karen Kang
Publisher : Branding Pays Media
ISBN 13 : 9780988437524
Total Pages : 208 pages
Book Rating : 4.4/5 (375 download)

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Book Synopsis BrandingPays by : Karen Kang

Download or read book BrandingPays written by Karen Kang and published by Branding Pays Media. This book was released on 2013-02 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization and social media have made the world smaller, more connected and infinitely more competitive. The world has changed. Have you? If you don't have the package that will take you to the next level of your career, you need to reinvent your personal brand. BrandingPays(TM), a practical guide to strategic personal branding, will help you refocus your skills and experience so you are the best candidate for the job, career and business opportunities that you desire. Perfect for professionals, entrepreneurs and college students, the step-by-step BrandingPays methodology has been proven in Fortune 500 companies and leading business schools. Former Regis McKenna Inc. Partner Karen Kang builds upon concepts and techniques from the legendary marketing firm that created and launched the Apple brand.

Medical Tourism

Author : Colin Michael Hall
Publisher : Routledge
ISBN 13 : 0415665752
Total Pages : 242 pages
Book Rating : 4.4/5 (156 download)

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Book Synopsis Medical Tourism by : Colin Michael Hall

Download or read book Medical Tourism written by Colin Michael Hall and published by Routledge. This book was released on 2013 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Medical and health tourism is a significant area of growth in the export of related services. This text addresses the substantial political, philosophical and ethical issues that arise out of these transnational practices.

Medical Tourism

Author : C. Michael Hall
Publisher : Routledge
ISBN 13 : 1136270523
Total Pages : 242 pages
Book Rating : 4.1/5 (362 download)

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Book Synopsis Medical Tourism by : C. Michael Hall

Download or read book Medical Tourism written by C. Michael Hall and published by Routledge. This book was released on 2012-08-21 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Medical and health tourism is a significant area of growth in the export of medical, health and tourism services. Although spas and improved well-being have long been part of the tourist experience, health tourism now includes travel for medical purposes ranging from cosmetic and dental surgery through to transplants and infertility treatment. Many countries including China, Cuba, Hungary, India, Thailand, Malaysia and Singapore actively promote and compete for the medical tourist dollar, while many developed countries also provide niche private services. However, the field of medical tourism is increasingly being subject to scrutiny and debate, particularly as a result of concerns over regulatory, ethical and wider health issues. Drawing on a range of theoretical and methodological perspectives, this book is one of the first to critically address the substantial political, philosophical and ethical issues that arise out of the transnational practices of medical tourism. Through a series of chapters the book engages with key issues such as the role of regulatory and policy structures in influencing medical and health tourism related mobilities. These issues are investigated by considering range of developing and developed countries, medical systems and health economic perspectives. The book adopts a multi-layered perspective to not only investigate the business and marketing practices of medical and health tourism but places these within a broader framework of contemporary globalisation, policy and practice. By doing so it opens up debate of the ethical space in which medical and health tourism operates as well as reinforce the wide ranging perspectives that exist on the subject in both the public and academic imagination. This significant contribution will be of interest to students, academics in tourism and medical policy, trade and economic development fields.

The New Strategic Brand Management

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749450851
Total Pages : 576 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The New Strategic Brand Management by : Jean-Noël Kapferer

Download or read book The New Strategic Brand Management written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2008 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

Embodying Brazil

Author : Sara Delamont
Publisher : Taylor & Francis
ISBN 13 : 1134859554
Total Pages : 245 pages
Book Rating : 4.1/5 (348 download)

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Book Synopsis Embodying Brazil by : Sara Delamont

Download or read book Embodying Brazil written by Sara Delamont and published by Taylor & Francis. This book was released on 2017-01-06 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: The practice of capoeira, the Brazilian dance-fight-game, has grown rapidly in recent years. It has become a popular leisure activity in many cultures, as well as a career for Brazilians in countries across the world including the US, the UK, Canada and Australia. This original ethnographic study draws on the latest research conducted on capoeira in the UK to understand this global phenomenon. It not only presents an in-depth investigation of the martial art, but also provides a wealth of data on masculinities, performativity, embodiment, globalisation and rites of passage. Centred in cultural sociology, while drawing on anthropology and the sociology of sport and dance, the book explores the experiences of those learning and teaching capoeira at a variety of levels. From beginners’ first encounters with this martial art to the perspectives of more advanced students, it also sheds light on how teachers experience their own re-enculturation as they embody the exotic ‘other’. Embodying Brazil: An Ethnography of Diasporic Capoeira is fascinating reading for all capoeira enthusiasts, as well as for anyone interested in the sociology of sport, sport and social theory, sport, race and ethnicity, or Latin-American Studies.

Modernization Dreams, Lusotropical Promises

Author : Ana Beatriz Ribeiro
Publisher : BRILL
ISBN 13 : 9004432760
Total Pages : 364 pages
Book Rating : 4.0/5 (44 download)

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Book Synopsis Modernization Dreams, Lusotropical Promises by : Ana Beatriz Ribeiro

Download or read book Modernization Dreams, Lusotropical Promises written by Ana Beatriz Ribeiro and published by BRILL. This book was released on 2020-06-15 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Books Network: Modernization Dreams, Lusotropical Promises What history and motivations make up the discourses we are taught to hold, and spread, as common sense? As a member of Brazil's upper middle class, Ana Beatriz Ribeiro grew up with the image that to be developed was to be as European as possible. However, as a researcher in Europe during her country's Workers' Party era, she kept reading that Africans should be repaid for developing Brazilian society – via Brazil's "bestowal" of development upon Africa as an "emerging power." In Modernization Dreams, Lusotropical Promises, the researcher investigates where these two worldviews might intersect, diverge and date back to, gauging relations between representatives and projects of the Brazilian and Mozambican states, said to be joined in cooperation more than others.

Corporate Branding in Facebook Fan Pages

Author : Eliane Pereira Zamith Brito
Publisher : Business Expert Press
ISBN 13 : 1606499432
Total Pages : 162 pages
Book Rating : 4.6/5 (64 download)

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Book Synopsis Corporate Branding in Facebook Fan Pages by : Eliane Pereira Zamith Brito

Download or read book Corporate Branding in Facebook Fan Pages written by Eliane Pereira Zamith Brito and published by Business Expert Press. This book was released on 2015-03-09 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.