Tilting at windmills -- The queen of branding -- Charlotte in wonderland -- The prince of pollsters -- Measuring distance in kilograms -- Why do they hate us? -- The pictures in their heads -- The business of America -- The power of brands -- Brand America -- CEOs in handcuffs -- Plague or paranoia -- In search of anti-anti-Americans -- The path to happy -- Sink roots, don't just spread branches -- Go glocal -- Share your customers' cares -- Stiff-necked, tree-hugging critics -- Share your customers' dreams -- Myth America -- A lever to move the world -- Waging peace.
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, 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, 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.
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.
This book critically discusses the role of sports in nation branding and public diplomacy during the years 2020 and 2022, as the world was going through a global pandemic and health, economic, social, and political crises. The book argues that the use of sports for nation branding and public diplomacy goals is not new, but the changes the world went through required nations, places, communities, and individuals to modify and adapt the ways they use sports for country image purposes. After discussing global changes, the book outlines the theoretical frameworks of nation branding and public diplomacy, and discusses their manifestations through the evolution of the FIFA World Cup, the postponed Tokyo 2020 Olympic Games, the role of Title IX in American sports, the European Super League, the Oregon22 World Athletics Championships, the emergence of sport-tech diplomacy, and though the role of sports and the global order in an ever-changing world.
Overview The fun and easy way to build your brand and increase revenues. Content - Everything You Ever Wanted to Know About Branding - Building a Brand, Step-by-Step - Launching Your New Brand - The Care and Feeling of Your Brand - Protecting Your Brand - Ten Truths about Branding - Ten Branding Mistakes and How to Avoid Them - Resources for Brand Managers Duration 9 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
'Nation Branding' is a comprehensive 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.
A stellar group of America's leading political thinkers explore how to reboot our democracy The presidential election of 2016 highlighted some long-standing flaws in American democracy and added a few new ones. Across the political spectrum, most Americans do not believe that democracy is delivering on its promises of fairness, justice, shared prosperity, or security in a changing world. The nation cannot even begin to address climate change and economic justice if it remains paralyzed by political gridlock. Democracy Unchained is about making American democracy work to solve problems that have long impaired our system of governance. The book is the collective work of thirty of the most perceptive writers, practitioners, scientists, educators, and journalists writing today, who are committed to moving the political conversation from the present anger and angst to the positive and constructive change necessary to achieve the full promise of a durable democracy that works for everyone and protects our common future. Including essays by Yasha Mounk on populism, Chisun Lee on money and politics, Ras Baraka on building democracy from the ground up, and Bill McKibben on climate, Democracy Unchained is the articulation of faith in democracy and will be required reading for all who are working to make democracy a reality. Table of Contents Foreword Introduction David W. Orr Part I. The Crisis of Democracy Populism and Democracy Yascha Mounk Reconstructing Our Constitutional Democracy K. Sabeel Rahman Restoring Healthy Party Competition Jacob S. Hacker and Paul Pierson When Democracy Becomes Something Else: The Problem of Elections and What to Do About It Andrew Gumbel The Best Answer to Money in Politics After Citizens United: Public Campaign Financing in the Empire State and Beyond Chisun Lee Remaking the Presidency After Trump Jeremi Suri The Problem of Presidentialism Stephen Skowronek Part II. Foundations of Democracy Renewing the American Democratic Faith Steven C. Rockefeller American Land, American Democracy Eric Freyfogle Race and Democracy: The Kennedys, Obama, Trump, and Us Michael Eric Dyson Liberty and Justice for All: Latina Activist Efforts to Strengthen Democracy in 2018 Maria Hinojosa What Black Women Teach Us About Democracy Andra Gillespie and Nadia E. Brown Engines of Democracy: Racial Justice and Cultural Power Rashad Robinson Civic and Environmental Education: Protecting the Planet and Our Democracy Judy Braus The Supreme Court's Legitimacy Crisis and Constitutional Democracy’s Future Dawn Johnsen Part III. Policy Challenges Can Democracy Survive the Internet? David Hickton The New New Deal: How to Reregulate Capitalism Robert Kuttner First Understand Why They're Winning: How to Save Democracy from the Anti-Immigrant Far Right Sasha Polakow-Suransky No Time Left: How the System Is Failing to Address Our Ultimate Crisis Bill McKibben Powering Democracy Through Clean Energy Denise G. Fairchild The Long Crisis: American Foreign Policy Before and After Trump Jessica Tuchman Mathews Part IV. Who Acts, and How? The Case for Strong Government William S. Becker The States Nick Rathod Democracy in a Struggling Swing State Amy Hanauer Can Independent Voters Save American Democracy? Why 42 Percent of American Voters Are Independent and How They Can Transform Our Political System Jaqueline Salit and Thom Reilly Philanthropy and Democracy Stephen B. Heintz Keeping the Republic Dan Moulthrop The Future of Democracy Mayor Ras Baraka Building a University Where All People Matter Michael M. Crow, William B. Dabars, and Derrick M. Anderson Biophilia and Direct Democracy Timothy Beatley Purpose-Driven Capitalism Mindy Lubber Restoring Democracy: Nature's Trust, Human Survival, and Constitutional Fiduciary Governance 397 Mary Christina Wood Conclusion Ganesh Sitaraman
A famous historian demonstrates that one can learn a lot about the contradictions that lie at the heart of America today by looking at them through the lens of the 1890s.
