Treating the Nation as a Brand: Some Neglected Issues

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Treating the Nation as a Brand: Some Neglected Issues

Journal of Macromarketing, 2000

N. O'Shaughnessy

Abstract

... In this way, the brand of a nation may follow a development path like a well-advertised brand of product. Perceptions of national success, whether in economic, military, or sporting areas, seem helpful in giving that nation&amp;amp;#x27;s products more 58 JUNE 2000 ...

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