Mapping a Country’s Future

Pat Hyland - Jun 25, 2007
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Imagine France without fashion, Germany without automotive excellence or Japan without consumer electronics. There’s no arguing that the image we have of another country says a lot about how we view it as a tourist destination, a place to invest or a source of consumer goods. How does a country brand differ from a product or service brand? Who controls it? And how do you ensure ‘internal’ alignment?

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