Location branding comes of age

Creenagh Lodge

Branding a country is arguably the most challenging branding operation of all. Product brands are straightforward physical things, service brands are more complex, but ultimately manageable.

Location Branding Comes Of Age

Creenagh Lodge Corporate Edge

The girl who conducted me to the BBC World Service studio to talk about branding Ghana said 'is nothing sacred? Branding countries! I mean, how trivial can you get?'. And for countries you can read nations, provinces, regions, cities, off-shore islands and even continents. This is a view shared by much more distinguished minds, most recently Mark Ritson of the London Business School, on record in Marketing (8th September 2004).

Some of the evidence may justify such comments but there is increasingly...

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