Competitive Identity
The New Brand Management for Nations, Cities, and Regions
Number of pages: 160
Publisher: Palgrave Macmillan
BBB Library: Politics and Public Affairs
ISBN: 9780230500280
Editorial Review
In such a busy and crowded marketplace, most people and organizations don’t have time to learn about what other places are really like. When you haven’t got time to read a book, you judge it by its cover. We all navigate through the complexity of the modern world armed with a few simple clichés: Paris is about style, Japan about technology, Switzerland about wealth and precision, Tuscany about the good life, and most African nations about poverty, corruption, war, famine and disease. These clichés and stereotypes – whether they are positive or negative, true or untrue—fundamentally affect our behavior towards other places and their people and products. Some quite progressive countries don’t get nearly as much attention, visitors, business or investment as they need because their reputation is weak or negative, while others are still trading on a good image that they acquired decades or even centuries ago, and today do relatively little to deserve.
Book Reviews
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Wisdom to Share
Competitive Identity uses the “brand” just as a metaphor for how countries can compete more effectively in the modern age.
All responsible governments need to discover what the world’s perception of their country is, and to develop a strategy for managing it.
These clichés and stereotypes—whether they are positive or negative, true or untrue—fundamentally affect our behavior towards other places and their people and products.
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