For this week’s interview we take you to London, England, where Keith Dinnie works as place branding scholar (Middlesex University) and advisor (Brand Horizons). Keith is the author of Nation Branding: Concepts, Issues, Practice (2nd edition) and the editor of City Branding: Theory and Cases.
Having lived in and worked in countries around the world, Keith Dinnie has gained unique insights into the different conceptions and approaches to place branding, some of which he shares in the interview. He also reflects on how the nation branding scene has changed and evolved since publication of the first edition of his book in 2008.
- The main changes in nation branding practice over the last years;
- Differences across countries in how they approach place branding;
- Main differences between cities and countries, regarding place branding;
- Good and bad examples of strategic brand management;
- Key problems in country branding;
- Keith’s favorite place branding book;
- The issues city and country branders struggle most with;
- Keith’s thoughts on the Good Country Index by Simon Anholt.
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