Essays about: "Görel Englund"

Found 1 essay containing the words Görel Englund.

  1. 1. Nation Branding; A Brand New Marketing Tool on the Global Arena; A Qualitative Case Study in a Swedish Context

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Görel Englund; [2012]
    Keywords : Corporate Co-branding; Country of Origin; Cultural Branding; National Identity; Public Diplomacy;

    Abstract : Global competition is becoming fierce. New marketing techniques are emerging, among them Nation Branding. The aim of this study is to answer the following questions: What is Nation Branding and how is it applied in Sweden? Why is Nation Branding controversial and when does it matter? The study is performed through a qualitative, abductive approach. READ MORE