Konstfacks bibliotek

*00001153cam a22003377a 4500
*00139351
*00520141218131044.0
*008081120s2010    xxka          000 0 eng c
*0167 $a014-80061$2uk
*0167 $aGBA-8C948$2uk
*020  $a1-905736-56-8 (pbk)
*020  $a978-1-905736-56-0 (pbk)
*035  $a(OCoLC)ocn830738937
*035  $a(SE-LIBR)17238298
*040  $aGBVCP$bger$erakwb$cGBVCP
*08204$a658.8270973
*084  $aQbm$2kssb/8
*084  $aKqa$2kssb/8
*1001 $aAnholt, Simon
*24510$aBrand America :$bthe making, unmaking and remaking of the greatest national image of all time /$cSimon Anholt with Jeremy Hildreth
*2603 $aLondon :$bMarshall Cavendish,$c2010
*300  $a198 s. :$bill.$c20cm
*500  $aPrevious ed.: 2004
*599  $aImported from: zcat.oclc.org:210/OLUCWorldCat (Do not remove)
*650 7$aMarknadsföring$2sao
*651 4$aFörenta staterna$2sao
*653 0$aAnti-Americanism
*653 0$aBrand name products$aUnited States
*653 0$aBranding (Marketing)$aUnited States
*653 0$aUnited States$aHistory
*7001 $aHildreth, Jeremy
*841  $5Ko$ax  a$b1412104u    8   1001uu   0901128$e4
*852  $5Ko$bKo$hK
*85642$uhttp://www.gbv.de/dms/zbw/585422753.pdf$3Inhaltsverzeichnis
^

[b]This is the new edition of the story of how the USA became the greatest and most influential brand of all.[/b]Countries are among the most powerful brands on the global marketplace. Love it or loathe it, never has there been a bigger or stronger brand than the United States of America. More than any other country, America has been blessed with a huge range of positive brand attributes. The country is associated with the definitive youth lifestyle (Coke, MTV, Levi's); with sporting prowess (Nike, NBA, Timberland); and with technological supremacy (Microsoft, Dell, IBM). America is well-informed (CNN, [i]Time, Newsweek[/i]) and, naturally, wealthy (American Express, Merrill Lynch, Goldman Sachs). Of the top 100 international brands, 64 of them are American-owned.This book traces American history up to and including Obama, the values of Brand America and the growth of anti-Americanism. America is truly the greatest branding story of them all and this fully updated book tells it for the first time.

• Introductionp. 6
• Let Freedom and Cash Registers Ring: America as a Brandp. 16
• Brand of the Free: Launching Brand Americap. 28
• Persuade or Perish: Brandishing Brand Americap. 46
• To Know Us is to Love Us: The Guerrilla Marketing of Brand Americap. 74
• Arches Abroad: Privatizing Brand Americap. 106
• Losing the Knack: Brand America in Declinep. 126
• Just Do It: An Open Letter to President Obama on Rejuvenating Bund Americap. 156
• Endnotesp. 187
• Bibliographyp. 191