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Title Statement Brand America : the making, unmaking and remaking of the greatest national image of all time
Publication, Distribution, etc. (Imprint) Marshall Cavendish, London : 2010
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Index Term - Uncontrolled
Electronic Location and Access http://www.gbv.de/dms/zbw/585422753.pdf Inhaltsverzeichnis
ISBN 1-905736-56-8 (pbk) 978-1-905736-56-0 (pbk)
Waiting
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*020 $a978-1-905736-56-0 (pbk)
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*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 $aUnited States
*653 0$aBrand ing (Marketing)$aUnited States
*653 0$aUnited States$aHistory
*7001 $aHildreth, Jeremy
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*85642$uhttp://www.gbv.de/dms/zbw/585422753.pdf$3Inhaltsverzeichnis
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[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.
Introduction p. 6 Let Freedom and Cash Registers Ring: America as a Brand p. 16 Brand of the Free: Launching Brand America p. 28 Persuade or Perish: Brandishing Brand America p. 46 To Know Us is to Love Us: The Guerrilla Marketing of Brand America p. 74 Arches Abroad: Privatizing Brand America p. 106 Losing the Knack: Brand America in Decline p. 126 Just Do It: An Open Letter to President Obama on Rejuvenating Bund America p. 156 Endnotes p. 187 Bibliography p. 191