Journal of Brand Management

, Volume 9, Issue 4, pp 249–261 | Cite as

Country as brand, product, and beyond: A place marketing and brand management perspective

  • P KotlerEmail author
  • D GertnerEmail author


This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.


brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy 


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Copyright information

© Palgrave Macmillan 2002

Authors and Affiliations

  1. 1.S. C. Johnson Professor of Marketing, Kellogg Graduate School of Management, Northwestern UniversityEvanstonUSA
  2. 2.Assistant Professor of Marketing, Lubin School of Business, Pace University, Pleasantville/Briarcliff CampusPleasantvilleUSA

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