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MBU visits Expo Milano
12 Mar

EXPO 2015 in Milan – Branding Revisited

National Branding by Professor Friedman

Following his visit to the Expo 2015 in Milan, which theme this year was “Feeding the Planet, Energy for Life”, Professor Friedman , Marketing professor at Montreux Business University, looked into national branding in his latest article published in Le News.

When people talk about brands, they often talk about products, services or experiences — from Coca-Cola and Apple computers, to Hertz rental cars and Walt Disney World.

But what about countries?

We may not often consciously talk about “Brand Japan” or “Brand Italy”, but all countries possess, to varying degrees of strength and clarity, a national brand. And as with a product, service or experience, the extent to which that brand is actively managed can range from comprehensive private/public efforts (think “Cool Britannia”), to none at all.

This interesting article that can be read on Le News website in full.

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