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The “ICON” Model of Place Branding – Lessons for Japan’s City, Region and Nation Brands
- Keith Dinnie (Head of Discipline for Management and Marketing at the University of Dundee School of Business, Scotland)
In this lecture, Dr. Keith Dinnie will explore the challenges and opportunities facing Japan’s city, region and nation brands. Applying the ICON model which he created in order to enable best practice in place branding, he will discuss place branding issues in Japan at city, region and national levels. The ICON model proposes that good practice in place branding is:
There will be a question and answer session after the lecture.
Head of Discipline for Management and Marketing at the University of Dundee School of Business, Scotland
Dr. Keith Dinnie is Head of Discipline for Management and Marketing at the University of Dundee School of Business, Scotland. He is one of the world’s leading authorities on place branding. He is the author of the first textbook on nation branding, Nation Branding – Concepts, Issues, Practice, 2nd edition (Routledge, 2015) and editor of City Branding – Theory and Cases (Palgrave Macmillan, 2011). He has published in top international journals including International Marketing Review, European Journal of Marketing, Marketing Theory, Tourism Management, and Place Branding and Public Diplomacy. He is a member of Dundee City Council’s Brand Group and he is a Non-Executive Director on the Board of Visit Dundee Ltd. He has advised the United Kingdom Government’s Department of Food and Rural Affairs (Defra), the Korean Presidential Council on Nation Branding, and the Scottish Government. His books have been translated into Japanese, Chinese, Korean and Russian.