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| Tekijä: | Hakala, U. Lemmetyinen, A. |
| Otsikko: | Co-creating a nation brand "bottom-up" |
| Lehti: | Tourism review
2011 : VOL. 66:3, p. 14-24 |
| Asiasana: | brands management image Finland marketing |
| Vapaa asiasana: | place branding |
| Kieli: | eng |
| Tiivistelmä: | This article explores the connection of the identity and image of nation-brand using co-creation paradigm to nation branding. The paper is based on empirical study conducted among 178 Finnish university students. Students was assigned to build a program for branding Finland. The results reveal that nation brand is at crossroads of three levels of identity and fragmented set of images. |
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