Rebuilding Brand America
What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad
Published on 1. January 2007
Book
Hardback
304 pages
978-0-8144-7333-7 (ISBN)
Description
Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. This book is an exploration of this phenomenon, from its causes and earliest manifestations to current efforts by businesses and other organizations to mitigate it. Based on a deep understanding of anti-Americanism's roots, "Rebuilding Brand America" is a call to action that will help U.S.-based companies prosper in global markets.
More details
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 236 mm
Width: 162 mm
Thickness: 26 mm
Weight
590 gr
ISBN-13
978-0-8144-7333-7 (9780814473337)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Dick Martin, a PR and brand expert, is former executive vice president of public relations, employee communications, and brand management for AT&T. He has published articles in The Harvard Business Review and other media, and is the author of Tough Calls (0-8144-7243-5).
Content
"Introduction: The Anti-American Century Part One Chapter One: Tilting at Windmills Chapter Two: The Queen of Branding Chapter Three: Charlotte in Wonderland Chapter Four: The Prince of Pollsters Chapter Five: Measuring Distance in Kilograms Part Two Chapter Six: Why Do They Hate Us? Chapter Seven: The Pictures in Their Heads Chapter Eight: The Business of America Chapter Nine: The Power of Brands Chapter Ten: Brand America Chapter Eleven: CEOs in Handcuffs Chapter Twelve: Plague or Paranoia? Part Three Chapter Thirteen: In Search of Anti-Anti-Americans Chapter Fourteen : The Path to Happy Chapter Fifteen: Sink Roots, Don't Just Spread Branches Chapter Sixteen: Go Glocal Chapter Seventeen: Share Your Customers' Cares Chapter Eighteen: Stiff-Necked, Tree-Hugging Critics Chapter Nineteen : Share Your Customers' Dreams Chapter Twenty: Myth America Chapter Twenty-One: A Lever to Move the World Chapter Twenty-Two: Waging Peace Coda: The Last Three Feet A Note About the Endnotes Notes Acknowledgments Index"