National Brand Identity & Its Effect On Corporate Brands: The National Brand Effect (NBE)

Abstract

The power of culture, ethos, and just “being” within the living Brand of a nation is something each citizen on earth experiences every day. Yet, few stop to consider that, since the dawn of time, human beings have been radically affected by the Brands they live within – and verce versa. From the hunter‐gatherer group on the Serengeti, the ancient Egyptian nation built on the Nile, France Under Napoleon, newly emerging open‐society China, to today’s United States of America, human beings live within Brands and Branded systems that shape the way they act, think, and are perceived.

Citation

Paul Jaworski, S. and Fosher, D. (2003), "National Brand Identity & Its Effect On Corporate Brands: The National Brand Effect (NBE)", Multinational Business Review, Vol. 11 No. 2, pp. 99-113. https://doi.org/10.1108/1525383X200300013