SUMMARY: "A country brand at the highest level is much more than a logo or slogan, it is a unifying and identifiable platform that is manifested in the country experience, communicated by officials and citizens and delivered through different government and private agencies."
"Looking at a country holistically, determining its key requirements and objectives, and aligning both senior levels of government with implementers and executors from the beginning are the only ways to help create a true... view the complete research record
