Nation Branding: What is it? Keith Dinnie tells us about this in his book, Nation Branding - Concepts, Issues, Practice, which is also considered the first textbook of nation branding.
Keith Dinnie is the founder of Brand Horizons consultancy. He is a real professional in his work and considered one of the world’s leading experts on nation branding. He has published his research in several international journals including Place Branding and Public Diplomacy, European Journal of Marketing, Journal of Brand Management and so on. Keith Dinnie's research focuses mainly on place brand management for cities, regions, countries and other localities. Keith Dinnie has lived and worked in various countries around the world, which gave him a unique insight into various concepts and approaches to branding.
Lovemarks is a marketing concept that is intended to replace the idea of brands. A lovemark is a brand that we recognize; it has a large loyal audience and causes true love. In the current world of marketing, there are a lot of brands that use the concept of lovemarks behind their marketing strategies. The most famous examples are Apple, Starbucks, Coca-Cola, Adidas, Nike and IKEA.
You don't need millions of advertising budgets to become a lovemark, but a bright feature, which will make buyers love you: quality, price, interior or professionalism of employees. For example, the iconic Harley-Davidson attains reputation of the symbol of freedom and unlimited roads. Purchasing this motorcycle gives you an opportunity to enter into the club of the elected.
We all sooner or later come across design. Someone as a mediator between an employer and designer, someone has to make designs when creating a post in Facebook or Instagram. So, does an advertising specialist need design?