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Other Papers on :Branding

S/M/316. Brands as Global Ambassadors: Soft Power of China and Japan

(2005, 7500 words)

The paper examines the concept of power reviewing academic definitions of 'hard power' (HP) and 'soft power' (SP) and discussing both types of power in the context of national culture, ideology and brand values. Brand strategies in Asian business are described; the role of SP and HP in international relations is discussed. A hypothesis is argued that firms generate soft power through branding; case studies of Japan and China are presented.
 
   
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