ABSTRACT
This chapter focuses on the concept of brand equity. We first look at the two major perspectives on brand equity: the consumer perspective and the financial perspective. We then apply the brand equity concept to nation brands and examine the range of potential sources and dimensions of nation brand equity. The first case in this chapter demonstrates how Singapore has built up its nation brand equity, whilst the second case considers the power of advertising to enhance China’s nation brand equity. The academic perspective by Efe Sevin provides insights into Web 2.0 and nation branding. The practitioner insight by Roger Sinclair illustrates a methodology for placing a financial valuation on a nation brand.
