Category Archives: Branding

by Matthew Asinari di San Marzano Humanity has made incredible progress in the last 50 years. Global poverty has fallen significantly. Life expectancy has risen worldwide. But the environmental and social price we’ve paid is far too high. Climate change is threatening our existence. Nature’s destruction is undermining the ecosystems we need to survive. It’s […]

Sarasota is a true jewel in Florida. The city has long attracted residents and visitors from the rest of the world thanks to its pristine beaches, diverse cultural offerings, world-class golf courses, outdoor activities and sunny weather throughout the year. Sarasota is today a trendy destination, endlessly generating new energy and attracting new residents of […]

The perception of a product or service can be shaped by the brand image of the country from which it has come. In this paper, Matt Asinari with Phil Buehler, Godfrey Philips and Richard Brandt explain how country brands can be evaluated and managed. Companies make products and services, consumers buy Brands A brand is […]