02575nam 2200445 450 991079640490332120180626092525.01-4985-6828-9(CKB)3840000000339472(MiAaPQ)EBC5321158(EXLCZ)99384000000033947220180402h20182018 uy 0engurcnu||||||||rdacontentrdamediardacarrierBranding Latin America strategies, aims, resistance /edited by Dunja Fehimovic and Rebecca Ogden ; foreword by Melissa AronczykLanham, Maryland :Lexington Books,2018.©20181 online resource (247 pages)1-4985-6827-0 Includes bibliographical references at the end of each chapters and index.Foreword / Melissa Aronczyk -- Introduction: context and contestation / Dunja Fehimovic and Rebecca Ogden -- Promotion before nation branding : Chile at the world exhibitions / Andrea Paz Cerda Pereira -- The counter-narratives of nation branding : the case of Peru / Félix Lossio Chávez -- Living the brand : authenticity and affective capital in contemporary Cuban tourism / Rebecca Ogden -- Covert nation branding and the neoliberal subject : the case of "it's Colombia, not Columbia" / Paula Gómez Carrillo -- Resisting the brand, resisting the platform? : digital genres and the contestation of corporate powers in Belén Gache's radikal karaoke / Claire Taylor -- Protests, news, and nation branding : the role of foreign journalists in constructing and projecting the image of Brazil during the June 2013 demonstrations / César Jiménez-Martínez -- International love? "Latino" music videos, the Latin brand of universality, and pitbull / Andrew Ginger -- The paradoxes of the "Cuban brand" : authenticity, resistance, and heroic victimhood in Cuban film / Dunja Fehimovi? -- Branding, sense, and their threats / Brett Levinson -- Epilogue / Dunja Fehimovic and Rebecca Ogden -- About the contributors.Place marketingLatin AmericaBranding (Marketing)Latin AmericaLatin AmericaRelationsPlace marketingBranding (Marketing)303.4828Fehimovic DunjaOgden RebeccaAronczyk MelissaMiAaPQMiAaPQMiAaPQBOOK9910796404903321Branding Latin America3798286UNINA