Marandu, Edward E.; Amanze, Donatus N.; Mtagulwa, … - In: International Journal of Business Administration 3 (2012) 2, pp. 17-27
This paper evaluates Botswana¡¯s national branding using the Gilmore (2002) and the Echtner & Ritchie (2003) models. The methodology involved an examination of the extant literature to identifying key factors that influence brand perceptions for a nation and the nature of those factors. The...