Purpose – The objective of this paper is to highlight the human representatives of the brand (brand relationship representatives), as an important enabler in achieving effective supply chain synchronization via the transfer of information on product availability and planned promotions between...

pt. 1. Scope and scale of nation branding -- pt. 2. Conceptual roots of nation branding -- pt. 3. Ethical and pragmatic issues in nation branding -- pt. 4. Current practice and future horizons for nation branding.