'Putting the GREAT back into Britain' : National identity, public-private collaboration & Transfers of brand equity in 2012's global promotional campaign
Research Highlights and Abstract: This article provides A 'zeitgeist' analysis of how the Coalition leadership tried to make the most of Britain's 'big year' of 2012, particularly in terms of the government's 'prosperity agenda'; Rich empirical data about high profile, government-wide trends in British promotional strategies and practices in the context of austerity; Analysis of the consequences o