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→Rebranding/repositioning
The Innis Maggiore Ad Agency, which works with major corporations, says concerning [[rebranding]]/repositioning: "When a brand’s meaning is strongly established in the mind, it’s extremely difficult — if not impossible — to change. It is possible to refine, adjust and hone a brand’s meaning when necessary. But repositioning a brand with a wholesale change? Hardly a chance."<ref>[https://innismaggiore.com/blog/jcpenney-showed-brand-reinvention-can-stretch-only-so-far/ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far] by Dick Maggiore at the Innis Maggiore Ad Agency</ref>
The Innis Maggiore Ad Agency, which works with major corporations, says concerning [[rebranding]]/repositioning: "When a brand’s meaning is strongly established in the mind, it’s extremely difficult — if not impossible — to change. It is possible to refine, adjust and hone a brand’s meaning when necessary. But repositioning a brand with a wholesale change? Hardly a chance."<ref>[https://innismaggiore.com/blog/jcpenney-showed-brand-reinvention-can-stretch-only-so-far/ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far] by Dick Maggiore at the Innis Maggiore Ad Agency</ref>
==Soft power (Power of a country's brand)==
''See also:'' [[Soft power]]
[[Soft power]] is a nation's capacity to cause others to do things through persuasive/non-coercive means. The American political scientist Joseph Nye introduced the concept of "soft power" in the late 1980s.
Brand Finance, the world's leading brand valuation consultancy, annually list the countries with the strongest soft power.
===Brand Finance's 2022 ranking of the countries with the most soft power===
Brand Finance's 2022 ranking of the 10 countries with the most soft power<ref>[https://brandfinance.com/press-releases/global-soft-power-index-2022-usa-bounces-back-better-to-top-of-nation-brand-ranking#:~:text=%E2%80%9CThe%20composition%20of%20the%20Global,Kingdom%2C%20Germany%2C%20and%20China. Global Soft Power Index 2022: USA bounces back better to top of nation brand ranking], Brand Finance website, 2022</ref>:
# United States
# United Kingdom
# Germany
# China
# Japan
# France
# Canada
# Switzerland
# Russia
# Italy
== Books ==
== Books ==