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Critical Analysis of Harrison-Walker’s Strategic Positioning of Nations as Brands

This journal article tries to utilize Aaker and Shansby’s six-step approach to positioning and apply the same in terms of nation branding. The study conducted by Harrison-Walker (2011) is an important step in understanding why strategic positioning of nations as brands attracts investments, business, and improves tourism for the country. This study also touches upon the managerial implications from distinctive positioning for nations.