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Cities in Asia Pacific can leverage “soft power” to drive brand reputation and gain competitive edge. This was the result of the latest study conducted by Weber Shandwick, one of the world’s leading global public relations firms, entitled “Engaging Cities: the Growing Relevance of Soft Power to City Reputations in Asia Pacific”. Soft power refers to attributes of city brand reputation that enable Asian countries to be competitive, as opposed to hard power like politics, economics and military might.

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DIANA V

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Soft power drives brand reputation – study

December 22, 2014 - 12:00am

Cities in Asia Pacific can leverage “soft power” to drive brand reputation and gain competitive edge. This was the result of the latest study conducted by Weber Shandwick, one of the world’s leading...

Business