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Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6 (2018): 99. http://dx.doi.org/10.22610/jebs.v10i6.2598.
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This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
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Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6(J) (2018): 99–112. http://dx.doi.org/10.22610/jebs.v10i6(j).2598.
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This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
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Wu, Yann-Ling, Wen-Hsiang Lai, and Ying-Chyi Chou. "An Analytic Hierarchy Process (AHP) Approach to Identifying Key Criteria of Taiwan’s National Brand." International Business Research 9, no. 12 (2016): 143. http://dx.doi.org/10.5539/ibr.v9n12p143.
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<p>Nation branding benefits industrial upgrading within a nation and closes the competitiveness gap between nations. A nation that lacks a strong, positive, reputable national brand cannot maintain its competitiveness aimed at attracting consumers, tourists, investors, or immigrants and cannot gain the respect and attention of other nations or the global media. All nations are currently vying to create their own national brands. Taiwan has also attempted to define its advantages and develop its national brand to not only respond to current development trends, but also to examine issues facing Taiwan’s development. Because of this, key criteria of Taiwan’s nation branding were identified in this study. The expert interview methodology was used to discuss and compile a criteria system of Taiwan’s national brand and the analytic hierarchy process technique was used to calculate the relative weights for these criteria. Results showed that the most suitable criteria for Taiwan’s nation branding were based on the dimension of culture; within this dimension, the criterion historical heritage was most crucial. This study can serve as a reference for the government when it needs to determine areas to focus on in nation branding.</p>
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Knott, Brendon, Alan Fyall, and Ian Jones. "Sport mega-events and nation branding." International Journal of Contemporary Hospitality Management 29, no. 3 (2017): 900–923. http://dx.doi.org/10.1108/ijchm-09-2015-0523.
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Purpose Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding. Design/methodology/approach An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event. Findings Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain. Originality/value While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.
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Kaneva, Nadia. "Simulation nations: Nation brands and Baudrillard’s theory of media." European Journal of Cultural Studies 21, no. 5 (2018): 631–48. http://dx.doi.org/10.1177/1367549417751149.
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This article outlines a new perspective on the role of media in nation branding, drawing on Jean Baudrillard’s post-structuralist media theory. I argue that, following Baudrillard, we can see nation brands in a new light, namely, as simulacra which exist within a transnational media system for the creation, circulation and consumption of commodity-signs. In this capacity, nation brands shed their representational burden of standing in for the nation and, instead, operate as self-referential entities. I use the example of Brand Kosovo to provide illustrations for my theoretical points. However, while the case of Kosovo has its specificities, I propose that the theoretical claims presented here hold beyond its parameters. This article forms part of the Theorizing Media in Nation Branding Special Issue.
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Jansen, Sue Curry. "Designer nations: Neo-liberal nation branding – Brand Estonia." Social Identities 14, no. 1 (2008): 121–42. http://dx.doi.org/10.1080/13504630701848721.
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Yalkin, Cagri. "A Brand Culture Approach to Managing Nation-Brands." European Management Review 15, no. 1 (2017): 137–49. http://dx.doi.org/10.1111/emre.12129.
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Rojas-Méndez, José. "The nation brand molecule." Journal of Product & Brand Management 22, no. 7 (2013): 462–72. http://dx.doi.org/10.1108/jpbm-09-2013-0385.
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Hassan, Salah, and Abeer A. Mahrous. "Nation branding: the strategic imperative for sustainable market competitiveness." Journal of Humanities and Applied Social Sciences 1, no. 2 (2019): 146–58. http://dx.doi.org/10.1108/jhass-08-2019-0025.
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Purpose Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands. Design/methodology/approach The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand. Findings For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors. Originality/value This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.
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Andreja, Sršen. "The Aspects of National Branding: Conceptual and Theoretical Framework." European Journal of Interdisciplinary Studies 4, no. 3 (2018): 45. http://dx.doi.org/10.26417/ejis.v4i3.p45-53.
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The concept of countries as brands has been increasingly recognized in the post-modern global world. The terms "national brand" or "country brand" define a symbolic construct, which emphasizes the attractive, unique and sustainable qualities of a nation. This paper argues that the national brand and its competitiveness, based on the new approaches of nation branding using sociological and economic theories and concepts, can establish and communicate a specific image of national identity. This paper presents some empirical findings of a study that investigate Croatian national brand. Nation branding might be obtained by a sustained dialog between government, decision makers, business, cultural and civil community, leaders, and individuals in the society. A country brand, therefore, consists of an identity and image, as a system of signs and codes, where nation branding applies widely used marketing concepts for promoting the country's image and attractiveness. Finally, the paper argues that "national brand" or "country brand“is not just a function individually performed by governments or companies, but an integrated and concerted effort on behalf of all interested stakeholders.
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MOMO, Alain Michael. "QUANTITATIVE PERCEPTIONS OF BACKUS’S E-GOVERNANCE MODEL." TURKISH JOURNAL OF MARKETING 4, no. 2 (2019): 150–61. http://dx.doi.org/10.30685/tujom.v4i2.55.
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This study was conducted to determine measures of dispersion for normal distribution of nation brand ranking in line with Backus’s e-governance model adoption. The significance of this study dwells in the quantitative interpretations of Backus’s e-governance model for rebranding African nations. This is an exploratory study, which is based on the emic perspective (author’ s viewpoint) built on literature reviewing and inferential statistics. The results show that the probability for investors to select randomly South Africa as business destination P (RSA) is 35%. The mean of top 10 African nation brands being 61.2; South Africa’s brand variance of 156.8; and standard deviation of 5.8 translates better reputation and positioning from the sample (n).
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Ojo, Sanya. "Interrogating place brand – a case of two cities." Qualitative Market Research: An International Journal 23, no. 4 (2020): 907–32. http://dx.doi.org/10.1108/qmr-11-2017-0151.
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Purpose This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand. Design/methodology/approach Using a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding. Findings Three pathways of the flow of causality between nation brand and city brand were emphasised, and problematic themes of interest to focus are recommended as a way forward for aspiring cities to create and improve their global reputation to generate increased footfalls of visitors and investors. Practical implications It is possible for cities to create effective brands irrespective of the reputation (strong or weak) of their countries of origin. The implication of the reverse relationship between nation and city brand has the potential to expand the theoretical framework of a place brand. Originality/value The study’s uniqueness is in highlighting the different relations between nation branding and city branding that could guide practitioners in actualising a successful city brand project.
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Tecmen, Ayse. "Nation branding and right to brand/brand Turkey." Research and Policy on Turkey 2, no. 1 (2017): 76–89. http://dx.doi.org/10.1080/23760818.2016.1272269.
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Kusraeva, Olga A. "Nation brand and competitiveness of companies: Alternative approach to nation branding." Vestnik of Saint Petersburg University. Management 20, no. 1 (2021): 30–57. http://dx.doi.org/10.21638/11701/spbu08.2021.102.
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The purpose of this study is to identify factors by which the nation brand builds a competitive advantage for various activities implemented in the country and to develop an alternative approach to nation branding, which allows to increase the competitiveness of companies operating in the country. The analysis of the previous research reveals that the nation brand image is formed by nation branding, which is aimed to communicate the nation brand identity. It is also determined that during the implementation of nation branding, three types of gaps can take place between nation brand image and identity and prevent the formation of competitive advantages. The research intended to identify the factors that form competitive advantages through the nation branding was performed in two steps: first, the analysis of the main approaches to nation branding on what forms a competitive advantage and then the identification of the factors based on the analysis of the functions and goals of nation branding. In addition to political, socio-cultural, and geographical factors, the research reveals the following factors: communication, uniqueness, relevance, management, and brand unity. With consideration to identified factors and the information about gaps, there was developed an alternative approach to nation branding with the goal to enhance the competitiveness of companies operating in the country. 11 characteristics underlying the alternative approach were defined. The significant role of the national priorities of the country in the formation of the nation brand is emphasized. In the framework of an alternative approach, nation brand education is marked as a key task of nation branding. The team which is responsible for nation branding will trains representatives of different fields of the state activities how to use the nation brand in order to enhance competitiveness.
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Song, Young-A., and Yongjun Sung. "Antecedents of Nation Brand Personality." Corporate Reputation Review 16, no. 1 (2013): 80–94. http://dx.doi.org/10.1057/crr.2012.24.
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Lahrech, Abdelmounaim, Katariina Juusola, and Mohamed Eisa AlAnsaari. "Toward more rigorous country brand assessments: the modified country brand strength index." International Marketing Review 37, no. 2 (2020): 319–44. http://dx.doi.org/10.1108/imr-06-2019-0152.
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PurposeThis study focuses on country branding indices. The main purpose of this study is to build an objective country brand strength index using secondary data. The new index, the Modified Country Brand Strength Index (MCBSI), builds on Fetscherin's (2010) Country Brand Strength Index (CBSI) but uses more rigorous methods and design to create a complementary index to be used together with the survey-based Anholt–GfK Nation Brands Index (NBI). The MCBSI also utilized human development, which is an important dimension of country brands not captured by CBSI.Design/methodology/approachThe MCBSI addresses three significant limitations of the CBSI by using an alternative methodology in constructing the index: specifically, it uses weights for the dimensions, longitudinal data, and relative values by dividing each factor by its cross-country maximum.FindingsOur index ranks 131 countries based on the strength of their country brand. A stronger correlation was found between the MCBSI and NBI than between the CBSI and NBI.Practical implicationsOur contribution has strong implications for both policymakers and academic researchers as it provides a tool for assessing the strength of country brands through accurate but less costly data compared to primary data collected by consultancies for country brand strength indices. The MCBSI informs country brand managers regarding how well their country brand performs across a range of critical dimensions, including export, tourism, foreign direct investments, immigration, government environment and human development.Originality/valueThis study contributes to the emerging academic literature on country brand indices. Currently, there is a lack of objective measurement instruments for assessing country brands. The MCBSI is designed for this purpose to complement the NBI by measuring country brands with objective secondary data. Viewed together, the NBI and our index overcome the obvious shortcomings inherent in each method by providing objective, factual data on country brand equity while providing insight into how people socially construct and evaluate nation brands.
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Rojas-Méndez, José I., Nicolas Papadopoulos, and Steven A. Murphy. "Measuring and Positioning Nation Brands: A Comparative Brand Personality Approach." Corporate Reputation Review 16, no. 1 (2013): 48–65. http://dx.doi.org/10.1057/crr.2012.25.
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Lin, Chih-Pin, and Tse-Ping Dong. "The antecedents and consequences of exporting cultural products." International Marketing Review 38, no. 3 (2021): 487–513. http://dx.doi.org/10.1108/imr-11-2019-0262.
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PurposeAlthough recent models of place branding have proposed culture as a crucial element in establishing a strong place or nation brand, the way in which cultural products influence the brand equity of other products from the same nation has not yet been studied. This study aims to argue that when a nation has strong legal institutions, as perceived by investors and managers, it offers fertile soil for cultivating cultural products that, when exported, can act as “cultural ambassadors,” promoting the country image in the minds of consumers and the value of the country's brands.Design/methodology/approachExports of cultural products are provided by UNESCO. Valuable brands are those that brand finance included in its global top 500 most valuable brands list. The rule of law is provided by the World Bank. Panel regression models are used.FindingsSupporting the hypotheses, exports of cultural products show positive effects on the value of brands from that country, and the rule of law shows positive effects on exports of cultural products.Practical implicationsPolicymakers could improve the brand value of local firms by promoting exports of cultural products. To do so, policymakers should initiate judicial reforms that strengthen the rule of law to protect contracts and property rights.Originality/valueThis study examines the hitherto underexplored effects that a country's cultural product exports have on the brand value of firms from that country. Most prior research has focused on factors affecting imports of cultural products.
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Merkelsen, Henrik, and Rasmus Kjærgaard Rasmussen. "The Construction of Brand Denmark: A Case Study of the Reversed Causality in Nation Brand Valuation." Valuation Studies 3, no. 2 (2015): 181–98. http://dx.doi.org/10.3384/vs.2001-5992.1532181.
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In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity.
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Pamment, James, and Cecilia Cassinger. "Nation branding and the social imaginary of participation: An exploratory study of the Swedish Number campaign." European Journal of Cultural Studies 21, no. 5 (2018): 561–74. http://dx.doi.org/10.1177/1367549417751152.
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The Swedish Number is a 2016 marketing campaign by an independent tourist association that relies heavily on a developing heritage of Swedish nation branding initiatives. It uses media technologies to encourage citizen participation in promoting Swedish values, partly for the purpose of showing the country’s authentic side and partly for generating publicity. This article conducts a case study of the campaign in order to explore the ways in which media technologies were used to circulate tropes originating in the official nation brand in the service of a commercial interest. We argue that Brand Sweden has established a set of national identity resources that may be leveraged through public participation, vast publicity drives via media technologies and through mimicry of the national interest. Such a study supports a closer analysis of the ways in which nation brands influence identity politics via media technologies. This article will be of much interest to scholars of nation brands, cultural studies, participatory culture, national identity and transmedia engagement. This article forms part of the ‘Theorizing Media in Nation Branding’ Special Issue.
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Hakim, Lutfi Maulana. "Batik Sebagai Warisan Budaya Bangsa dan Nation Brand Indonesia." Nation State Journal of International Studies 1, no. 1 (2018): 61–90. http://dx.doi.org/10.24076/nsjis.2018v1i1.90.
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This research was aimed to analyze Indonesian government effort in building Indonesian cultural heritage as a nation brand. This research explains how Indonesian government process and batik artist, cultural and entrepreneur in establishing identity and brand nation of Indonesia. Utilization of batik as a nation brand is an innovation and a new tool in building the identity of the Indonesian nation. There are four steps of the nation brand development process that is training, identification, implementation, evaluation successfully applied by the government. The success of the nation-building brand built with the artists batik artists, cultural and businessmen is the entry of batik as world cultural heritage. This development process is also expected to regenerate the young generation of Indonesia to directly promote and preserve batik.
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Jacobsen, Ushma Chauhan. "Does subtitled television drama brand the nation? Danish television drama and its language(s) in Japan." European Journal of Cultural Studies 21, no. 5 (2018): 614–30. http://dx.doi.org/10.1177/1367549417751150.
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This article explores the relationships between nation branding, authenticity, language and their ideologies by considering two themes. First, how language ideologies and language practices texture the transnational production, distribution and viewing of subtitled television drama. Second, the extent and ways by which subtitled television dramas, in languages other than English, brand the nation to which they are associated. Using the context of increasing exports of Danish television drama to other nations, the article draws its empirical material from fieldwork interactions with industry professionals and viewers in Japan to consider both themes. The article proposes that there are different intensities by which Danish television dramas brand Denmark and the Nordic region; it discusses the implications of the use of English, and how branding the nation involves processes that are intrinsically fragile and require symbiotic relations with other languages and other nations to be successful. This article forms part of the Theorizing Media in Nation Branding Special Issue.
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Irwansyah, NFN. "PERSPEKTIF TRIPLEHELIX DALAM NATION BRAND INDONESIA." Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 1, no. 2 (2016): 81. http://dx.doi.org/10.25008/jkiski.v1i2.53.
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Momentum memperkuat nation brand Indonesia semakin tinggi seiring dengan penguatan sistem pemerintahan
yang demokratis dan eksplorasi keberagaman kultur. Namun persepsi negatif masih muncul dan Indonesia belum
memiliki reputasi yang baik di mata masyarakat dari negara lain. Oleh karena itu dengan pendekatan grounded
theory berbasis wawancara mendalam, konsep triple helix yang memadukan aspek pemerintah, bisnis, dan
masyarakat sipil digali dan dianalisis secara tematik. Hasil temuan memperlihatkan, perspektif triple helix dalam
nation brand dapat dipertimbangkan sebagai kekuatan yang penting dan tidak terpisahkan. Mulai dari kualitas
sistem pelayanan terpadu, reformasi birokrasi, revolusi mental, sinkronisasi antar sektor dan regulasi, kualitas
sumber daya manusia, budaya mental bekerja, infrastruktur, fasilitas, nilai luhur dan filosofis bangsa, kemasan dan
daya tahan produk merupakan penguat dan pelengkap keramahtamahan Indonesia dalam membangun nation
brand
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Anholt, Simon. "Nation brand as context and reputation." Place Branding 1, no. 3 (2005): 224–28. http://dx.doi.org/10.1057/palgrave.pb.5990023.
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Raftowicz-Filipkiewicz, Magdalena. "Nation Branding as an Economic Challenge for the Countries of the Middle and Eeast Europe on the Example of Estonia." Equilibrium 7, no. 4 (2012): 49–59. http://dx.doi.org/10.12775/equil.2012.026.
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This paper presents the topic of nation branding, which is considered as a complementary factor of the traditional economic policy implemented in a given country. The concept of branding aims at creating a strong national brand for improving the brands of national products, as well as the image of the country which influences the attraction of foreign direct investments and increase the export. The example of Estonia attempts to prove that the actions for national brand changed positively the image in this country, as well as the competitiveness of the economy. For this purpose the author used the ranking of national brand and international competitiveness. The author also set as a goal to recognize if the concept of nation branding can be useful for the other countries of Central and Eastern Europe, especially Poland. The conclusion of this paper is that nation branding is an economic challenge for these countries and should be implemented as soon as possible in their strategies of country’s development.
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Biletska, Oksana. "CULTURE AS A NATION BRANDING TOOL WITHIN THE INTERNATIONAL INTERACTION SYSTEM." CULTURE AND ARTS IN THE MODERN WORLD, no. 22 (June 30, 2021): 22–33. http://dx.doi.org/10.31866/2410-1915.22.2021.235887.
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The purpose of the study is to clarify the role of culture as a tool for nation branding development, as well as national brand’s building and promoting within the global context of the national discourse. To reach the aim of the research, there was carried out the systematisation of the “nation branding” and “nation brand” concepts, as well as the analysis of theoretical and practical aspects of both nation and cultural brand and image of the country in the context of international cooperation. The research methodology consists in using general methods of empirical and theoretical research based on analysis, synthesis and concretisation. It is to analyse and summarise the results to reveal the “culture” factor’s importance in the nation branding development as an externally oriented phenomenon, in the context of international interaction providing information about what the country is. The scientific novelty of the study is to clarify the cultural constituent’s role in the process of the nation branding development in the context of the “State policy in the field of nation branding”; with the carrying out the analysis of the “culture and heritage” component as a criterion influencing the “Nation Brands” world reputation indexing; looked into the strategies for the Ukrainian culture development as an axis of building a nation brand and international image of Ukraine in the context of cultural diplomacy and intercultural dialogue; with paying attention to the content of the “Study of Ukraine’s perception abroad” results as an indicator of the world awareness of Ukrainian culture in the nation branding context. The conclusions point out that today in the system of international cooperation, culture: cultural heritage, cultural diversity and cultural potential of the country — is gaining importance as a tool for building a national brand and is the most effective means of creating a country/state’s positive international image in the long run. A successful nation branding allows increasing the level of the state’s political influence in the international arena and strengthening international ties, etc.
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Melnychenko, Svitlana, Myroslava Bosovska, and Alla Okhrimenko. "THE FORMATION OF A NATION TOURISM BRAND OF UKRAINE." Baltic Journal of Economic Studies 7, no. 2 (2021): 161–69. http://dx.doi.org/10.30525/2256-0742/2021-7-2-161-169.
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Performing a large range of functions, tourism implies an embodiment of an important economic, social, and geopolitical factor affecting the competitive innovative development of all the countries. Despite the COVID-19 influence, the tourism sector remains one of drivers for the global and nation economies because it plays the generating and integrating role within the context of ensuring the positive dynamics of quantitative and qualitative parameters describing the development of economic systems. Furthermore, the tourism sector is an effective multiplier with regard to enhancing the main macroeconomic indicators. A brand is a powerful means for promoting tourism in the internal and global tourism markets. Forming and supporting a nation tourism brand constitute an important goal for effective development of the tourism sector, as well as a precondition for capturing its opportunities and strategic prospects. The article’s purpose is to substantiate conceptual basics and methodical frameworks regarding the formation and development of the nation tourism brand of Ukraine. Having generalized scientific and analytical researches, we have revealed that Ukraine ranks low on the level of tourism attractiveness and value of its nation tourism brand. In addition, we have observed the low level of competitiveness of its tourism sector in the global market. Therefore, there is a need to draw up a branding conception grounded in the holistic approach and implementation of its provisions into the tourism sector through a leverage portfolio, instruments of mechanisms, and recommendations concerning improvement of processes of formation, development, monitoring, and supporting the nation brand of Ukraine. The nation tourism brand of Ukraine is considered as the integral unique tourism image and a behaviour model for Ukraine as a country supplying a tourism product. A tourism product integrates outcomes of more than 50 industries of the economy and contains immanent attributes and determinants, which embody its identity and determine value for consumers alongside advantages for stakeholders. The formation of the nation tourism brand contemplates the structural and logical consequence of processes, which comprises six stages: brand-context, brand-monitoring, brand-start, brand-support, brand-effect, and brand-foresight. A semantic model for creating and supporting the nation tourism brand of Ukraine reflects the main groups of descriptors: stakeholders, principles, factors, functions, processes, results, and aims. The identification of these descriptors enables to indicate the content, intrinsic features, functions, and processes of the tourism branding of Ukraine. We have suggested a three-level model of the nation tourism brand’s advantages for stakeholders, which describes expenses and benefits for indicated groups of stakeholders within the context of the functioning of the formed tourism brand of the country. Forming the nation tourism brand will foster ensuring the competitiveness, image, leadership positions, business perfection, customer loyalty, positive perception of tourism products by stakeholders, tourism sector, and nation tourism system of Ukraine.
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Marck, Michael. "Cross Cultural Consumers Perceptions of Country-of-Origin and Luxury Brands." Journal of Accounting Management and Economics 19, no. 1 (2018): 11. http://dx.doi.org/10.20884/1.jame.2017.19.1.527.
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Understanding consumer behavior in the luxury industry is important. The extant literature suggests that cross-cultural conditions reflect the existence of differences in behavior and perceptions of consumers. This research investigated the way consumers in different countries and cultures perceive the country-of-origin concept in the luxury sector and also their perception about luxury brands itself. The purpose of this research was to investigate how the perception of the country-of-origin concept and the concept of luxury brands differs across nations. The value of this research is to provide empirical evidence describing how the different perceptions of country-of-origin issues and luxury brands contribute in the development of the fashion luxury brands industry. This quantitative research utilized online questionnaires attended by 190 respondents distributed from June 2012 to July 2012. Questionnaires were distributed online to different nation groups. The findings of the research indicate two interesting outcomes. First, for the case of fashion luxury brands, there were no significant differences of perceptions among the nation group perceptions regarding the country-of-origin concept. Second, there were significant differences of perceptions among the different nation group perceptions regarding to the luxury brand concept.
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Imran, Sana. "Reshaping the National Image of Azerbaijan through Nation Branding Endeavours." Khazar Journal of Humanities and Social Sciences 20, no. 4 (2017): 33–46. http://dx.doi.org/10.5782/2223-2621.2017.20.4.33.
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Every nation possesses a nation brand image, either with or without nation branding. A well thought out nation branding campaign can however, project a nation’s image and solicit global recognition. Such an endeavor concurrently instills a greater sense of belonging, self-determination and ideals of public communication in the domestic audience. The value of nation branding for tapping the economic potential of a nation remains arguable. In this paper, an effort is being made to understand how a developing country like Azerbaijan is accruing international recognition through apt utilization of nation branding tools. Strategic, conceptual and practically relevant aspects will be analyzed to ascertain efficacy of nation branding techniques and their impact on national image building. With occasional reference to the international brands of developed countries, focus will remain on endeavors of Azerbaijan to market its name and build own national brands.
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Lyulyov, Oleksii, Yaroslav Reshetniak та Liliia Khomenko. "МЕТОДИ ОЦІНКИ НАЦІОНАЛЬНОГО БРЕНДА КРАЇНИ: МІСЦЕ УКРАЇНИ У ГЛОБАЛЬНІЙ ЕКОНОМІЧНІЙ СИСТЕМІ". PROBLEMS AND PROSPECTS OF ECONOMIC AND MANAGEMENT, № 2 (18) (2019): 18–30. http://dx.doi.org/10.25140/2411-5215-2019-2(18)-18-30.
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У статті проведено аналіз та розкрито сутність поняття «національний бренд» й основні критерії його формування за визначеннями міжнародних науковців та практиків. Проаналізовано та наведено короткий опис методик міжнародних рейтингів з оцінки національних брендів, таких як Bloom Consulting, Future Brands (FB), GfK Roper (The Nation Brand Index), Brand Finance, World Economic Forum. Зазначено стан сприйняття національного бренда України. Визначено спільні та відмінні риси оцінювання міжнародних рейтингів.
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Olavarrieta, Sergio, Roberto Friedmann, and Enrique Manzur. "Brand Personality in Chile." Estudios de Administración 17, no. 1 (2020): 25. http://dx.doi.org/10.5354/0719-0816.2010.56336.
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The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker’s recommended methodology, we did so in the context of an emerging market
economy such as Chile, and using a combined emic-etic research approach. Then, we investigated the cross-cultural applicability of the construct and we also look into the applicability of the
measurement instrument developed by Aaker (1997). After several validation studies, six brand personality dimensions were found instead of the original North American based study, with tradition being the new Chilean dimension. This is consistent with previous work finding nation-specific dimensions in Japan, Spain, and France (i.e. Aaker, Benet-Martinez, Garolera, 2001; Koebel and Landwein, 1999). Insights for the understanding and management of brand images in international contexts, complementing parallel work done in other developed nations are derived.
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Cao, Xi Dong. "The Analysis of Constructing Sports Brand in the Vision of Building Powerful Sports Nation." Applied Mechanics and Materials 644-650 (September 2014): 6007–10. http://dx.doi.org/10.4028/www.scientific.net/amm.644-650.6007.
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With the fast economic development of our country, sports cause is facing new challenge and opportunity in the process of development. Through the logical analysis of the meaning and significance of powerful sports nation and sports brand, it shows that sports brand is a very important symbol for a powerful sports nation. According to the fact, the article comes up with the methodology and ways of establishing sports brand in the vision of building a powerful sports nation, which is embodied in the following aspects: establishing sports event brand and holding famous international sports event, constructing sports economy brand, reinforcing development efforts of sports agency industry, building urban sports brand to expand the influence of the city, establishing the sports goods brand to promote the development of the industry of sports goods, building professional sports club brand to increase competitiveness among sports clubs and creating sports star brand to forge international sports stars.
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Purnamasari, Devi, Muhamad Noor Hidayat, and Heni Indrayani. "STRATEGI NATION BRAND SEBAGAI PROMOSI PARIWISATA INDONESIA." Widya Komunika 7, no. 2 (2017): 32. http://dx.doi.org/10.20884/1.wk.2017.7.2.1626.
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ariwisata menjadi salah satu sektor prioritas nasional, untuk itu pemerintah berupayamengoptimalkan promosi destinasi wisata dengan cara national branding melalui VideoWonderful Indonesia versi The Journey of The World. Video tersebut menceritakan tentangkebudayaan, keindahan alam, dan petualangan wisatawan di Indonesia dan telah memperolehberagam perhargaan dunia. Mempromosikan suatu negara tidak lepas dari identitas negara, makapenelitian ini ingin membahas Strategi Brand Nation sebagai Promosi Pariwisata Indonesiadengan menggunakan pendekatan semiotika dari Video Wonderful Indonesia versi The Journey ofThe World. Metode penelitian ini menggunakan pendekatan deskriptif kualitatif dalam paradigmakonstruktivis dengan analisis semiotika Charles Sanders Pierce. Objek Penelitian adalah videoWonderful Indonesia versi The Journey of The World. Hasil penelitian menunjukkan bahwa didalam video Wonderful Indonesia versi The Journey of The World menampilkan aspek budaya(culture), alam (nature), dan jelajah (adventure). Perpaduan ketiganya digarap melalui visualisasivideo yang menampilkan pleasure tourism, leisure tourism, dan discovery tourism. Simbol-simbolyang ditampilkan dalam video seperti pengunaan batik dan kemaritiman menjadi tanda identitasnasional sekaligus strategi nation brand dalam mempromosikan pariwisata Indonesia.
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Cho, Tae Rin. "Nation Brand and Korean Language Education Policy." HAN-GEUL 294 (December 31, 2011): 199. http://dx.doi.org/10.22557/hg.2011.12.294.199.
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Mehta-Karia, Sheetal. "Imagining India: The nation as a brand." Studies in South Asian Film & Media 4, no. 1 (2012): 7–21. http://dx.doi.org/10.1386/safm.4.1.7_1.
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Hakala, Ulla, and Arja Lemmetyinen. "Co‐creating a nation brand “bottom up”." Tourism Review 66, no. 3 (2011): 14–24. http://dx.doi.org/10.1108/16605371111175294.
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Brach, Bartłomiej. "Nation brand – Issues of culture and institutionalization." Place Branding and Public Diplomacy 6, no. 3 (2010): 256–62. http://dx.doi.org/10.1057/pb.2010.25.
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Stokburger-Sauer, Nicola E. "The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy." Tourism Management 32, no. 6 (2011): 1282–89. http://dx.doi.org/10.1016/j.tourman.2010.12.004.
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Wu, Linwan. "Relationship building in nation branding: The central role of nation brand commitment." Place Branding and Public Diplomacy 13, no. 1 (2017): 65–80. http://dx.doi.org/10.1057/pb.2015.16.
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Silvanto, Sari, and Jason Ryan. "Relocation branding: a strategic framework for attracting talent from abroad." Journal of Global Mobility 2, no. 1 (2014): 102–20. http://dx.doi.org/10.1108/jgm-07-2013-0046.
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Purpose – The global migration and movement of talent plays an important role in the economic growth and competitiveness of many nations. In coming decades, it is anticipated that there will be increased competition between countries to attract the best and brightest. The World Economic Forum (2011) has recommended using nation branding strategies to attract talent. In response to this recommendation, the purpose of this paper is to propose a strategic framework and terminology for branding nations to attract highly skilled workers. Based on a review of the literature, it recommends five strategic vision drivers that can help countries brand themselves in an appealing and compelling way to talented professionals. This paper also recommends the term “relocation branding” to describe the practice of branding nations, regions and cities to attract talent. Design/methodology/approach – This paper examines the literature on nation branding and talent mobility to propose a conceptual framework of five vision drivers for branding destinations to attract talent. It also discusses how these vision drivers can be used in the context of an overall branding initiative and campaign. Findings – This paper finds that the determinants of talent mobility are complex and overlapping. Highly skilled temporary and permanent migrants have a broad range of concerns and interests when they voluntarily choose a country to live and work in. This paper argues that, given these complexities, a more tailored and multidimensional understanding of talent mobility is necessary to effectively craft a branding strategy that will appeal to the highly skilled. A clear vision, demonstrating an understanding of the challenges of moving between countries, has to be integrated into the brand from the outset. Originality/value – This paper is one of the only in-depth studies of nation branding for the purpose of attracting temporary and permanent skilled migrants. The value of this paper is significant as it provides a framework for strategically creating and positioning nation brands to attract highly skilled workers.
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Valerisha, Anggia, and Raden Fahrizal Ahadisuryo. "IKEA in Indonesia: The Synergy of Swedish Public Diplomacy and Nation Branding." JURNAL SOSIAL POLITIK 6, no. 1 (2020): 85. http://dx.doi.org/10.22219/sospol.v6i1.11170.
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Public diplomacy and nation-branding are two popular concepts and closely related to diplomacy activities by both state and non-state actors. Szondi discusses the possible inter-connections of the two concepts and formulates understanding on how his concept can help to explain the various attempts of both state and non-state actors in achieving national interest. The unit analysis of this study is Sweden as state actor and IKEA as multi-national corporation. The existence of IKEA as company with its global-popular brand has becoming concerns for further research particularly on how IKEA brand as the instrument to supports Sweden’s public diplomacy. This study aims to analyze Swedish public diplomacy and nation-branding in Indonesia through the IKEA brand as the case study and by using the model of public diplomacy and nation-branding proposed by Szondi. The study uses qualitative method with data collection carried out through documentation studies from 2014-2018. The findings indicate that the IKEA brand has unique characteristics. In Szondi’s model, IKEA brand positioned in the incision between the area of public diplomacy activities and the area of nation-branding, which is described by Szondi as the fourth model. Through the IKEA brand, there is a synergy between Swedish public diplomacy activities and its nation- branding strategy. The IKEA brand has succeeded not only in the promotion of its products or companies, but also contributed to a positive image and reputation of Sweden and, increase social and economic engagement with Indonesia.
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Lee, Un-Kon. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists." SAGE Open 11, no. 1 (2021): 215824402098838. http://dx.doi.org/10.1177/2158244020988380.
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With the rapid growth of the international tourism industry, governments and tourism promotion agencies in various countries challenge to make more attractive international tourism advertisement (ITA) for foreign tourists to visit their countries. However, there may be difference in the degree to which each travel advertisement reflects the nation brand image. In some ITA cases, foreign tourists could not vividly highlight the unique images of the destination countries. Few studies have empirically validated the impact of confirmation of nation brand image in ITA on the tourist’s responses. This study challenged to empirically examine how the fit between the ITA contents and nation brand image affects the travel intentions of foreign tourists. I developed my research model based on the literature of country image, brand advertisement fit model, and expectation confirmation theory. I conducted the quasi-experiment by using 4 examples of ITA which reflect 4 unique images of Korea (i.e. K-Food, Korean wave, shopping, hot place) compared with other countries. Totally 276 valid data were collected and analyzed using the partial least squares (PLS) algorithm. The results indicate that confirmation of nation brand image in ITA significantly increase perceived usefulness, perceived enjoyment. These changes could increase tourist’s satisfaction, ITA adoption intention, destination visit intention, and E-word of mouth intention. The findings of this study could contribute to identify the impacts on the nation brand image in ITA and could provide practical lessons on how to make more persuasive ITA.
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Dharmaputra, Radityo. "Reassessing Nation-Branding: Danish Public Diplomacy towards Muslim-Majority Countries after the 2005 Cartoon Crisis." Jurnal Global & Strategis 10, no. 2 (2017): 235. http://dx.doi.org/10.20473/jgs.10.2.2016.235-247.
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This article reassesses Danish efforts of nation-branding towards Muslim-majority countries after the 2005 Prophet Cartoon Crisis. It disputes Rasmussen &Merkelsen’s (2012) findings regarding the shifting Danish policy to a more brand-conscious policy. This article differentiates reactive crisis diplomacy and a brand-informed policy and finds that Danish policy towards Muslim-majority countries was closer to the principle of reactive crisis diplomacy, rather than a conscious nation-branding. Result from this research could be used as the basis for future research on the idea that nation branding could complement the use of classic diplomacy. As the Danish case has shown, the lack of coordination between governmental and non-governmental actors and the lack of conscious effort on nation branding could negate the possibility of creating a good brand image.
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Anholt, Simon. "Why brand? Some practical considerations for nation branding." Place Branding 2, no. 2 (2006): 97–107. http://dx.doi.org/10.1057/palgrave.pb.5990048.
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Kemming, Jan Dirk, and Christian Humborg. "Democracy and nation brand(ing): Friends or foes?" Place Branding and Public Diplomacy 6, no. 3 (2010): 183–97. http://dx.doi.org/10.1057/pb.2010.19.
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Novcic, Branka, and Velimir Stavljanin. "Nation branding: The analysis of Serbia's brand identity." Marketing 46, no. 4 (2015): 263–76. http://dx.doi.org/10.5937/markt1504263n.
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Blair, Thomas C., Kuo-Hsiang Chen, Meng-Dar Shieh, and Shang-chia Chiou. "Brand a Nation: What is being Brand?: The Impact of Olympics on China." International Journal of the Humanities: Annual Review 7, no. 10 (2009): 57–66. http://dx.doi.org/10.18848/1447-9508/cgp/v07i10/42752.
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Putra, Romi Iriandi. "STRATEGI MEMBANGUN NATION BRANDING INDONESIA DALAM ASIAN GAMES JAKARTA-PALEMBANG 2018." SOURCE : Jurnal Ilmu Komunikasi 6, no. 1 (2020): 72. http://dx.doi.org/10.35308/source.v6i1.1794.
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The Asian Games 2018 is a sporting event held every 4 years, bringing together all Asian athletes from various branches to compete for the country's pride. Indonesia was chosen to be the host of the Asian games which made the right momentum to build Indonesia's nation branding. This study analyzes how the strategy of building nation branding on the momentum of Asian games 2018 Jakarta - Palembang. This research uses a descriptive qualitative method by describing related data. The results in this study show that the strategy used to build a nation branding in the Asian Games with media management, accentuate elements of Indonesian culture, conducting global diplomacy, creating mutual collaboration branding, and conducting a post events campaign. In addition to building nation branding, need several elements namely brand identity, positioning, and brand image which all focus on one goal that is to increase trading, tourism, and also an investment in the country.Kata Kunci: Asian games, nation branding, place marketing, brand image, destination branding.
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Knott, Brendon, Alan Fyall, and Ian Jones. "Leveraging nation branding opportunities through sport mega-events." International Journal of Culture, Tourism and Hospitality Research 10, no. 1 (2016): 105–18. http://dx.doi.org/10.1108/ijcthr-06-2015-0051.
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Purpose – This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related legacies associated with sport mega-events for a host nation. However, none have explored this in relation to the strategic activities of nation brand stakeholders. Design/methodology/approach – The case of South Africa and the 2010 FIFA World Cup was selected, as this host nation clearly stated its aim of using the sport mega-event to develop its brand. A qualitative study explored the insights of selected, definitive nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) that took place two to three years post the event. Findings – A thematic analysis clustered the leveraging imperatives into seven key strategic focus areas, namely, the media, local citizens, stakeholder partnerships, the tourism experience, design, sustainable development and urban transformation and event hosting. Research limitations/implications – This paper is not an audit of leveraging activities nor does it assess the costs of leveraging. The focus on a specific case has allowed for an in-depth analysis, although, for greater transferability of these findings, it is recommended that further comparative studies be conducted, especially in emerging nation contexts. Practical implications – The paper identifies key strategic focus areas as well as examples of practical activities for leveraging mega-events to gain and sustain nation brand benefits. In particular, stakeholders are urged to plan and budget for leveraging before, during and especially post an event. Social implications – In light of the critique of mega-events linked to their social impacts and costs, this paper recommends leveraging focus areas, and especially the mobilisation of citizen support, that can assist the realisation of positive social outcomes. Originality/value – The paper adds to the emerging discourse of nation branding, highlighting opportunities derived through sport mega-events and assisting brand stakeholders to leverage such opportunities more effectively.
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Ishii, Kenichi, and Satoshi Watanabe. "Nation brand personality and product evaluation among Japanese people: Implications for nation branding." Place Branding and Public Diplomacy 11, no. 1 (2014): 51–64. http://dx.doi.org/10.1057/pb.2014.25.
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