Academic literature on the topic 'National brand architecture'

The subject of research is the architecture of the national brand and the architecture of the national economy. The purpose of this study is to determine the link between the architecture of the national brand and the sectoral structure (architecture) of the national economy. Methodology of the research was proposed by the author. Results of work. The difference between the architecture of the national brand and the economic architecture (sectoral structure) of the national economy is established. The method of calculation of GDP growth in the conditions of changing the architecture of the national economy is proposed. The existence of mutual influence between the architecture of the national brand and the architecture of the national economy is substantiated. Conclusions. There is a mutual influence between the architecture of the national brand and the architecture (sectoral structure) of the national economy, that requires management of both of. Effective national economy architecture ensures the coherence of the strategic goal and potential of branding facilities, stability, efficiency of their development and competitiveness, which integrates the overall competitiveness of the national economy.

Modern conditions of market economy changed the specifics of relations not only between brands of corporations, but also brands of the whole states. Today guarantee of a welfare and competitiveness of the country is its export potential and a capability to appropriate to the goods and services the status of the international brands. Purpose of the article. The purpose of article consists in systematization of modern international experience of forming of a brand of the state through the companies „Made in...”, identification of the main vectors of development of the Georgian branding for receipt of additional competitive advantages in case of development national and the foreign markets in the conditions of economic globalization. It is no wonder that on an equal basis with architecture monuments, cultural heritage, tourist resorts, celebrated personalities, an important role is played by national brands of the country. The product made by the country becomes the direct instrument of communications with target audience. The existing interrelation between a brand of the territory and the products produced by the country shows that creation of positive image of the exporting country is profitable to both the companies and investors. The stronger the national brand of the country, the more popular its products in foreign markets, and vice versa - the success of individual brands makes the country more recognizable and respected in the international scene. Scientific aim. Considering that promotion of trademarks (irrespective of, corporation it or the state), is performed under the same marketing laws, relevance and scientific aim of the chosen subject consists in use of the export potential of the country in forming of strategy of its national branding, and the methods used by the most powerful brands of the world can effectively be used in branding of the territories.

Abstract This paper discusses some of the research done for my PhD thesis at the faculty of architecture of Silpakorn University in Bangkok, Thailand. The thesis is titled Nation Brand Strategies: National Identity, Architecture and Cultural Heritage Value: A case study of the Thai Pavilion at the World Expos. It includes the review of Thailand’s history of place branding at World Expositions since 1862. This paper discusses the changes over time, the role of architecture and cultural heritage at the World Expos as well as branding strategies using national culture and the long history of sustainable goals at the World Expos. One of the main potential brand gaps identified was the choice of traditional Thai architecture instead of more contemporary architecture for the pavilions. A suggested solution is to this gap is use the symbolic elements of the traditional architecture, but use modern physical elements. An important conclusion drawn is that the World Expo is mostly a branding event to attract visitors to the country, rather than an architecture or technology show, despite its long history and origins in that area. World Expositions can help to earn respect of potential visitors for the culture, and help with preservation.

Branding of Russian regions in the last decade has become one of the key guide-lines of identity politics, along with the politics of memory and symbolic politics. The purpose of this article is to identify the potential of regional brands in strengthening Russian national identity using the example of the Republic of Adygea. The empirical basis of the study was the results of a massive online survey conducted in October- November 2023. The uniqueness of the region, the consolidation potential of the region, multi- level identity and the architecture of regional brands were identified as indicators. According to the authors, branding is of great importance in positioning Adygea at the national and international levels, since it involves the creation of brands that are directly identified with the region. Based on the re-sults of an empirical study, the authors divide the hierarchy of identities into “active” and “sit-uational”. The “active” identities that a person demonstrates in the process of everyday social practices include ethnic, generational and professional identities; “situational” identities that a person manifests depending on the actualization of certain contexts include the Russian national, Caucasian, political and regional levels of identity. It has been determined that ethnic identity is expressed in the brands of the republic; generational identity cannot be ignored when constructing a brand, since the search for common value priorities and ideals among different generations will allow the brand to lay consistent foundations for a common Russian identity; professional identities are an indirect indicator of the state of the economic sphere in the region and can be taken into account when constructing a brand.

From the mid-nineteenth century until the late 1930s the dominant architectural mode in Serbia was a local historicist style termed Serbo-Byzantine. At first it was used only for churches but was soon extended to schools and then to all types of buildings. Although mostly based on academic revivalist forms, this idiom, which purportedly drew its inspiration from Balkan medieval architecture, did, on occasion, display distinctly local characteristics. Although part of a pan-European trend. Serbian historicism was detached from architectural developments elsewhere. Unlike other Romantic-era revivalist movements. Serbo-Byzantine architecture was not sponsored for its picturesque or romantic qualities but above all for its symbolism. It was widely believed that forms derived from the national monuments of the Middle Ages symbolized Serbian statehood and contained ethnic and religious attributes representative of the Serbian nation. Architecture in Serbia was thus primarily a means for articulating national policy and a powerful instrument for maintaining the national and religious unity of a widely separated group of people. Ideologists of the national program even believed that the definition of a style particular to the Serbs was a matter of national survival. Such political bias was conditioned by ethnic and territorial disputes among the various ethnic groups in the Balkan dominions of the Hapsburg and Ottoman empires. After 1945 the new Communist authorities proscribed historicism as nationalistic and promoted a utilitarian brand of nonornamental architecture which contained no national overtones. Serbian historicism, however, demonstrated unusual vitality; resurgence of nationalism in the 1980s was accompanied by a spate of church building in the Serbo-Byzantine style, which reasserted its position as the canonical style of the Orthodox church.

The presence of the sea in Portuguese museums, monuments and sites is formidable, a multifaceted heritage providing experiences transposing history, exploration, industry, commerce, lifestyles, technologies, architecture, popular and fine arts. muSEAum focused on management competencies for the competitive exploration of museums’ characteristics, environment, and collection. The co-innovation project with a nationwide sample of sea-themed museological institutions – not just maritime or marine museums -- addressed the definition, management and communication of the museum brand, the benefits of a Sea Museum of Portugal collective brand, visitor experience technologies, national and international reach and awareness, spirit of belonging, new learning partnerships, and local tourism. Research on audiences and management practices provided a solid evaluation basis. Notwithstanding some noteworthy, good practices, most institutions suffer from insufficient funding and administrative autonomy. Promotional efforts are geared towards local constituencies leading to residual national and international visibility, affecting particularly those off tourist circuits. Incipient or inexistant brands, inefficient or non-existent websites, inconspicuous SEO and digital marketing activities, own domain names a rarity keep many museums absconded in the internet maelstrom.

Xizi Pagoda, or the pagoda for cherishing writing paper, is part of China’s architectural heritage in culture, education, and rites. It symbolizes respect for books and ceremonies, aspirations for virtue and ideals, and hope for literati cultivation. This paper is the first comprehensive study based on the spatial structure and artistic value of the pagoda as rural stone architecture. It analyzes the shape, components, and decoration of typical Xizi Pagodas in Hunan Province, and studies the stress structure with finite element simulation software. This study delves into the science of the shape, structure and space, and the cultural and aesthetic connotations, and proposes protection and renovation methods. In conclusion, the architecture is decided by the cylindrical shape of the paper burning structure and aesthetics; it is also influenced by Hunan culture, which cherishes literature and ceremonies and values candor and optimism. The pagoda is a national art form with a unique role in enlightenment and education. Therefore, the protection and utilization of the pagoda can be approached from its spatial structure, artistic value, and cultural inheritance to facilitate the sustainable development of architectural heritage, environment, and culture, so as to build Xizi Pagoda into a new national brand.

Game original IP, especially China's national original IP, has become a new momentum in the game industry, and with the attention of game companies to IP cultivation, the IP derivatives market has also developed accordingly. The construction of game brand's national original IP and the application of construction results are two important stages to realize the design of China's national original IP-empowered brand peripheral products, and the summary and analysis of a set of thinking models will intuitively show the operational logic of empowerment, which will help the original innovative dissemination of Chinese traditional culture through interactive media works such as games, and guide the smooth promotion of brand IP marketing. This paper uses a case study of Genshin Impact IP under Mihoyo brand, summarizes the thinking model according to the topic of this paper by progressively studying the IP construction logic and the application mode of IP empowerment peripheral products after construction, sorts out the IP architecture and the general theoretical logic of each stage of the task, summarizes the core "carrier + concept" of national original IP construction, and discusses in detail the thinking factors and methodologies of national original IP construction in the main work IP stage, derivative IP stage, and peripheral product service stage.

The article determines the peculiarities of introducing national symbols into the architecture of modern diplomatic legations with the aim of reflecting identity and uniqueness of different states of the world. In the context of globalization, multiculturalism, development of supranational institutions, and terrorist threats, the problem related to the means of expressing national identity in the architecture of diplomatic legations, which are the representation platform for each state worldwide, has appeared. The interpretation conciseness and artistic rethinking of national symbols is the major tool applied by architects and building constructors of diplomatic legations of the XXI century. From this perspective, it is particularly important to understand that, on the one hand, the mentioned architectural objects should be treated as symbols of state and nation, but on the other hand, should go in line with local traditions of building construction and architecture, cooperation with local culture, and surrounding environment of host country.
 For the sake of self-identification, each state worldwide uses national symbols that become an integral part of their international image brand. During the course of research, the following types of national state symbols have been distinguished:
 
 
 
 
 The main:
 
 
 Secondary:
 
 
 
 
 - flag;
 - coat of arms.
 
 
 
 - fauna and flora;
 - peculiarities of natural resources;
 - national identity and social order;
 - architectural style, fine arts, ornamentation;
 - symbols of religion and state regalia;
 - ideology and policy of the state.
 
 
 
 
 Official symbols (state symbols) are determined and enshrined at the constitutional and legal level. They are being created during the process of state establishment. Informal symbols are not always enshrined in law and are not mandatory to be used. However, namely these symbols are the full-fledged reflection of uniqueness of nature, culture, religion, history, traditions, politics, and ideology of nation and state.
 Embassy is the diplomatic legation of the highest rank by means of which any state conducts its official activity abroad. The analysis of architectural composition, dimensional and spatial structure, artistic and aesthetic decisions of exterior and interior elements of embassy buildings has enabled the possibility of demonstrating different methods and approaches to solving the problems of using and providing artistic interpretation of national symbols as the element of state identity representation.

The relevance of the article is determined by the need for systematic and competent support of brands in the agricultural sector and agricultural regions of Ukraine using modern strategically oriented marketing and branding tools. The purpose of the article is to research theoretical and practical aspects of regional policy in forming the attractiveness of agricultural region brands; to substantiate the architecture of brand attractiveness marketing policy based on STP marketing methodology. The research was conducted at theoretical and empirical levels, based on the modern concept of regional development, which involves forming attractiveness by focusing on the needs, expectations, values, and utilities of the region for defined target audiences, creating a comfortable environment for living, doing business, investing, and visiting within its boundaries (or in partnership with neighboring regions). The regional policy for forming the attractiveness of an agricultural region brand is defined as a set of goals, tasks, intentions, actions, methods, means, institutions aimed at attracting target audiences' attention to the agricultural region, developing, legitimizing, and supporting the brand of the agricultural region. It is emphasized that the regional brand attractiveness policy is developed and implemented by territorial authorities with active participation from community members, agricultural producers (farms, holdings), professional associations, scientific institutions, representatives of processing, logistics, distribution infrastructure, and other stakeholders; formalized in regional development programs and strategies. It is noted that such a policy is based on modern organizational, financial, marketing tools, which positively impact the business, investment, innovation, tourism, social, migration, environmental, and infrastructural attractiveness of the region, considering national, regional, and local interests. The feasibility of applying the STP marketing technology in the regional brand attractiveness policy of an agricultural region is proven in the article, which allows identifying and engaging target audiences of the agricultural region through systematic and consistent segmentation, targeting, positioning procedures and developing strategic, tactical, and operational marketing activities based on them. At the strategic level, segmentation technology is applied to highlight groups with similar needs and perceptions of the region's brand attractiveness; at the tactical level, targeting procedures are used to assess the region's brand attractiveness for different target audiences and to form a set of marketing mechanisms creating new attractiveness that meets the target audiences' interests; at the implementation level, positioning of the region is carried out, understood as forming the correct perception of the agricultural region's brand among the target audiences. The article presents measures within France's regional policy for developing agricultural regions, which today aims to develop the attractiveness of specific territories for living and employing new residents through special programs and strategies, which are advisable to implement in the practice of Ukrainian regions. Examples of strategies for increasing the attractiveness of agricultural regions in Germany illustrate a wide range of opportunities and unique proposals that German regions implement for new modern positioning, strengthening, and updating their brand. The necessity of applying a marketing approach to increase the regions' attractiveness to youth is substantiated, which involves not pressure to study, live, work in the agricultural region, but correct persuasion, that is, using marketing technologies and tools that promote the need for youth in the region, demonstrate opportunities for self-realization, self-development, career building in the region. It is concluded that the regional brand attractiveness policy of an agricultural region is long-term, flexible, adaptive, oriented towards increasing the attractiveness of the regional product and brand compared to other regions not only for residents but also for other target groups. Branding of an agricultural region forms and manages a composition of unique features, attributes, characteristics, and advantages of the region, allowing the region to position itself successfully, differentiate from competitors, and create a positive perception of the regional brand. The architecture of the marketing policy for the agricultural region's brand attractiveness is based on the STP marketing attractiveness model “strategy - tactics – implementation”.

Many brands exist within the tourism industry. Territorial brands exist at local, regional, national, and supranational level where they overlap and are interrelated. Therefore, it is necessary that tourist destinations develop and manage their brands to obtain a strong differentiated position in the competitive market. This study analyzed relationships between destinations in the new global scenario. It aimed to improve brand architecture and increase tourist loyalty. A comprehensive analysis considering 6,964 tourists from 17 countries was applied. The study offered recommendations to destinations in order to expand the design of marketing activities, improve coopetition strategies, and advance competitiveness. The results confirmed that the destinations must adapt their promotional strategies to the new global landscape of interconnected business. In addition, they need to develop strategies for horizontal loyalty between destinations.

This chapter aims to review the evolving concept of corporate sustainability in terms of its role in the enhancement of a nation's branding. Effective sustainable governance requires stakeholder approval and knowledge of local sustainability circumstances. Sustainable governance often implies social and economic effectiveness. To be acceptable, these criteria must draw on many widely scattered and publicly recognized values. Both the UN's HDI and the adjusted HDI (PHDI) could be utilized in nation branding. Following a thorough literature review, the link between corporate sustainability and nation branding is demonstrated, highlighting how nation branding may be used to communicate procedures that certify enterprises as sustainable. Furthermore, nation branding legitimizes sustainable business credentials and lends value to such commercial activity in the national context, aiming to make sustainability credentials more acceptable. These differing sustainability architectures in national brands provide recommendations and guidelines to managers, planners, and decision makers.

Intellectual property (IP) conflict of laws issues in disputes between private parties arise for a variety of reasons. Most infringe the plaintiff’s intellectual property rights in countries X, Y, and Z. Part of the infringing conduct might have been in one jurisdiction, while the effects are felt elsewhere. Infringing material can be instantly distributed to any country in which there is internet access. Digital networks are also increasing opportunities for international collaboration by parties that are physically located in different places, and supply chains also increasingly straddle national borders, giving rise to disputes about the law governing intellectual property ownership. And internet commerce is increasing the global reach of brands. Research in this area must engage with the problem of providing efficient and just solutions in the context of private litigation that are also aligned with the foundations of the international intellectual property architecture including, in many contexts, the domestic economic and social policies that shape territorially confined IP rights.

Lubaina Himid’s Jelly Mould Pavilions is an installation which draws attention to Liverpool’s troubled history as the largest eighteenth century slavery port in the world. After a discussion of Himid’s earlier memorial designs for the slave ship Zong as a way of discussing her ideas about memorialisation, the chapter moves to a discussion of the work using theoretical works about history, memory and trauma including the work of Paul Gilroy, Ian Baucom, bell hooks, Jean Fisher, Giorgio Agamben, Dionne Brand, Paul Ricoeur, Susan Stewart and Michael Rothberg. In particular it uses Agamben’s idea of “witnessing in the wake of historical silence” as a mode of understanding Himid’s memorial purpose. It describes the postcolonial melancholia that affects Britain and Liverpool in its reaction to its imperial past and describe Himid’s work as a memorializing attempt to show African peoples and their history as central to local and national narratives of explication, to make them visible. The chapter discusses the mobility of the project existing in multiple venues through the city constructing an alternate promenade through the cityscape making for a counter-public intervention. The Jelly Moulds articulate Liverpool’s entanglement in “spectacular conspicuous consumption” through its trade in slave-produced goods such as sugar and uses architectural models to make the point that there is an alternative future.