Branding the nation: towards a better understanding
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TLDR
In this article, a conceptual framework is developed to illustrate the origins and different interpretations of the concept and a new definition is offered, which emphasises the need to shift from "branding" the nation to nation image management.Abstract:
A nation brand is a complicated multi-facet construct. Even the critics of nation branding have admitted that nation brands exist. What they dispute is what nation branding refers to, and how a nation can be branded. This article aims to clarify some misunderstandings about nation branding. A conceptual framework is developed to illustrate the origins and different interpretations of the concept. Detailed comparisons are drawn between nation branding and commercial branding. A new definition is offered, which emphasises the need to shift from ‘branding’ the nation to nation image management. The use of nation image management is not only a change of terms but also helps overcome the public scepticism over the use of branding, and clarifies what can be ‘branded’ and what cannot be branded.read more
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References
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Book
The competitive advantage of nations
TL;DR: The Need for a New Paradigm as discussed by the authors is the need for a new paradigm for the competitive advantage of companies in global industries, as well as the dynamics of national competitive advantage.
Book
Building Strong Brands
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
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Soft Power: The Means To Success In World Politics
TL;DR: The concept of soft power was coined by Joseph Nye in the late 1980s and has been used frequently and often incorrectly by political leaders, editorial writers, and academics around the world as mentioned in this paper.
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Identity theory and social identity theory
Jan E. Stets,Peter Burke +1 more
TL;DR: In this paper, the authors present core components of identity theory and social identity theory, and argue that although differences exist between the two theories, they are more differences in emphasis than in kind, and that linking these two theories can establish a more fully integrated view of the self.
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Country as brand, product, and beyond: A place marketing and brand management perspective
Philip Kotler,David Gertner +1 more
TL;DR: The authors examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists, and assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.