Kinship branding: A concept of holism and evolution for the nation brand

2006 ◽  
Vol 2 (3) ◽  
pp. 229-247 ◽  
Author(s):  
Philippe Mihailovich
Keyword(s):  
Nation Brand

Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
Author(s):  
Evinc Dogan ◽  
Goran Petkovic
Keyword(s):  
Nation Branding ◽  
Place Marketing ◽  
Brand Positioning ◽  
Country Branding ◽  
Tourism Marketing ◽  
Nation Brand ◽  
Emerging Themes ◽  
Tourism Organization ◽  
The Impact ◽  
People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning.  The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

Science diplomacy with swissnex China: A Swiss nation brand initiative

2011 ◽  
Vol 7 (4) ◽  
pp. 289-298 ◽  
Author(s):  
Flavia Schlegel ◽  
Olivier Jacot ◽  
Marc Fetscherin
Keyword(s):  
Science Diplomacy ◽  
Nation Brand

scholarly journals STRATEGI NATION BRAND SEBAGAI PROMOSI PARIWISATA INDONESIA

2017 ◽  
Vol 7 (2) ◽  
pp. 32
Author(s):  
Devi Purnamasari ◽  
Muhamad Noor Hidayat ◽  
Heni Indrayani
Keyword(s):  
The World ◽  
Nation Brand

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.

The impact of Korea’s industrialization on nation brand

2019 ◽  
pp. 68-74
Author(s):  
You-il Lee ◽  
Richard Lee
Keyword(s):  
Nation Brand ◽  
The Impact

Korea and its nation brand

2019 ◽  
pp. 59-67
Author(s):  
You-il Lee ◽  
Richard Lee
Keyword(s):  
Nation Brand

Communicating Nation Brands through Mass and Social Media

2014 ◽  
pp. 409-425
Author(s):  
Maria De Moya ◽  
Rajul Jain
Keyword(s):  
New Media ◽  
Nation Branding ◽  
Destination Branding ◽  
Media Environment ◽  
The Public ◽  
Content Analyses ◽  
Challenges And Opportunities ◽  
New Challenges ◽  
Nation Brand ◽  
Nation Brands

Nation branding efforts are the means through which many countries attempt to influence how foreign publics perceive them. However, in a media landscape that now includes not only traditional one-way media but also two-way social platforms, countries undertaking these efforts are presented with a series of new challenges. This environment makes it more difficult to manage the issues associated with a nation brand, challenges countries to better communicate their advantages, and allows the public to create its own, potentially competing, messages about a country. Building on previous work on nation and destination branding, this chapter discusses the changing media environment in which nation-branding efforts are taking place, and—through a combination of DICTION®-assisted, manual, and qualitative content analyses—provides evidence of the new media landscape in which nation branding is taking place. The challenges and opportunities created by this new context are detailed, and potential avenues for further research are discussed.

Place Consumption

2019 ◽  
pp. 218-242
Author(s):  
Sanya Ojo
Keyword(s):  
Case Study Methodology ◽  
City Brand ◽  
Study Methodology ◽  
Nation Brand ◽  
Place Brand ◽  
Global Reputation

This chapter investigates the influence of country of origin's reputation on the notion of place brand and vice versa. Employing a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding. This model highlights the flow of causality between a nation brand and a city brand. Four themes are highlighted as matters of interest to focus on when recommending a way forward for Lagos city to generate and improve its global reputation in order to increase the footfalls of visitors and expats.

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