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Author: Irene Theodoropoulou Publisher: Routledge ISBN: 100021432X Category : Foreign Language Study Languages : en Pages : 412
Book Description
Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.
Author: Irene Theodoropoulou Publisher: Routledge ISBN: 100021432X Category : Foreign Language Study Languages : en Pages : 412
Book Description
Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.
Author: Dimitrios Kamsaris Publisher: GRIN Verlag ISBN: 334652762X Category : Political Science Languages : en Pages : 125
Book Description
Scientific Essay from the year 2014 in the subject Politics - International Politics - Topic: International relations, grade: 90.00, , language: English, abstract: For a country’s success, branding is obliged, that’s the reason that in the present book, we are going to explore what branding is and how a country can earn benefits in the most effective way. Branding nowadays is more than a logo, it signifies the emotional reaction a country can stimulate from its clients. Because, the brand is the set of perceptions that investors have about the country, branding is the set of actions undertaken to cultivate that brand. In order to compete more effectively in the global economy, the countries started using brand management techniques. In order for a country to attract global investors, the country needs to claim a divergent brand positioning in the minds of the investors. The most successful nations in the world have a clear image that helps them become irresistible to investors. Investors, far from just basing their decisions on functional advantages and opportunities, they invest in countries with a clear identity that shows commitment to its development in a professional way. A clear brand image for the nation helps to attract global investors in the international arena, sustain them and a halo effect will boost its products, tourism etc. As nations compete for investments in the global marketplace, the best way to achieve distinctiveness, attractiveness and even irreplaceability is to root the nation’s image on biological concepts that transcend time and cultures. Tools such as the Wheel of Motives leverage the advances in modern disciplines such as biology, neuroscience, cognitive science, bio - semiotics etc. can capture with precision the DNA of a country and build a true-to-self, authentic and irresistible strategy to attract investors. Branding is the way a country creates a favorable reputation through communication efforts. Country branding is the process of applying business branding techniques to stimulate countries. The main objective of country branding is to build and manage the reputation of a country. Facing the challenges of an increasingly complex world the existence of cultural commonalities and universal values all cultures share and intercultural sensitivity within groups surfaces the way for acceptance and tolerance of other cultures and allows members to be open to values which are universal among all groups, such as law and justice, which globalized society should then build upon together.
Author: Viktoria Pistikou Publisher: Business Science Reference ISBN: 9781799875338 Category : Branding (Marketing) Languages : en Pages : 315
Book Description
"This book present contributed chapters that discuss the growing body of research on nation branding, beginning with an extensive overview of scholarly writing on nation branding and offering best practices as they pertain to economic dimension of the issue, cultural and social dimensions, and business dimensions"--
Author: Sounthaly Outhavong Publisher: ProQuest ISBN: 9780549409021 Category : Branding (Marketing) Languages : en Pages : 139
Book Description
A review of the literature shows that there is much room for growth on nation brand research. For example, contemporary empirical research on national character is limited in that the research tends to incorporate human personality traits to define the brand or character of countries. Since the research tradition in national character roots itself in the early to mid-20th century around the same time that human personality research is beginning to flourish, there is no surprise for the influence of using human personality traits to describe nations. Unfortunately, a nation brand is more complex than what can be explained by human personality traits. Another example of limitations in the literature are the many case studies of branding nations that do not provide sufficient empirical methods to analyze the nation brands. Contributing to this problem is the lack of consistent usage of a standard term to refer to the concept of a nation brand.
Author: João Freire (Editor) Publisher: ISBN: 9780367540142 Category : Branding (Marketing) Languages : en Pages :
Book Description
"This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally. Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to provide a breadth of cases from across the continent. The chapters are written from a wide range of academic and practitioner perspectives. Nation Branding in Europe is valuable supplementary reading for advanced undergraduate, postgraduate and doctoral students interested in nation branding and will appeal to students from marketing, communications, and international relations disciplines. Outside of academia, the book will be of interest to those working in the areas of public diplomacy and strategic communications, as well as public relations and branding practitioners involved in designing nation branding campaigns"--
Author: Jami A. Fullerton Publisher: Peter Lang Incorporated, International Academic Publishers ISBN: 9781433130298 Category : Cultural diplomacy Languages : en Pages : 0
Book Description
Bridging nation branding and public diplomacy, this book presents a cohesive framework. At its core is the introduction of the Model of Country Concept, which illustrates the array of factors, including hard- and soft-power initiatives, that shape how global citizens form their opinions about other countries. Each chapter applies the Model of Country Concept across a wide geographic, methodological, and disciplinary range of qualitative and quantitative research studies. The book offers a framework for future positioning of both practice around and research about nation branding and public diplomacy. Written for a broad audience the book offers a comprehensive yet approachable solution for framing a conversation about the heterodox nature of nation branding and public diplomacy, and advances the field through original research.
Author: Rita Clifton Publisher: John Wiley & Sons ISBN: 9781576603505 Category : Business & Economics Languages : en Pages : 322
Book Description
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Author: Ivana Beveridge Publisher: Routledge ISBN: 1000218090 Category : Business & Economics Languages : en Pages : 181
Book Description
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.
Author: James R. Gregory Publisher: McGraw Hill Professional ISBN: 9780658009457 Category : Business & Economics Languages : en Pages : 264
Book Description
This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.
Author: Irene Theodoropoulou
Author: Irene Theodoropoulou
Author: Dimitrios Kamsaris
Author: Viktoria Pistikou
Author: Sounthaly Outhavong
Author: João Freire (Editor)
Author: Jami A. Fullerton
Author: Rita Clifton
Author: Ivana Beveridge
Author: James R. Gregory
Author: David Crystal