This paper explores the various facets of nation branding and aims to bring out the key elements of an effective nation branding strategy. Although the terms "nation" and "country" are used interchangeably, one must remember that there is a distinction between country brand/image and a nation brand/image. The concept of nation brand refers to the nation in totality, taking into consideration the intangible assets of a country without linking them to any product. Therefore a product country image may be termed as a subset of the country brand/image. With this premise, we go forward to unravel the mysteries of nation branding and try to ascertain the key elements that should figure in a nation branding strategy.
[...] This is one of the key indicators in nation branding process Tourism: Popularity of a nation for its natural beauty as well as man- made structures amongst the international community is yet another significant determinant of a nation's brand and image Culture and Heritage: Cultural heritage of a nation and the impact it has on the minds of the international community at large is one of the very important points to consider while thinking about nation branding Investment and Immigration: Investment friendliness and the number of people coming for work, studies or business determines the respect that people have towards a nation's social and economic situations Tax Regime: Many countries offer lucrative tax benefits for people working or investing there and are perceived as pocket friendly destinations Natural resources: Many countries in the Middle East, who are rich in oil resources, have branded their nation accordingly and reaped the benefits of attracting tourists and investors Infrastructure and Connectivity: In today's rapidly progressing world, infrastructure and connectivity are two of the most vital indicators of progress and therefore determines the nation's image Famous People: People such as Mahatma Gandhi, Martin Luther King or Che' Guevara go a long way in formulating a perceived image amongst the people of the world. [...]
[...] The Evolution of the Concept of Nation Branding and the Key Elements: The various associations and factors that govern a nation branding process may be enumerated as follows: Place Natural Resources Local Products People Culture Language History Political Systems Economic Systems Social Institutions Infrastructure Famous People Image (Branding the nation: What is being branded- Ying Fan (Received (in revised form) March 2005), p All the above mentioned factors may be juxtaposed and reproduced in varying contexts to evoke varying responses regarding the brand perception of the nation concerned. [...]
[...] The phase 1 comprised of the following steps: 1. Interrogation of all existing research on South Africa 2. Consultation with local and international stakeholders 3. Testing phase After the completion of the first phase, the other phases were undertaken and finally brand South Africa emerged to live up to the promise:”Alive with Possibility”. (Nation Branding Concepts Issues Practice- Keith Dinnie) Conclusion: Nation branding is an interesting, complex and controversial topic. It is highly interesting because this field does not have many reference materials; complex as it encompasses a large number of issues, topics and factors; and extremely controversial because of its political nature [...]
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