Drishtikon: A Management Journal

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Branding a Nation: Framework for Building Favorable Country-image


Affiliations
1 Assistant Professor (Marketing) Symbiosis Centre for Management and Human Resource Development (SCMHRD) Hinjewadi, Pune 411 057
     

   Subscribe/Renew Journal


There exists an intensified competition among different countries to attract investments, tourists and exports. The purpose of this paper is to build a new framework for creating better images for countries through image makeover so that they can have a strong global presence. It also critically examines whether brands have the capability of making or marring the image of their country of origin and vice versa.

To an extent country image translates into the image of its products and vice versa. But this is not necessarily true under all circumstances. The proposed framework augments the literature on nation branding and fills the identified gap in the same. Brands can stand out on their own. The study is conceptual and based on theoretical avenues available in this area.

Images of Brands and their countries are interlinked. They can either make or mar each others' reputation. The paper proposes a framework for creating better images for countries through image makeover. Descriptive research approach has been used. The framework for this study is grounded in interactions and review of the literature. Focus group discussions and in-depth interviews were held.


Subscription Login to verify subscription
User
Notifications
Font Size


  • Anholt A S. (2009). Nation Branding does not exist, http://www.orangecontest.nl/docs/SimonAnholtNationBranding.pdf, accessed on 28 April 2009

  • Anholt, S. (2005). Brand New Justice: How Branding Places and Products Can Help the Developing World. Rev ed. Oxford: Elsevier, 2005.

  • Bhagwati, J. (2004) In Defense of Globalization. New York: Oxford University Press, 2004.

  • Cromwell T, Kyriacou S. (2009) The concept and benefits of nation branding, http://www.diplomatictraffic.com/nation_branding.asp?ID=1, accessed on 2 May 2009

  • Dzenovska, D. (2005) “Remaking the Nation of Latvia: Anthropological Perspectives on Nation Branding.” Journal of Place Branding, pp: 173-186.

  • Dinnie, K.(2007 ) Nation branding: Concepts, Issues, Practice, Publisher: Butterworth Heinemann, pp 172-173

  • Eugene D. Jaffe and Nebenzahl, I. D. (2006). National Image and Competitive Advantage: The Theory and Practice of Place Branding. Copenhagen Business School Press; pp 155-160

  • Gilmore, F and Rebecca R. (2005). No Logo, No Future,Brand Strategy, 10 October.

  • Greenberg, M. (2005). Branding New York: A New Strategy of Economic Development, 1967-1981, PhD Dissertation, City University of New York, 2005.

  • Jansen S C. (2008). Designer nations: Neo-liberal nation branding - Brand Estonia, Journal for the Study of Race, Nation and Culture , Vol. 14, No. 1 January 2008, pp 121 – 142

  • Klein, N. (2000). No Logo: Taking Aim at the Brand Bullies Toronto: Random House Canada, 2000.

  • Morgan, N, Pritchard, A and Pride, R. (2003) Destination Branding: Creating the unique destination proposition. Edited by Butterworth-Heinemann, Cardiff, pp 157-280

  • Peter V H. (2001). The Rise of the Brand State: The Postmodern Politics of Image and Reputation, Foreign Affairs 80: pp 2-6.

  • Simon, A. (2006) Competitive Identity: The New Brand Management for Nations, Cities and Regions, Edited by Palgrave Macmillan, pp. 7-19

  • True, J. (2006). Globalization and Identity, South Melbourne: Oxford University Press. pp. 73–74.


Abstract Views: 552

PDF Views: 0




  • Branding a Nation: Framework for Building Favorable Country-image

Abstract Views: 552  |  PDF Views: 0

Authors

Anita Gupta
Assistant Professor (Marketing) Symbiosis Centre for Management and Human Resource Development (SCMHRD) Hinjewadi, Pune 411 057

Abstract


There exists an intensified competition among different countries to attract investments, tourists and exports. The purpose of this paper is to build a new framework for creating better images for countries through image makeover so that they can have a strong global presence. It also critically examines whether brands have the capability of making or marring the image of their country of origin and vice versa.

To an extent country image translates into the image of its products and vice versa. But this is not necessarily true under all circumstances. The proposed framework augments the literature on nation branding and fills the identified gap in the same. Brands can stand out on their own. The study is conceptual and based on theoretical avenues available in this area.

Images of Brands and their countries are interlinked. They can either make or mar each others' reputation. The paper proposes a framework for creating better images for countries through image makeover. Descriptive research approach has been used. The framework for this study is grounded in interactions and review of the literature. Focus group discussions and in-depth interviews were held.


References