Communicating Nation Brands

Keyword(s):  
2021 ◽  
Vol 7 (4) ◽  
pp. 206
Author(s):  
Daniel Marco Stefan Kleber ◽  
Katariina Juusola

Nation branding has gained increasing popularity among marketeers, academics, and practitioners during recent decades. However, awareness among multidisciplinary researchers has been raised in the recent past. The purposes of this conceptual study were to address the lack of research on the process of building a competitive identity for nation brands and to suggest the use of open innovation-based approaches, such as value co-creation, as new potential tools for such purposes. This study identifies, discusses, and evaluates two scientific models, the PERFA Framework and the Four Actions Framework, which were originally developed to increase value propositions in organizations, and applies them as suitable tools for nation branding in building a competitive identity. The authors argue that applying open innovation-based value co-creation frameworks will create a solid basis for competitive nation branding, as the method engages multiple stakeholders.


Author(s):  
Maria De Moya ◽  
Rajul Jain

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.


2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos J. Torelli

Purpose The purpose of this paper is to comment on the article by He et al., and to propose a framework for the worldwide dissemination of a nation brand image as a way to understand the nature and resilience of nation brands. Design/methodology/approach The approach is conceptual with illustrative examples. Findings By integrating research on the dissemination of cultural narratives in a power structure with the literature on shared reality and consensual perceptions, this paper develops a framework for future research on the factors that impact the emergence of a consensual image about a nation brand. These factors include the nation’s political and economic power, the widespread adoption of the nation’s language and the nation’s cultural attractiveness. The framework further proposes that these factors positively affect the likelihood that people would develop an image of what they perceive is widely shared about a nation brand, or the shared reality about the image of such nation brand. The framework also elaborates on some of the consequences for perpetuating the nation brand image and for reinforcing brand-affiliative consumption behaviors. Practical implications This paper offers a framework that allows marketers to further understand the worldwide dissemination of nation brands. Originality/value The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on nation branding.


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