Building strong nation brands

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jan-Benedict Steenkamp
Keyword(s):  
Conceptual Model ◽  
Nation Branding ◽  
Limited Attention ◽  
Policy Makers ◽  
Content Type ◽  
Step Model ◽  
Nation Brand ◽  
The Rich ◽  
Field Of Inquiry ◽  
Nation Brands

Purpose The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer. Design/methodology/approach The paper draws on the extant literatures on brand identity systems, cultural branding and brand equity to develop a conceptual model for nation branding. The author also identifies five key challenges faced by the nation brand marketer. Findings Nation branding has captured the attention of policy makers around the world, but has only received limited attention by international marketing scholars. Much of the work on nation branding is done by practitioners who regard nation branding as a separate field of inquiry. The author argues that nation branding is an important emerging new form of branding, and that we should use and adapt the rich branding literature to deepen our understanding of nation branding and develop plans for action. The author proposes a model for nation branding, which consists of six stages. Furthermore, the author identifies five issues that keep the nation brand marketer awake at night. Originality/value The paper integrates three streams of work on branding to develop a new, six-step model for building strong nation brands. For each stage, the key tasks for the nation-branding marketer are identified.

Dissemination and consensual perceptions of nation brands: a framework for future research

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos J. Torelli
Keyword(s):  
Design Methodology ◽  
Brand Image ◽  
Nation Branding ◽  
Future Research ◽  
Cultural Narratives ◽  
Content Type ◽  
Shared Reality ◽  
Nation Brand ◽  
Practical Implications ◽  
Nation Brands

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.

scholarly journals Nation branding: the strategic imperative for sustainable market competitiveness

2019 ◽  
Vol 1 (2) ◽  
pp. 146-158 ◽  
Author(s):  
Salah Hassan ◽  
Abeer A. Mahrous
Keyword(s):  
Economic Incentive ◽  
Nation Branding ◽  
Future Research ◽  
Public And Private ◽  
Content Type ◽  
External Stakeholder ◽  
Future Research Agenda ◽  
Market Competitiveness ◽  
Nation Brand ◽  
Nation Brands

Purpose Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands. Design/methodology/approach The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand. Findings For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors. Originality/value This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.

scholarly journals The role of nation brand in attracting foreign direct investments: a case study of Korea

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard Lee ◽  
You-il Lee
Keyword(s):  
Nation Branding ◽  
Foreign Direct Investments ◽  
Capital Investments ◽  
Policy Makers ◽  
Content Type ◽  
Culture Heritage ◽  
Nation Brand ◽  
Set Up

Purpose Drawing on the six-dimensional framework of the Anholt-GfK Nation Brands Index (NBI), the purpose of this paper takes a government-to-business (G2B) perspective of international marketing by shedding light on how governments (as sellers) can harness their nations’ brand image to attract businesses (as buyers) to invest in the country. Design/methodology/approach Using Korea as context, this study interviewed Korea-based foreign multinational companies (MNCs) to elucidate how nation brand had influenced their FDI decisions to establish R&D centres in Korea. Purposive sampling identified 36 MNCs from diverse countries and industries that had set up R&D centres within the last decade. Individual in-depth interviews probed the MNCs’ views of Korea’s nation brand in regards to their FDI decisions. Recorded interviews were transcribed and analysed for common themes. Findings Five key thematic attributes of Korea’s nation brand emerged: rigid labour market, pro-FDI government, Chaebols’ dominance, strong nationalism and rapid industrialisation. These attributes relate to NBI’s dimensions of people, governance, investment/immigration, culture/heritage and exports, respectively. The dimensions impacted Korea’s nation brand differently. Originality/value This study contributes to nation branding research by applying the Anholt-GfK NBI to empirically investigate nation brand’s influence on attracting business investments at a macro-G2B level. The findings are particularly useful in guiding government policy-makers and trade organisations on running nation-brand promotions and marketing campaigns for FDIs. The findings will also benefit foreign businesses who are considering injecting capital investments into a country.

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.

Building the connection between nation and commercial brand: an integrative review and future research directions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaxun He ◽  
Cheng Lu Wang ◽  
Yi Wu
Keyword(s):  
Conceptual Development ◽  
Research Field ◽  
Nation Branding ◽  
Integrative Review ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Integrative View ◽  
Future Research Directions ◽  
Nation Brand

PurposeThis paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.Design/methodology/approachIntegrative review and analysis with conceptual development and future research directions.FindingsThe authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.Originality/valueThe paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

Communicating Nation Brands through Mass and Social Media

2015 ◽  
pp. 1985-2002
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.

Testing self-congruity theory in the context of nation brand personality

2015 ◽  
Vol 24 (1) ◽  
pp. 18-27 ◽  
Author(s):  
José I. Rojas-Méndez ◽  
Nicolas Papadopoulos ◽  
Mohammed Alwan
Keyword(s):  
Big Five ◽  
Brand Personality ◽  
Arabic Language ◽  
Nation Branding ◽  
Content Type ◽  
The Us ◽  
The Usa ◽  
Congruity Theory ◽  
Nation Brand ◽  
The Relationship

Purpose – The overall aim of the present study is to advance research by drawing from this body of work and applying the brand personality construct, which has so far been considered mostly in connection with commercial product brands, in the context of nation branding. More specifically, and also more importantly, the study aims to contribute to research both in nation branding, as well as, indirectly, in the broader domain of brand personality in general, by being one of the first to examine the relationship between individual personality (IP) and nation brand personality (NBP) traits. Design/methodology/approach – The study was conducted via a Web-based questionnaire in Arabic language to Saudi citizens living in Saudi Arabia. The study object was defined as the brand personality of the USA. To make possible the comparison between respondents’ personality and the US brand personality, the Big Five factors typology was used as a proxy (openness to experience, conscientiousness, extraversion, agreeableness and neuroticism). Findings – Results revealed a significant negative impact of the gaps between Saudi’s IP and the US brand personality (i.e. independent variables) upon their attitudes and intentions to behave toward the USA (dependent variables). Results also show that there are no moderating effects of previous visits paid to the USA and having relatives living there. Research limitations/implications – First, data were collected in only one country about perceptions of NBP traits of one other country. Thus, the results should not be generalized to other contexts until further research is done for a mix of both sample and target countries. This must include not only culturally dissimilar countries (as, in this case, Saudi views of the USA), but also countries that are classified as very close in their cultural distance index (i.e. view of the USA by Canadians or of Kuwaitis by Saudis). A second limitation is the proxy used to measure NBP. Future research may alternatively use an NBP scale developed explicitly for countries. Finally, the somewhat higher proportion of female respondents may be an issue to consider in future studies. In this study, the concern, if any, is largely ameliorated by the results, which showed virtually no significant differences between male and female average responses in relation to the Big Five (the only exception was observed with regards to conscientiousness, where males scored slightly lower than females). As was noted above, one may speculate as to potential reasons for the gender distribution in this study – but differences between samples and populations, not only in gender but in any sample characteristics, are quite common in research; therefore, any effort to achieve more balanced sample distributions will be well placed and received. Practical implications – These results should encourage nation brand marketers to closely consider the predominant personality of their target markets, as well as the perceived personality of their own countries (image) when developing international marketing strategies. Such strategic focus should start by deciding what messages to send to the target audience to create in their minds the intended country’s identity by using the appropriate personality traits in communication applications. As this paper has demonstrated, international audiences holding similar personality types, especially in agreeableness, extraversion and conscientiousness, would feel attracted to perform positively towards the country’s offerings (i.e. tourism, investment, job opportunities, immigration, etc.). Originality/value – In this first ever study to explore the relationship between an IP and NBP, a key finding is the confirmation of self-congruity theory.

scholarly journals Nation branding, cultural identity and political polarization – an exploratory framework

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alessandra Vecchi ◽  
Emmanuel Sirimal Silva ◽  
Lina Maria Jimenez Angel
Keyword(s):  
Cultural Identity ◽  
Multidisciplinary Approach ◽  
Nation Branding ◽  
Political Polarization ◽  
Policy Makers ◽  
Content Type ◽  
Country Branding ◽  
The Impact ◽  
Method Approach ◽  
Practical Implications

PurposeThe objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization.Design/methodology/approachBy relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization.FindingsFrom the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity.Research limitations/implicationsThe study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues.Practical implicationsThe research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders.Originality/valueWhile country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.

Dialogic features of brand South Africa’s website and tourists’ intentions to visit

2019 ◽  
Vol 31 (5) ◽  
pp. 569-584 ◽  
Author(s):  
Robert E. Hinson ◽  
John Paul Basewe Kosiba ◽  
Henry Boateng ◽  
Raphael Odoom ◽  
Ransford Edward Gyampo
Keyword(s):  
South Africa ◽  
Impression Management ◽  
Structural Equation ◽  
Nation Branding ◽  
Country Image ◽  
Dialogic Communication ◽  
Content Type ◽  
Nation Brand ◽  
Analyse Data ◽  
The Impact

Purpose Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions. Design/methodology/approach Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey. Findings This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit. Practical implications This study is of potential benefit to researchers, government agencies and those responsible for nation branding. Originality/value This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).

Communicating Nation Brands Through Mass and Social Media

2018 ◽  
pp. 1497-1514
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.

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