scholarly journals Reassessing Nation-Branding: Danish Public Diplomacy towards Muslim-Majority Countries after the 2005 Cartoon Crisis

2017 ◽  
Vol 10 (2) ◽  
pp. 235
Author(s):  
Radityo Dharmaputra
Keyword(s):  
Public Diplomacy ◽  
Brand Image ◽  
Nation Branding ◽  
Future Research ◽  
Conscious Effort ◽  
Muslim Majority ◽  
Cartoon Crisis ◽  
Crisis Diplomacy

This article reassesses Danish efforts of nation-branding towards Muslim-majority countries after the 2005 Prophet Cartoon Crisis. It disputes Rasmussen &Merkelsen’s (2012) findings regarding the shifting Danish policy to a more brand-conscious policy. This article differentiates reactive crisis diplomacy and a brand-informed policy and finds that Danish policy towards Muslim-majority countries was closer to the principle of reactive crisis diplomacy, rather than a conscious nation-branding. Result from this research could be used as the basis for future research on the idea that nation branding could complement the use of classic diplomacy. As the Danish case has shown, the lack of coordination between governmental and non-governmental actors and the lack of conscious effort on nation branding could negate the possibility of creating a good brand image.

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.

Maximising Soft Power: the Role of Digital Diplomacy in Building Trust with Nation-Branding

2021 ◽  
Vol 1 (2) ◽  
pp. 1-19
Author(s):  
Jess Gosling
Keyword(s):  
Crucial Role ◽  
Soft Power ◽  
Driving Force ◽  
Public Diplomacy ◽  
Essential Role ◽  
Nation Branding ◽  
Building Trust ◽  
The Creation ◽  
Digital Diplomacy

Perceptions of attractiveness and trustworthiness impact the prosperity and influence of countries. A country's soft power is not guaranteed. Countries have their brands, an image shaped by the behaviour of governments, by what they do and say, whom they associate with, and how they conduct themselves on the global stage. Increasingly, digital diplomacy plays a crucial role in the creation and application of soft power. This paper argues that digital diplomacy is increasingly vital in the articulation of soft power. Digital diplomacy is a new way of conducting public diplomacy, offering new and unparalleled ways of building trust with previously disengaged audiences. Soft power is now the driving force behind reputation and influence on the global stage, where increasingly digital diplomacy plays an essential role.

Russian Public Diplomacy and Nation Branding

2019 ◽  
pp. 45-59
Author(s):  
Semed A. Semedov ◽  
Anastasiya G. Kurbatova
Keyword(s):  
Public Diplomacy ◽  
Nation Branding

scholarly journals Sports Diplomacy of Norway

2017 ◽  
Vol 20 (1) ◽  
pp. 131-146 ◽  
Author(s):  
Michał Marcin Kobierecki
Keyword(s):  
Public Diplomacy ◽  
Nation Branding ◽  
Main Hypothesis ◽  
Sports Diplomacy ◽  
International Identity

Norway is perceived as a country with a clear international identity. The aim of the article is to investigate the sports diplomacy of Norway and to examine its influence on the international brand of this country. The author will define the term “sports diplomacy” and attempt to outline the strategy of Norway’s public diplomacy; an analysis of the methods used in Norwegian sports diplomacy will follow. The main hypothesis of this paper is that sports diplomacy only plays a subsidiary role in Norwegian nation branding.

scholarly journals Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness

2015 ◽  
pp. 207-226
Author(s):  
Annie Danbury ◽  
Maria Palazzo ◽  
Kathleen Mortimer ◽  
Alfonso Siano
Keyword(s):  
Brand Image ◽  
Marketing Research ◽  
Future Research ◽  
Colour Perception ◽  
Print Advertisements ◽  
Consumer Ethnocentrism ◽  
Focus Group Research ◽  
Cultural Perspectives ◽  
Future Research Directions ◽  
The Uk

The creation of a trustworthy brand identity through advertising has received relatively little attention in European marketing research. Thus, in this chapter, we explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trustworthy image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trustworthy. However, findings in this chapter also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trustworthy brand image. A discussion of potential solutions and future research directions is provided.

scholarly journals Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”

2021 ◽  
Vol 11 ◽  
pp. 15-35
Author(s):  
Yan Wu ◽  
Sian Rees ◽  
Richard Thomas ◽  
Yakun Yu
Keyword(s):  
Political Ideology ◽  
Public Diplomacy ◽  
Nation Branding ◽  
Perceived Threat ◽  
Chinese Dream ◽  
The United Kingdom ◽  
Group Data ◽  
Brand Values ◽  
Focus Group Data ◽  
The Chinese Dream

Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written about its reception by overseas audiences. Accordingly, this article draws on focus-group data and employs Tu Wei-ming’s “cultural China” framework in exploring how the Chinese Dream is received and interpreted in the United Kingdom. This article contributes to understandings of nation branding by recognising how Chinese diaspora communities and British intellectual and professional elites engage with and promote brand values. It argues that the socio-cultural aspect of branding is important for China’s identity and that using the Chinese Dream as a branding narrative is successful when it focuses on cultural and economic messaging but divides opinion when political ideology is used. Image © Yan Wu

scholarly journals Building Brand Equity through Corporate Societal Marketing

2002 ◽  
Vol 21 (1) ◽  
pp. 78-89 ◽  
Author(s):  
Steve Hoeffler ◽  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Awareness ◽  
Future Research ◽  
Research Directions ◽  
Brand Engagement ◽  
Brand Credibility ◽  
Future Research Directions ◽  
Research Propositions ◽  
Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

scholarly journals Nation branding for foreign direct investment: an Integrative review and directions for research and strategy

2016 ◽  
Vol 25 (7) ◽  
pp. 615-628 ◽  
Author(s):  
Nicolas Papadopoulos ◽  
Leila Hamzaoui-Essoussi ◽  
Alia El Banna
Keyword(s):  
Decision Making ◽  
Foreign Direct Investment ◽  
Direct Investment ◽  
Location Choice ◽  
Intersection Point ◽  
Nation Branding ◽  
Integrative Review ◽  
Future Research ◽  
Content Type ◽  
New Research

Purpose This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas. Design/methodology/approach The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub- or supra-national places. Findings Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study. Research limitations/implications A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on “promotion” rather than “marketing” on the part of places engaged in nation branding efforts. Practical implications The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers’ effectiveness in their efforts to attract foreign capital. Originality/value Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.

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