Upaya Nation Branding Brazil Melalui Telenovela

2020 ◽  
Vol 8 (03) ◽  
Author(s):  
Filianstya Hariono ◽  
Christina Nathania ◽  
Maria Indira Aryani
Keyword(s):  
Nation Branding

Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine

2016 ◽  
Vol 4 (2) ◽  
pp. 84-99 ◽  
Author(s):  
Evinc Dogan ◽  
Goran Petkovic
Keyword(s):  
Nation Branding ◽  
Place Marketing ◽  
Brand Positioning ◽  
Country Branding ◽  
Tourism Marketing ◽  
Nation Brand ◽  
Emerging Themes ◽  
Tourism Organization ◽  
The Impact ◽  
People’S Perceptions

Food and gastronomic values of a country are distinguished assets in marketing places. The aim of this article is exploring the ways in which Serbia rebrands itself through promoting the local food and culture and positions the nation brand in a transnational marketing context. The key concepts for this research originate from the literature in place marketing and branding. The gastronomic offer is an instrument shaping people’s perceptions about Serbia that is represented and communicated through values, narratives and manifestations. Accordingly, semiotics is adopted for analysing the data, which builds on three levels: axiological, narrative and discursive. Content analysis is used as a supportive method to infer meanings from codes and to determine emerging themes overarching the units of meaning.  The tourism marketing strategy of The National Tourism Organization of Serbia (TOS) is closely examined through the touristic promotion materials (i.e. catalogues, posters, Soul Food video). In sum, the analysis results reveal how the country branding strategy of Serbia is handled in terms of the impact on the perceptions with a focus on food as a tourist attraction. The research is valuable for place-marketers, strategists, governments, and scholars from different fields of academia.

Nation Branding:

MedienJournal ◽  
2017 ◽  
Vol 37 (3) ◽  
pp. 7
Author(s):  
Gisela K. Cánepa
Keyword(s):  
Economic Growth ◽  
National Identity ◽  
Cultural Identity ◽  
Social Contract ◽  
The State ◽  
Nation Branding ◽  
Great Opportunity ◽  
National Community ◽  
Neoliberal Governmentality ◽  
Entrepreneurial Spirit

Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska  released as part of the Nation Branding campaign Marca Perú  in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

Big Data Analyses of Korea's Nation Branding on Google and Facebook

2020 ◽  
Vol 51 (1) ◽  
pp. 151-174
Author(s):  
Chung Joo Chung ◽  
Yunna Rhee ◽  
Heewon Cha
Keyword(s):  
Big Data ◽  
Nation Branding ◽  
Data Analyses

A narrativa irlandesa no Eurovision Song Contest 2018

2019 ◽  
Vol 7 (16) ◽  
Author(s):  
Sanio Santos da Silva ◽  
Monique Pfau
Keyword(s):  
Nation Branding ◽  
Eurovision Song Contest

O Eurovision Song Contest é um concurso musical realizado desde 1956, quando teve o intuito de fortalecer os vínculos entre as nações europeias após a II Guerra Mundial. Atualmente, cerca de quarenta países enviam canções ao certame, que é realizado em três noites – duas semifinais e uma final. A Irlanda ainda guarda o recorde de sete vitórias, porém, nos últimos anos, os concorrentes irlandeses não conquistaram bons resultados. Em 2018, depois de quatro edições, o país retorna à final com Ryan O'Shaughnessy, que interpretou Together e explorou a temática LGBT em palco. Essa empreitada pode estar ligada a uma estratégia de nation branding, um processo que edita e exibe a identidade nacional em forma de mídia. O intuito é atrair turistas e apresenta o país como um parceiro econômico interessante. O objetivo do presente trabalho é investigar aspectos relacionados à participação da Irlanda no Eurovision 2018, através de uma análise de conteúdo, observando eventos que precederam e sucederam a apresentação no festival e os possíveis interesses no uso da temática LGBT.

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.

Konsep City Branding dan Identifikasi Nilai Lokal pada Kota-Kota Indonesia dalam Mendukung Nation Branding Indonesia

Jurnal Desain ◽  
2021 ◽  
Vol 8 (2) ◽  
pp. 147
Author(s):  
Firmanda Satria ◽  
Fadillah Fadillah
Keyword(s):  
Nation Branding ◽  
City Branding
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