Nation Branding in the Andean Community: Decision 876 of 23 April 2021 for a Common Nation Brand Regime

On 23 April 2021, the Andean Community, comprised of Bolivia, Colombia, Ecuador and Peru, adopted and published Decision 876 regulating the common nation brand regime for its territory. As a result, this integrated bloc of Latin American countries became a pioneer in this area. Decision 876 establishes a common regime for protecting country brands against any possible unauthorized registrations or the use of identical or similar signs in the Community’s Members Countries. It is interesting to note that, unlike other integration blocs in Latin America, the Andean Community has made notable progress in harmonizing regional regulations on intellectual property. In this sense, Decision 876 adds to its extensive legal corpus on the topic, with no similar rule existing in the other integration processes in the region. The Decision sets out the basic criteria related to Member Countries’ and third countries’ nation brands, the procedure for their protection and enforcement, and infringements.

Beyond Entertainment: Gastrodiplomacy Performance in Korean Drama and Reality Show

As the world keeps advancing due to globalization, countries across the world were competing against each other to be more acknowledgeable. The use of nation branding appears to be better suited to solve that problem. The use of public diplomacy such as gastrodiplomacy is believed to be the perfect tool in achieving that goal. South Korea was one of the many countries to do so. The country does not solely rely on the concept of gastrodiplomacy alone, rather it combines diplomacy with the use of media and entertainment industry. This research aims to elaborate the use of Korean television programs as the medium for cultural representation through gastrodiplomacy performed within. This research attempts to interpret gastrodiplomacy performances within the Korean drama, ‘Weightlifting Fairy: Kim Bok-Joo’ and Korean reality show, ‘BTS: In The Soop’ by applying diplomacy and performance concept, and food as nation branding theory. This study shows that television drama and reality show were able to create an engagement and connection with their audience, making both shows effective in delivering the message. The research will be carried out using qualitative research measurement, by analyzing the food appearances happening within the selected scenes from both the series.

Topical symbols of Kyiv as a tourism brand

The attention to branding, from theorists as well as from practitioners, had been remained at a very high level for the 2000s and 2010s. There many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv (Kiev) as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand

<p>States need to be recognised by other states to be legitimate and diplomacy is the way in which states represent their interests overseas. Cultural diplomacy is an important part of this diplomacy as it allows states to present their culture internationally and use it to build and maintain relationships that will be of value. Historically, cultural diplomacy has been a long term project, and the benefits to the state are not always immediate. In recent years, the more short term and immediate benefits of nation branding have become popular with states. Nation branding allows a state to promote itself and its products, resulting in quick and often very profitable economic benefits to the country. Like cultural diplomacy, nation branding draws heavily on the culture and imagery of the nation and uses it to gain an advantage. This thesis looks at New Zealand’s cultural diplomacy programmes and the very successful 100% Pure New Zealand nation brand. It looks at the way in which the cultural diplomacy programme meets New Zealand’s aims and is able to build long term relationships, promote understanding and protect its cultural sovereignty, and examines the way in which the new Zealand nation brand has managed to build such a distinctive image and attract customers. The thesis argues that the traditional long term cultural diplomacy is beginning to be changed as economic aims take precedence and it discusses some implications of this for New Zealand.</p>