Made in Italy in the Japanese F&B Market and the Marketing of Freedom

Italy in Japan resounds with fashion, lifestyle and most of all food. From HoReCa to home cooking to gifts, Italian F&B products have taken Japanese consumers by storm in the past few decades, imposing Made in Italy as the most loved national brand. But the Japanese market is extremely mature, fast and notoriously one of the most sophisticated globally. Competition is fierce and relying on the quality of the product itself is not enough to secure commercial success in a country where form often prevails over content. That is when (good) food marketing becomes the crucial element in dictating the lifespan of a brand. To what degree are Italian producers aware of this? And what is the best approach to minimize failure?

National Brand Identity: Pilot Study on Perception of Croatian Student Population

A message sent to a specific market or an audience contains certain types of information that affect the audience. For this reason, brand identity, nowadays increasingly in a digital form, plays an important role. Each state wants to create a robust, attractive, and different brand identity that will set it apart from other states and thus augment its reputation. This research aimed to determine the elements of brand identity that respondents mostly associate with Croatia and to examine their attitudes towards the belief that the brand identity that influences emotions is essential in the creation of national visual identity, as well as their attitudes towards the assumption that the brand identity of Croatia should be liked first by the inhabitants of Croatia, and only then by foreign tourists. Two research propositions were tested using the structural equation modeling, measuring the relationship between the emotional and formal elements of brand identity with the attitudes towards the emotions concerning the brand identity and the relevance of the brand identity to the country residents. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Sport as a tool of politics: A study on Myanmar's Southeast Asian Games 2013

<p>Since a new semi-civilian government came to power in March 2011, Myanmar has embarked on sweeping reforms to end its isolation and integrate its economy with the international economy. As a signal of stimulating the economic stagnation, President Thein Sein's government revamped finance and investment laws to draw more foreign investment into the country and asked for financial and technical assistance from the international community at the same time. However, the image of a military-influenced civilian government has created administrative problems for Myanmar's policy of national re-unification and economic development. So Myanmar badly needed to improve its national image and legitimacy in order to reduce the obstacles to its regional and international political and economic objectives. As a diversely populated country, Myanmar leaders thought that projecting a positive national image will contribute to a higher level of national brand and uplift their political legitimacy. Therefore the government decided to host the 27th SEA Games which may be vital for re-branding of Myanmar and so they prepared to formulate this idea since before the transfer of power from military government to a new semi-civilian government in 2011. The Games was a good opportunity for the former Myanmar military leaders to showcase their top-down democratization model. Eventually, with the honour of hosting the Games in December 2013 that returned to the country after 44 years, Myanmar successfully hosted the biggest regional sporting event as a promotion for the new Myanmar. Especially, Myanmar showed its kind hospitability throughout the Games while sport athletes uplifted the nation’s image by earning the most medals for the first time since the competition began in 1959. Therefore, it can be said that hosting the SEA Games could revitalize the standard of Myanmar sports. After the Games, Myanmar people proudly say the words, "That's Myanmar". They have swallowed those words under an oppressive era for decades. The aim of this thesis is to investigate how the once-pariah state, Myanmar, used the 2013 SEA Games to present itself as a normal and friendly country and to achieve international recognition.</p>

Sport as a tool of politics: A study on Myanmar's Southeast Asian Games 2013

<p>Since a new semi-civilian government came to power in March 2011, Myanmar has embarked on sweeping reforms to end its isolation and integrate its economy with the international economy. As a signal of stimulating the economic stagnation, President Thein Sein's government revamped finance and investment laws to draw more foreign investment into the country and asked for financial and technical assistance from the international community at the same time. However, the image of a military-influenced civilian government has created administrative problems for Myanmar's policy of national re-unification and economic development. So Myanmar badly needed to improve its national image and legitimacy in order to reduce the obstacles to its regional and international political and economic objectives. As a diversely populated country, Myanmar leaders thought that projecting a positive national image will contribute to a higher level of national brand and uplift their political legitimacy. Therefore the government decided to host the 27th SEA Games which may be vital for re-branding of Myanmar and so they prepared to formulate this idea since before the transfer of power from military government to a new semi-civilian government in 2011. The Games was a good opportunity for the former Myanmar military leaders to showcase their top-down democratization model. Eventually, with the honour of hosting the Games in December 2013 that returned to the country after 44 years, Myanmar successfully hosted the biggest regional sporting event as a promotion for the new Myanmar. Especially, Myanmar showed its kind hospitability throughout the Games while sport athletes uplifted the nation’s image by earning the most medals for the first time since the competition began in 1959. Therefore, it can be said that hosting the SEA Games could revitalize the standard of Myanmar sports. After the Games, Myanmar people proudly say the words, "That's Myanmar". They have swallowed those words under an oppressive era for decades. The aim of this thesis is to investigate how the once-pariah state, Myanmar, used the 2013 SEA Games to present itself as a normal and friendly country and to achieve international recognition.</p>

Investigation of the physical and mechanical characteristics of the applied corrosion-resistant powder coating

This article presents the results of experimental work on the development of a laser complex for micro-and nanomodification of metal surfaces using hybrid technologies. As an alloying material, a corrosion-resistant composite powder of the national brand was chosen, which is used in industry to prevent the occurrence of corrosion formations on the working surfaces of the executive parts of machines. One of the most used national grades of structural carbon steels was chosen as the substrate. The parameters of the laser radiation varied in two parameters: scanning speeds in the range of 12-15 mm/sec and radiation power in the range of 3-5 kW. As a result of the work carried out under various power modes, prototypes were obtained. On their basis, tabular data on the obtained values of microhardness, wear resistance and friction coefficients are compiled. The description of the obtained results is given and the direction of further work is indicated.

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

PurposeNation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands originating from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation.Design/methodology/approachThe relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing 334 survey responses collected from foreign tourists in India. Structural equation analysis was carried out as part of the analysis.FindingsThe results confirmed that international visitors' sensory and affective nation brand experiences significantly enhance brand love for a nation, leading to national brand loyalty and positive WOM among them. The findings are expected to help practitioners understand consumer buying behavior related to nation brand and develop innovative strategies for improving brand values.Originality/valueUnderstanding a developing nation brand experience and how it converts to brand loyalty through the mediation effect of nation brand love from the lens of foreign tourists is the novelty of this study.

Qatar Soft Power: From Rising to the Crisis

Qatar has recently become a regional power and an influential actor in international politics. Qatar has adopted a foreign policy of soft power, which played a prominent role in the rise of the international scene. On 5 June 2017, a diplomatic boycott crisis has erupted against Qatar. The Arab Quartet imposed a complete blockade on Qatar and stated 13 demands. The study explores Qatar’s soft power tools such as lobbying, international mediation, scholarships, foreign aids, Al Jazeera network, which has created a national brand for Qatar. With the non-coercive foreign policy, Qatar’s stance in regional politics has transformed from neutrality to influence. This study will investigate the underlying political, ideological, and strategical factors of the 2017 crisis that has manifested the power struggles in the Gulf, the role of Qatar's foreign policy of soft power in the context of the crisis. Finally, the study will analyze whether the current situation demonstrates transient appeasement or a permanent resolution.

The Effect of the National Brand on High-Tech Exports in Selected Countries

High-tech exports play a crucial role on the growth and prosperity of the national economy due to higher added value and higher profitability; however, gaining a competitive advantage and increasing high-tech exports is arduous because of the highly competitive environment in global markets. Also, increasing the value of the national brand through the improvement of foreign customers' mental image of products made in a specific country can play an undeniable role in the increase of customer loyalty and the growth of high-tech exports. Therefore, we intended to evaluate the impact of the national brand on high-tech exports in 14 selected developing countries (sample group) and 12 selected developed and emerging countries (control group) by using panel data and generalized method of moments (GMM), during the period 2011–2018. The results showed the positive and significant impact of the national brand in both groups, but the estimated coefficient is higher in developed and emerging countries. It means that although the improvement of the national brand stimulates the demands for high-tech products from foreign customers, countries that have had more capacity to increase the production and supply of these products have been more successful in meeting the surplus demand created. Therefore, developing countries should take action to improve the national brand, by moving towards a knowledge-based economy, and at the same time, they have to increase their capacity of production and supply of high-tech products to be able to meet the demands for these products in global markets.JEL Classification: F14, M16, F31, K11.