Nation Branding

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Nation Branding, joseba kamio, ehu, nazionalismoa XXI. mendean, master, leioa, euskal herria, basque country, nation branding

Nation Branding

  1. 1. Nation Branding @jkf
  2. 2. hobe duzu zure burua saltzea, zure burua merketzea baino.
  3. 3. ez dago nazio perfekturik
  4. 4. nation branding
  5. 5. modernitatearen frakasoa
  6. 6. niraultza nortasunen iraultza
  7. 7. zer da marka bat?
  8. 8. @ Bogdana Butnar, McCann !@ Bogdana Butnar, McCann !
  9. 9. @ Bogdana Butnar, McCann !
  10. 10. @ Bogdana Butnar, McCann !
  11. 11. Pertzeptzio esanguratsu eta egituratu bat hauteslearen gogoan, ideak elkarlotzen dituena eta erabakiak bideratzen dituena.
  12. 12. Maka sendoek gizakien egia eta emozio eternalekin konektatzen dute. Zure baitan dakizun zerbait esaten dizute.
  13. 13. marcaenfokatu desplegatu
  14. 14. desberdindu
  15. 15. Hiru geruza hotzak jota ez akabatzeko 1. Misioa/Bisioa 2. Marka 3. Komunikazioa
  16. 16. ekintzarako plataforma
  17. 17. goitik...
  18. 18. ... eta behetik
  19. 19. nor zara? zer egiten duzu? zergatik da garrantzitsua xede-taldearentzako?
  20. 20. zer da nazio bat?
  21. 21. NAZIO BAT JARRERA BAT DA
  22. 22. zer da nazio-marka bat, orduan?
  23. 23. gogoangarria
  24. 24. Nazio marka: lurralde marka bat da, marka-estrategiak jorratze dituena balore ekonomikoa, soziala eta kulturala emateko, bertakoei nahiz kanpokoei, ! ! elkarrizketa esanguratsu baten bidez.
  25. 25. desberdina esanguratsua benetakoa diskriminantea ! berezia argia sendoa bisuala
  26. 26. partehartzea
  27. 27. “delivery”
  28. 28. TOURISM HERITAGE & CULTURE GOOD FOR BUSINESSQUALITY OF LIFE VALUE SYSTEM 1 25 34 COUNTRY BRAND
  29. 29. 2010 COUNTRY BRAND INDEX © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS 6 14 SPAIN 15 SINGAPORE 16 MALDIVES 17 IRELAND 18 BERMUDA 19 DENMARK 20 AUSTRIA 21 MAURITIUS 22 GREECE 23 INDIA 24 ICELAND 25 NETHERLANDS 01 CANADA 02 AUSTRALIA 03 NEW ZEALAND 04 UNITED STATES 05 SWITZERLAND 06 JAPAN 07 FRANCE 08 FINLAND 09 UNITED KINGDOM 10 SWEDEN 11 GERMANY 12 ITALY 13 NORWAY 2010 RANK 2010 RANK #2 / 1 #4 / 2 #3 / 0 #1 / 3 #11 / 6 #7 / 1 #5 / 2 #16 / 8 #8 / 1 #21 / 11 #9 / 2 #6 / 6 #10 / 4 #13 / 2 #19 / 3 #12 / 5 #15 / 3 #23 / 4 #28 / 8 #26 / 5 #14 / 8 #18 / 5 #25 / 1 #31 / 6 #22 / 9 COUNTRY BRAND COUNTRY BRAND2009 RANK / CHANGE 2009 RANK / CHANGE
  30. 30. 2010 COUNTRY BRAND INDEX © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS 41 The expansion of the Country Brand Index in 2010 to examine and rank 110 nations gives us a richer picture of the relative brand strength of broad geographic areas. The rankings below are based on the composite average scores achieved by the countries in each region and reflect the average country brand strength of constituent countries: With some of the most mature country brands, and four of the 2010 Top 10, Western Europe performed as expected, remaining in the top position as the region with the strongest overall nation brands. At the other end of the spectrum, the countries of MENA and Sub-Saharan Africa have come to country branding much later, facing awareness problems and showing a comparative lack of brand development overall. 01 WESTERN EUROPE 02 CARIBBEAN 03 ASIA PACIFIC 04 AMERICAS 05 CENTRAL / EASTERN EUROPE 06 MENA (Middle East, North Africa) 07 SUB-SAHARAN AFRICA 1 1 3 1 1
  31. 31. Texto
  32. 32. arazoak eta mugak
  33. 33. ADO S
  34. 34. PARADOXEN KUDEAKETA POSITIBOA koherentzia heterodoxoa
  35. 35. gu
  36. 36. ADO S
  37. 37. PNV merchandisina (signifikante hutsak) ! ! Ezker Abertzalea merchandising teokratikoa (signifikante monolitikoak) ! ! PSE-PSOE nazioaren disoluzio kosmopolita (kasurik onenean)
  38. 38. estrategia argia estrategia korala aldaketa eta osagarritasuna aliantzak ekintzak denbora aukerak borondate politikoa
  39. 39. Lidergoa nork? (lurralde zatiketa, zatiketa instituzionala, e.a. ) ! ! ! Nation Branding telurika bat?
  40. 40. Milesker @jkf

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