A brief introduction to Nation branding

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A brief introduction to Nation branding

  1. 1. + NATIONBRANDING Pham Vu Hang Giang 20118001
  2. 2. + Index  Nation Branding ?  Why Nation Branding ?  Benefits  Objectives
  3. 3. + Nation + Brand = Nation BrandingEstablishment of an image (internally andexternally) for a country based on positiveand relevant values and perceptions
  4. 4. + Why Nation Branding ?  Nowadays every nation is engaged in competition for  Foreign Investment  Tourism  Exporting products  What decides these factors is not only based on ground reality but also on perception that the world has on the image of a nation
  5. 5. + Nation Brand Index (NBI)  The criteria underlying the NBI ranking Tourism Exports Competitive People Governance } Identity Culture and Investment and Heritage Immigration Nation Branding Hexagon (by Mr. Anholt)
  6. 6. + Benefits of a nation having a strong Nation Brand Exports sell more, and sell for higher prices More tourists Exports Investment (Foreigners have Attract FDI and more interest in other sorts of good-branded countries and inwards investment Tourism Culture accept to pay more) Their culture (language, costumes, traditions, movies, books, etc.) is perceived to be more attractive abroad and consequently
  7. 7. + Objectives for Nation Branding  Stimulate growth of branded exports  Increase inward-bound tourism  Attract inward investment  Increase international political influence  Discard negative national stereotypes
  8. 8. + References  Wikipedia: http://en.wikipedia.org/wiki/Nation_Branding  The Anholt-GfK Roper Nation Brands Index: http://www.gfkamerica.com/practice_areas/roper_ pam/nbi_index/index.en.html  V. V. Mugobo1 and W. I. Ukpere, “Is Country branding a panacea or poison ?”, African Journal of Business Management, 2011, Vol. 5(20), pp. 8248-8255.

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