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Article
Publication date: 1 June 2020

Alessandra Vecchi, Emmanuel Sirimal Silva and Lina Maria Jimenez Angel

The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing…

Abstract

Purpose

The objective of this research is to propose a framework which is apt to assess how a nation branding campaign could promote cultural identity by ultimately curbing political polarization.

Design/methodology/approach

By relying on a multidisciplinary approach that blends theoretical constructs from different fields the methodology is based on a mixed-method approach whereby the qualitative data stemming from a set of interviews with key-informants is coupled by a survey of Colombian citizens in order to gain in-depth insights over the impact of nation branding on political polarization.

Findings

From the findings, it emerges that a campaign based on nation branding and targeting domestic citizens could curb political polarization within Colombia, by also fostering cultural identity.

Research limitations/implications

The study considers only Colombia. To fully assess the robustness of the framework it would be useful to extend the analysis to a broader range of countries and to a wider set of domestic issues.

Practical implications

The research not only provides in-depth insights on how nation branding can be used effectively in order to curb political polarization but also practical guidance on how a nation branding campaign can be effectively designed. The findings are relevant to policy-makers that have the opportunity to implement informed and educated nation branding campaigns not just overseas, but also to strategically address important domestic issues by engaging the domestic stakeholders.

Originality/value

While country branding has been extensively investigated within the context of international business, we have a relatively limited understanding of its domestic impact. In contrast to traditional country branding literature, this paper aims to theoretically advance our understanding of nation branding and its effect on political polarization, as well as gauging its impact on cultural identity.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 20 February 2020

Sanya Ojo

This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand.

Abstract

Purpose

This study aims to investigate the reverse effect of the country of origin’s reputation on the notion of place brand.

Design/methodology/approach

Using a case study methodology, cases of Lagos (Nigeria) and Dubai (UAE) are examined to generate a model of place brand/branding.

Findings

Three pathways of the flow of causality between nation brand and city brand were emphasised, and problematic themes of interest to focus are recommended as a way forward for aspiring cities to create and improve their global reputation to generate increased footfalls of visitors and investors.

Practical implications

It is possible for cities to create effective brands irrespective of the reputation (strong or weak) of their countries of origin. The implication of the reverse relationship between nation and city brand has the potential to expand the theoretical framework of a place brand.

Originality/value

The study’s uniqueness is in highlighting the different relations between nation branding and city branding that could guide practitioners in actualising a successful city brand project.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 14 August 2017

Fabiana Gondim Mariutti

Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest…

Abstract

Purpose

Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest a theoretical link between country reputation and country-of-origin (COO). To foster an alignment between country reputation and place management, this paper aims to trace the advance of country branding and nation branding, as deriving place management recommendations from studies on country reputation. Therefore, this work is grounded on the consistent principle in the current literature – that a place must first improve itself via development and management before it can create a positive reputation via communications; it is fundamental, geographically, to work on the development initiatives towards the improvement of a place.

Design/methodology/approach

This is a conceptual paper based on literature search on country reputation published in the past decade (2005-2015).

Findings

The analysis indicates that nine papers have been published on country reputation since 2005, but none of them deal with principles of place management. This paper also consolidates the field’s decades-long theoretical evolution into a visual diagram. To close, it concludes by highlighting the need for theoretical and managerial advancements involving principles from place reputation and place management, which could help countries achieve sustainable prosperity.

Research limitations/implications

As limitations, this conceptual paper lacks review of each country in the evolutionary timeline regarding country branding and nation branding. As another limitation, this paper focused specifically on theoretical contributions and did not address the administrative challenges implied by the sub-themes. Indeed, there is much complexity involved with aligning government policies with internal and external stakeholders.

Social implications

Inspire academia, government and citizens to be engaged with the sustainable prosperity of their country through initiatives of place management and development.

Originality/value

The present study provides additional evidence with respect to the evolution of COO to country reputation, considering studies on nation branding and country branding, towards place management. To date, this is the first publication that offers an extensive examination of country reputation. Thus, the principal theoretical implication of this study is that place management and place reputation can be aligned to develop and improve places (cities, regions and countries) for sustainable prosperity.

Details

Journal of Place Management and Development, vol. 10 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

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Article
Publication date: 3 June 2014

Sari Silvanto and Jason Ryan

The global migration and movement of talent plays an important role in the economic growth and competitiveness of many nations. In coming decades, it is anticipated that…

Abstract

Purpose

The global migration and movement of talent plays an important role in the economic growth and competitiveness of many nations. In coming decades, it is anticipated that there will be increased competition between countries to attract the best and brightest. The World Economic Forum (2011) has recommended using nation branding strategies to attract talent. In response to this recommendation, the purpose of this paper is to propose a strategic framework and terminology for branding nations to attract highly skilled workers. Based on a review of the literature, it recommends five strategic vision drivers that can help countries brand themselves in an appealing and compelling way to talented professionals. This paper also recommends the term “relocation branding” to describe the practice of branding nations, regions and cities to attract talent.

Design/methodology/approach

This paper examines the literature on nation branding and talent mobility to propose a conceptual framework of five vision drivers for branding destinations to attract talent. It also discusses how these vision drivers can be used in the context of an overall branding initiative and campaign.

Findings

This paper finds that the determinants of talent mobility are complex and overlapping. Highly skilled temporary and permanent migrants have a broad range of concerns and interests when they voluntarily choose a country to live and work in. This paper argues that, given these complexities, a more tailored and multidimensional understanding of talent mobility is necessary to effectively craft a branding strategy that will appeal to the highly skilled. A clear vision, demonstrating an understanding of the challenges of moving between countries, has to be integrated into the brand from the outset.

Originality/value

This paper is one of the only in-depth studies of nation branding for the purpose of attracting temporary and permanent skilled migrants. The value of this paper is significant as it provides a framework for strategically creating and positioning nation brands to attract highly skilled workers.

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Article
Publication date: 30 August 2019

Andy W. Hao, Justin Paul, Sangeeta Trott, Chiquan Guo and Heng-Hui Wu

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the…

Abstract

Purpose

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research.

Design/methodology/approach

The authors review peer-reviewed theoretical and empirical journal articles published during the last two decades – from 1998 to 2018. Selected journal articles on nation branding were subsequently synthesized for further insights.

Findings

The field of nation branding is fragmented and has developed in the course of the last two decades in different directions. This paper identifies key publication outlets and articles, major theoretical and methodological approaches and primary variables of interest that exist in the nation branding literature. The findings also highlight several research themes for future research.

Originality/value

This research fills a need to summaries the current state of the nation branding literature and identifies research issues that need to be addressed in the future.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 11 April 2016

Pantea Foroudi, Suraksha Gupta, Philip Kitchen, Mohammad M. Foroudi and Bang Nguyen

This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place…

Abstract

Purpose

This paper aims to develop a framework that links the concepts of place branding, place image and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely, Iran, the model further examines critical moderation variables.

Design/methodology/approach

A qualitative approach was undertaken, comprising face-to-face in-depth interviews with 15 respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated.

Findings

Findings indicate that the key indicators of identifying a place brand come under two headings, namely, national culture (country’s name, country’s brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.) and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association and tourism experience.

Practical implications

Effective place branding could help a country attract tourists, visitors, traders and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country’s image.

Originality/value

Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies 12 antecedents of place branding and five important moderators. Findings will help policymakers, country brand managers and communication professionals more generally who deal with a country’s image and reputation and those involved in improving the tourism industry in Iran.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 10 May 2011

Collins Osei and Ayantunji Gbadamosi

The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and…

Abstract

Purpose

The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments.

Design/methodology/approach

An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re‐branded.

Findings

This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re‐branding Africa as a viable continent for global business transactions is strongly emphasised in the article.

Practical implications

This paper has a significant implication for positioning Africa as a relevant business partner in the global marketplace by echoing the extensive business opportunities that await both the indigenous and foreign investors in the continent.

Originality/value

The article espouses the brand equity of Africa as a continent and suggests avenues for constantly communicating the inherent virtues of the content to the world towards maintaining her rightful position in the international business community.

Details

Marketing Intelligence & Planning, vol. 29 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 18 July 2016

Roderick J. Brodie and Maureen Benson-Rea

A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic…

Abstract

Purpose

A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning.

Design/methodology/approach

A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions.

Findings

An illustrative case study provides empirical evidence to support the new theoretical framework.

Research limitations/implications

Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks.

Practical implications

Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image.

Originality/value

Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

Details

Journal of Product & Brand Management, vol. 25 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 8 July 2020

Jiaxun He, Cheng Lu Wang and Yi Wu

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Abstract

Purpose

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Design/methodology/approach

Integrative review and analysis with conceptual development and future research directions.

Findings

The authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.

Originality/value

The paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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