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1 – 10 of over 20000
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 there…

2061

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.

Open Access
Article
Publication date: 4 March 2021

Hogne Lerøy Sataøen

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national…

1800

Abstract

Purpose

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors.

Design/methodology/approach

The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies.

Findings

The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people.

Originality/value

The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 20 July 2010

Keith Dinnie, T.C. Melewar, Kai‐Uwe Seidenfuss and Ghazali Musa

This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations…

10141

Abstract

Purpose

This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.

Design/methodology/approach

A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy.

Findings

Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience.

Research limitations/implications

The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings.

Practical implications

Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.

Originality/value

This paper extends previous work on the need for countries to adopt a coordinated approach to their nation branding activities. The paper is original in its examination of actors’ perceptions of the optimal degree of coordination that should occur between a country's EPO, IA, NTO and embassies. The paper is also original in its reporting of findings from a region (ASEAN) that is under‐researched relative to other areas, such as Europe and North America.

Details

International Marketing Review, vol. 27 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 28 July 2022

José I. Rojas-Méndez and Mozhde Khoshnevis

This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related…

2133

Abstract

Purpose

This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs.

Design/methodology/approach

To analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts.

Findings

The results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field.

Originality/value

This paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.

Details

Journal of Product & Brand Management, vol. 32 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 February 2023

Jilan Abdalmajid, Ioanna Papasolomou, Demetris Vrontis, Yioula Melanthiou, Alkis Thrassou and Naziyet Uzunboylu

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper…

Abstract

Purpose

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well.

Design/methodology/approach

Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics.

Findings

The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research.

Originality/value

There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.

Details

Journal of Asia Business Studies, vol. 17 no. 5
Type: Research Article
ISSN: 1558-7894

Keywords

Open Access
Article
Publication date: 16 October 2019

Salah Hassan and Abeer A. Mahrous

Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The…

8157

Abstract

Purpose

Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands.

Design/methodology/approach

The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand.

Findings

For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors.

Originality/value

This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.

Details

Journal of Humanities and Applied Social Sciences, vol. 1 no. 2
Type: Research Article
ISSN: 2632-279X

Keywords

Article
Publication date: 3 January 2020

Eric Ping Hung Li, Hyun Jeong Min and Somin Lee

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the…

3655

Abstract

Purpose

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the investigation of the transformation of Korea’s beauty industry, the authors seek to illustrate the inter-relationship of the market systems and national identification practices.

Design/methodology/approach

This study employed the qualitative case study approach to examine the latest development of Korea’s medical tourism. Through analysing a variety of secondary data that associated to the latest development of cosmetic tourism, this paper presents the impact of the transformation and reconfiguration of Korea’s beauty industry on the country’s nation branding strategy and the development of Korea’s soft power in the global marketplace.

Findings

The findings highlight how Korea’s new cosmetic tourism industry contributed to the renewal of Korea’s nation brand in the global market. The findings also illustrate the interconnection of the emerging Korean popular cultural products (K-pop and K-beauty) in the regional and global marketplace.

Research limitations/implications

The findings demonstrate the role of market in re-defining a nation’s brand and identity. The findings also illustrate how market-driven strategy influences the development of a nation’s soft power in the regional and/or global marketplace.

Practical implications

The study shows that practitioners can be active agents in nation branding. Through highlighting strategies to develop soft power within and beyond the country boundary, this study shows how market agents, governments and other stakeholders can co-create a market system that transform and reconfigure the nation brand in the global marketplace.

Social implications

In additional to explore the transformation of the beauty industry in Korea, this paper also presents the history and transformation of the beauty standards in Korea and other Asian cultures. Such dialogue invites marketing and consumer researchers to further explore the role of history and culture in guiding the production and consumption of new (consumption) standards.

Originality/value

This is the first paper that connects the theory of soft power in nation branding and country-of-origin literature. The case analysis of the socio-historical development of K-beauty also demonstrates how non-Western cultural goods enter the international marketplace. In summary, this paper provides new conceptual framework that illustrates a new collaborative mechanism that engages government and practitioners to co-create new cultural norms and standards to the local and international markets.

Details

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

Keywords

Article
Publication date: 11 December 2019

Jan-Benedict Steenkamp

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

1818

Abstract

Purpose

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

Design/methodology/approach

The paper draws on the extant literatures on brand identity systems, cultural branding and brand equity to develop a conceptual model for nation branding. The author also identifies five key challenges faced by the nation brand marketer.

Findings

Nation branding has captured the attention of policy makers around the world, but has only received limited attention by international marketing scholars. Much of the work on nation branding is done by practitioners who regard nation branding as a separate field of inquiry. The author argues that nation branding is an important emerging new form of branding, and that we should use and adapt the rich branding literature to deepen our understanding of nation branding and develop plans for action. The author proposes a model for nation branding, which consists of six stages. Furthermore, the author identifies five issues that keep the nation brand marketer awake at night.

Originality/value

The paper integrates three streams of work on branding to develop a new, six-step model for building strong nation brands. For each stage, the key tasks for the nation-branding marketer are identified.

Details

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

Keywords

Article
Publication date: 6 March 2023

Gabriela Seccardini and Lucile Desmoulins

This article tackles Croatian public diplomacy, destination and nation branding vis-à-vis an emerging Instagram trend to publish dark tourism related pictures sometimes using the…

Abstract

Purpose

This article tackles Croatian public diplomacy, destination and nation branding vis-à-vis an emerging Instagram trend to publish dark tourism related pictures sometimes using the official hashtag CroatiaFullOfLife; hence, poking Croatia tourism development accounts, which promote the country as merely a Riviera destination, and deletes the memories of Yugoslavian and Second Independence wars. Such a monolithic, shortsighted and amnesic destination branding strategy neglects alternative public tourism and public diplomacy opportunities.

Design/methodology/approach

The article may improve the understanding of the links between the concepts of Public Diplomacy, nation and destination branding through an exploratory study of dark tourism amateurs experiences in Croatia, documented by pictures published on Instagram, the key digital social media for destination branding. It also outlines the history of Croatian tourism and government's efforts in promoting the overwhelming image of a sunny sea destination since the launching of the “Croatia Full Of Life” destination branding campaign in 2015. The study compares what and how dark tourism amateurs and Croatian main social media influencers publish contents destined to foreign publics.

Findings

Croatia's official PR strategies and Instagram accounts ignore the increasing interest of foreign tourists, local younger generations and artists in abandoned places and Yugoslavian and Homeland War heritage monuments. These “light dark chiaroscuro” places are nowhere to be seen on Croatia's official Instagram account. Croatian government fails to embrace some aspects of the nation identity and to take advantage of Instagram trends and niche dark tourism influencers to boost and enrich its public diplomacy and the memorialization process of the darkest aspects of its past.

Originality/value

This research suggests that international Instagram influencers as well as local photographers, artists and history amateurs promote many shades of light–dark chiaroscuro tourism approaches. Their posts tell new narratives about the past and its memorialization, far from the silence and denial promoted by Croatian official Instagram accounts. Mainstream IG Croatian lifestyle marketing influencers and institutional accounts consistently shows beaches, blue waters and bikinis strictly respecting a monolithic, shortsighted and amnesic destination branding strategy. This study shows that some destination and nation-branding strategies could hinder rather than enhance public diplomacy.

Details

Journal of Communication Management, vol. 27 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

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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