Nation Branding Practices In Latin America

Author : Eva Niesing
Publisher : GRIN Verlag
ISBN 13 : 3656429464
Total Pages : 187 pages
Book Rating : 4.63/5 ( download)

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Download or read book Nation Branding Practices in Latin America written by Eva Niesing and published by GRIN Verlag. This book was released on 2013-05-16 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation ́s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries ́ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region ́s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Author : Eva Niesing
Publisher : diplom.de
ISBN 13 : 3954896427
Total Pages : 194 pages
Book Rating : 4.24/5 ( download)

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Download or read book Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices written by Eva Niesing and published by diplom.de. This book was released on 2013-09-27 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Author : Dunja Fehimovic
Publisher : Lexington Books
ISBN 13 : 1498568289
Total Pages : 247 pages
Book Rating : 4.89/5 ( download)

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Download or read book Branding Latin America written by Dunja Fehimovic and published by Lexington Books. This book was released on 2018-02-15 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

Author : Eva Niesing
Publisher : Anchor Academic Publishing (aap_verlag)
ISBN 13 : 3954891425
Total Pages : 193 pages
Book Rating : 4.29/5 ( download)

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Download or read book Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices written by Eva Niesing and published by Anchor Academic Publishing (aap_verlag). This book was released on 2013-09 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Author : Kristin Anabel Eggeling
Publisher : Routledge
ISBN 13 : 1000067904
Total Pages : 228 pages
Book Rating : 4.03/5 ( download)

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Download or read book Nation-branding in Practice written by Kristin Anabel Eggeling and published by Routledge. This book was released on 2020-04-29 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.

Author : Carolin Viktorin
Publisher : Berghahn Books
ISBN 13 : 1785339249
Total Pages : 300 pages
Book Rating : 4.40/5 ( download)

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Download or read book Nation Branding in Modern History written by Carolin Viktorin and published by Berghahn Books. This book was released on 2018-08-24 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Author : Keith Dinnie
Publisher : Routledge
ISBN 13 : 1317681940
Total Pages : 259 pages
Book Rating : 4.46/5 ( download)

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Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Author : Lina Maria Echeverri
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.50/5 ( download)

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Download or read book Country Branding written by Lina Maria Echeverri and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies and Experiences in the Construction of Nation Brand in South America. The construction of country brands in South America is in the introductory stage. These countries have created territory brands with budgetary restrictions with the objective to project an integrative and positive image in the international markets. The development of a country brand to increase the export incomes, attract investors and encourage tourism is a very far strategy for South American countries. Many countries made qualified efforts to improve their reputation. Reputation originated by not planned positioning, interests and opinions of opinion leaders, political and economic stability or instability and productive transformations. This paper intends to show the results of an exploratory and casuistic study of the experiences and perceptions of brand countries in South America. The hypothesis of the study is that the brand country construction of South American countries is in the introductory stage and that there is no consistency between the results and their growing strategies for the development of their nation brands. From this study is possible to conclude that the design of a nation brand strategy in South America is linked to the touristic promotion of a country and it is not enough assertive to capitalize its reputation in the international markets.

Author : Keith Dinnie
Publisher : Routledge
ISBN 13 : 1136377360
Total Pages : 261 pages
Book Rating : 4.65/5 ( download)

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Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Author : Justin D. Wartell
Publisher :
ISBN 13 :
Total Pages : 110 pages
Book Rating : 4.04/5 ( download)

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Download or read book American Technology Brands in Latin America written by Justin D. Wartell and published by . This book was released on 2006 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt: