The globalization, describing the process of the increasing linkage between countries
due to modernization, is the formative phenomena at the present. Whereas for the
consumer this development leads to an enlarged range of products and services to
choose from, for the supplier this means an increased competition. Companies have
to install subsidiaries all over the world, in order to participate in this globalized
competition. But not only companies face this strongly competitive structure, nations
also deal with this problem. They have to find right answers for questions like: “Why
should a company invest in our country?”, “Why should a tourist visit our country?” or
“Why should someone want to live in our country?” (Association for Place Branding
and & Public Democracy 2007a, date of retrieval: 06.06.2008). A significant answer
to these questions can be provided by the image of the nation, since every nation
has its perception, history and culture, being responsible for the formation of an
image. According to this image, people have associations about a nation, which
influence them in their decision making process. These associations might not
always be positive, especially in times when the image is for example incorrect or
outdated (Anholt 2006a: 98). Then the image is no longer able to support the nation’s
economical, political or developmental goals.
In order to avoid this, nations have to find new ways to promote themselves, and to
attract the attention of people, might they be tourists, high potentials or investors.
One of these new ways is National Branding. A concept, that already proved its
positive effect on products by increasing the sales volume and the customer
retention, seems to be the right idea for nations to face this challenge.
The following paper deals with the difficulty of adopting the concept of branding for
the national level, and thus to attract the nation’s target group and to mark a decisive
advantage over other nations. The approach is based on a theoretical and practical
chapter about National Branding, and closing up with a possible future development
and a conclusion.
Table of Contents
- 1. Introduction
- 2. Theoretical Approach
- 2.1. Definition of National Branding
- 2.2. The Nation Brand Hexagon
- 2.3. The Nation Brand Architecture
- 2.4. The Process of Creating a National Brand
- 2.5. Concept Critics
- 3. National Branding in Practice
- 3.1. Brand Germany
- 3.2. The Benefit of a National Brand
- 3.3. The Nation Brand Index
- 4. Possible Future Development and Conclusion
Objectives and Key Themes
This seminar paper explores the concept of national branding, examining its theoretical underpinnings and practical applications. It aims to provide a comprehensive overview of the subject, analyzing the key components involved in building and maintaining a strong national brand image. The paper focuses on the German case study to illustrate practical application.
- Definition and theoretical frameworks of national branding.
- The process of creating and managing a national brand.
- Case study analysis of Brand Germany.
- Benefits and challenges of national branding.
- The role of national brand indices in evaluating brand performance.
Chapter Summaries
1. Introduction: This introductory chapter lays the groundwork for the subsequent analysis of national branding. It likely provides a brief overview of the topic's significance and importance in the context of global economics and international relations, setting the stage for a deeper dive into the theoretical and practical aspects of national branding in the following chapters. It would introduce the key questions that will be addressed in the paper.
2. Theoretical Approach: This chapter delves into the theoretical foundations of national branding. It defines national branding, exploring various conceptual models such as the Nation Brand Hexagon and Nation Brand Architecture. It examines the process involved in creating a national brand, potentially discussing elements like image building, strategy development, and stakeholder management. Critical perspectives on the concept of national branding are likely also discussed. This chapter serves as the crucial theoretical basis for understanding the practical examples analyzed later.
3. National Branding in Practice: This chapter applies the theoretical framework established in the previous chapter to real-world examples. It likely features a detailed case study of "Brand Germany," analyzing the strategies and approaches employed to cultivate a positive national brand image. The chapter will discuss the benefits derived from a strong national brand, including potential economic advantages. It also probably analyzes the Nation Brand Index, a metric for measuring the success of national branding initiatives.
Keywords
National branding, Brand Germany, Nation Brand Index, nation brand architecture, image building, economic geography, international competitiveness.
Frequently Asked Questions: A Comprehensive Language Preview on National Branding
What is the purpose of this document?
This document provides a comprehensive preview of a paper exploring the concept of national branding. It includes a table of contents, objectives, key themes, chapter summaries, and keywords. The preview aims to give the reader a clear understanding of the paper's scope and content.
What topics are covered in the paper?
The paper covers the theoretical foundations and practical applications of national branding. It delves into definitions, conceptual models (like the Nation Brand Hexagon and Nation Brand Architecture), the process of creating and managing a national brand, and a case study focusing on "Brand Germany." The role of national brand indices in evaluating brand performance is also examined.
What is the theoretical approach of the paper?
The paper explores various theoretical frameworks to define and understand national branding. It analyzes the process involved in creating a national brand, including image building, strategy development, and stakeholder management. Critical perspectives on the concept are also considered.
What is the focus of the case study?
The primary case study analyzes "Brand Germany," examining the strategies and approaches used to build a positive national brand image. The analysis explores the benefits derived from a strong national brand, including potential economic advantages.
What are the key benefits and challenges of national branding discussed in the paper?
The paper likely discusses the potential economic advantages and other benefits of a strong national brand. Challenges related to building and maintaining a national brand image are also likely addressed, although specifics aren't detailed in this preview.
What role does the Nation Brand Index play in the paper?
The Nation Brand Index is used as a metric to evaluate the success of national branding initiatives. The paper likely analyzes how this index measures and reflects the effectiveness of national branding strategies.
What are the key chapters and their contents?
The paper includes an introduction, a chapter on the theoretical approach to national branding, a chapter on national branding in practice (with a focus on Brand Germany), and a concluding chapter discussing future developments. Each chapter summary provides a brief overview of its content.
What are the keywords associated with this paper?
The keywords include: National branding, Brand Germany, Nation Brand Index, nation brand architecture, image building, economic geography, and international competitiveness.
Who is the intended audience for this document?
The intended audience is likely academic researchers and students interested in national branding, economics, and international relations. The document provides a structured overview suitable for academic use and analysis.
- Citation du texte
- Jurica Kis (Auteur), 2008, National Branding, Munich, GRIN Verlag, https://www.grin.com/document/118510
