Creating a competitive advantage for small nations through branding

Masterarbeit , 2011 , 50 Seiten , Note: A

BWL - Offline-Marketing und Online-Marketing

This study addresses the research question; to what extent can nation branding create a competitive advantage for small nations? The concept of nation branding had its origins in the post-Cold War realities of a global neo-liberal economy, occurring as a spin-off from commercial brand management practices. For a small nation, the pressures of risk entailed in foreign exchange and trade transactions, cultural and political vulnerabilities are beyond the capacity of many to control, therefore nation branding which is promoted as giving a competitive advantage to nations, is an attractive consideration.
This study examines and discusses the practice and study of nation branding and the possibility of imposing strategic management framework upon what had been largely a marketing-communications led concept. From the literature the characteristics of ineffective nation branding and the ethical considerations entailed in addressing a nation as a ‘product’ are reviewed. Implications for the stakeholders – the citizens and residents of a nation, and policymakers seeking a competitive advantage for their small nation are also reviewed. Cases of intentional small nation branding in Eastern Europe and New Zealand are compared to a case on Finland, where competitive advantage was achieved, but not through deliberate branding processes.
The study proposes that reputational capital, based on realistic propositions, rather than imagery be used as a measure for development of any small nation brand. This would be created through establishing large-scale industry clusters, facilitated by social media as a networking tool for firms within the cluster. These clusters would therefore interact with the public and private sectors as well as society at large and form the units of a nation brand. Clusters serve to attract investment, technology, resources and talent and by operating in a collaborative effort towards a common strategic imperative. Competitive advantage is achieved through a set of differentiating propositions rather than singular themes relating to one overarching brand idea. This study contributes a factored framework, integrating extant models from the literature, based on creating reputational capital through development and management of clusters as units of the small nation brand and concludes with suggestions of future research.

Inhaltsverzeichnis (Table of Contents)

• 1.0 Introduction
• 1.1 Limitations of Study
• 1.2 Definitions used in Study and Practice
• 1.2.1 Small Nation
• 2.0 Literature Review
• 2.1 The rise of nation branding and its definition
• 2.2 Difficulties & Ethics of Nation Branding
• 2.3 Difference between product and nation branding processes
• 2.4 Competitive Advantage through creation of Reputational Capital
• 2.4.1 Competitive Advantage in Context of Small Nations
• 2.5 Select Case Studies of Small Nation Branding
• 2.5.1 Eastern Europe - Repositioning in a post-Soviet reality
• 2.5.2 New Zealand – When a successful destination brand becomes the ‘umbrella’ nation brand
• 2.6 Review of Nation Branding Conceptual Models
• 2.6.1 Communications Models
• 2.6.2 Brand Perspective Models
• 2.6.3 Nation Brand Hierarchical Models
• 3.0 Discussion
• 3.1 The role of social media in facilitating stakeholder involvement and nation brand development
• 3.2 Industry cluster brands operating under the nation brand umbrella
• 3.5 Proposed model for further practice and study of nation branding
• 4.0 Concluding Remarks

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation investigates the potential of nation branding to enhance the competitive advantage of small nations. The research delves into the concept's evolution, its application, and the challenges it presents. It examines the efficacy of nation branding as a tool for creating a positive image and attracting foreign investment, tourism, and talent.

• The emergence and definition of nation branding
• Challenges and ethical considerations in nation branding
• The role of reputational capital in achieving competitive advantage
• The importance of industry clusters in nation branding
• The application of social media in nation branding

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the concept of nation branding and its application in the context of small nations. It outlines the study's scope and limitations, providing definitions for key terms. Chapter two delves into the literature review, exploring the origins, definition, and challenges of nation branding. It examines ethical considerations, the difference between product and nation branding, and the role of reputational capital. Case studies on Estonia, New Zealand, and Finland are presented to illustrate the practice of nation branding and its impact. The chapter concludes with a review of existing nation branding conceptual models.

The third chapter discusses the role of social media in facilitating stakeholder involvement and nation brand development. It also explores the concept of industry clusters as units of a nation brand, emphasizing their contribution to reputational capital and competitive advantage. This chapter proposes a comprehensive framework integrating elements from existing models, outlining six degrees of nation branding practice.

Schlüsselwörter (Keywords)

This dissertation focuses on the key concepts of nation branding, reputational capital, industry clusters, social media, and small nations. It examines the intersection of these elements in the context of creating a competitive advantage for small nations in the global marketplace.

• Hochschule: University of Auckland
• Note: A
• Autor: Tom Warden (Autor:in)
• Erscheinungsjahr: 2011
• Seiten: 50
• Katalognummer: V273227
• ISBN (eBook): 9783656654827
• ISBN (Buch): 9783656654780
• Sprache: Englisch
• Schlagworte: creating