Executive Summary Branding the Nation

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Executive Summary:

Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number 1.2005 p. 4-13

The author:
The paper is written by Ying Fan a senior lecturer at Brunel Business School, Brunel University in London. Dr Fan has held faculty positions at the universities of Lincoln, Hertfordshire and Durham. His research interests surround branding and marketing communications, and cross-cultural management issues.

Topic:
Branding the nation: What is being branded? The major topic of the paper is what nation branding is and what the purpose of nation branding is.

Research question :
What is being branded?
Is a nation brand a separate entity, or an element in the product brand?
What is the
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The author points out that a nation is not a product in the conventional sense . The Nation itself can hardly be changed, the benefits are purely emotional, the Image is complicated and the ownership is unclear. A nation brand is not centered on any specific product, service or cause that can be promoted directly to the customer. But Nation branding concerns a countries whole image, covering political, economic, historical and cultural dimensions. A Nation has not one but multiple images. What image is retrieved depends on the audience , the context and the time. The author finds out that negative national image does not necessarily affect the purchase of products made by that country, by giving the example of Japan and China. The author tries to find out the direction of the correlation between countries that have produced strong brands and those that are strong brands themselves . Nation branding must be distinctive and help the country to position itself against competitors . A difficulty is that an international

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