Executive Summary Branding the Nation

In Branding the Nation, Melissa Aronczyk posits nation branding as a tactical approach to a unique product, one that

Significant modifications in the cultural policies are also very noticeable in the early stages of a implementing a nation branding exercise.(Location 215 of 5811) Aronczyk concludes that the knowledge required for the process no longer comes from the national government, historical and social legacies, nor local sources but from marketing experts with knowledge in international relations and communications. This lack of knowledge, as is shown evidently, shows how the process of decision making has changed from purely governmental but rather from outside consultants.(Location 220 of

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

Such as "the first impression is what counts" or "a picture is worth a thousand words" ground the idea that we intend to make understand with the completion of this work. And is that personal brand may be a recent concept, but has come to stay, is a concept of personal development, consisting of considering yourself as a brand, we must develop it with the aim of differentiating ourselves and achieving the greatest possible success.

The rise of globalization has created a demand for consumable goods on a scale never before seen on Earth. For the first time in the history of the world, products can be sold and purchased by almost anyone, everywhere at anytime. This, coupled with the rise of “credit” purchasing throughout the industrialized world has granted buying power to even the lowest classes of the world’s population. Consumerism as it stands is not sustainable. Product Branding has the ability to place value on everything from education to cell phones. With that in mind, we find ourselves buying experiences and goods we rarely require, but are often told we need. Consequently, brand recognition may also be applied to developing countries wishing to establish a marketable identity. These countries seek to create an economic advantage through national branding that can improve loyalty as well as a sense individual belonging of its citizens.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Elliott, R. & Wattanasuwan, K. 1998, "Brands as symbolic resources for the construction of identity", International Journal of Advertising, vol. 17, no. 2, pp. 131-144.

“A brand is a bundle of values and attributes that define the value you deliver to people through the entire customer experience, and the unique way of doing business that forms the basis of your company’s relationships.” Denise Yohn’s book, What Great Brands Do, provides a framework of seven branding principles that propose to set companies apart from the competition through what Yohn refers to as a ‘brand as business’ approach in which companies fully integrate brand throughout day to day operations and decision making. As Yohn explains, “brand is not what you say you are – it’s what you do.” A minority of businesses, roughly one-third in a recent survey, consider brand values when making decisions. These seven branding principles: great brands start inside, great brands avoid selling products, great brands ignore trends, great brands don’t chase customers, great brands sweat the small stuff, great brands commit and stay committed and great brands never have to give back, will be discussed in relation to Seaside Plumbing Inc.’s current and potential branding strategy.

When people are asked, “what is a brand?,” Many things come to mind. They think brand is equivalent to a logo. Once upon a time, brands were simply a mark to tell the difference between ‘yours from mine’, but since the olden days of branding cattle and differentiating belongings, things have changed quite a bit.

There is an ever increasing number of concerns regarding on the domain of the city branding. With the development of globalization, easier and faster access to communicating and trading is provided for the world, leading to cultural, social and commercial blending. One of the results is that the lack of place identity stimulates competition between districts. To compete in the international environment, city branding was utilized to enhance the indigenous symbolic image and commercial value. This essay aims to investigate the branding strategies and their impacts on cites as well as discuss the phenomenon concerning the utilization of city branding, based on the review of the existing strategies that a city could use to promote place and analysis of a specific case of 2008 Beijing Olympic Games. Methods of literature review and case study were used in the research process, combining theories with the existing application. The essay contains three parts. Firstly, related background is shown with city branding literatures. Then, a case study demonstrates the branding strategies used and their impacts on the city. Lastly, a conclusion is drawn and critical discussion on the city branding phenomenon is delivered.

* Branding has emerged as an important strategy for governments seeking to strategically develop their

Branding is the name of the global corporate game in the 21st century (BrandedPress, 2007). In the marketing world, a brand refers to the uniqueness of a product, service or business. A concept brand is a brand associated with an abstract concept rather than a specific product, service or business. Concept branding transcends the business world. In health reform, this brand identity might include a federal government philosophy, a state government’s health policies, an academic medical center’s management strategy, or a physician association’s mission. The brand is the recognizable personality of an organization and how its constituents and society perceive it (Chinomona, 2013; Medinnovation and Health Reform, 2011). Additionally, advertising and branding are strategies that organizations engage to assist in achieving marketing goals. Branding includes simple rudiments such as naming, identity, look, feel, and the fulfillment of a brand promise (Fellows, 2013; Ha & Perks, 2005).

Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing, 46(7/8), 1048-1063.

After looking back at all the presentations done in the tutorials of International Marketing, I picked up a few topics to reflect in this essay. The first presentation was regarding consumer affinity and covers three parts, which is the definition of consumer affinity, group of consumers that may have consumer affinity towards buying products made in foreign country and the causes of consumer affinity. The presenter explained that people who develop affinity towards a foreign country might do so because they identify with the country’s culture, they find it attractive, or they find that their identification with the country contributes to their social identity (Wongtada, Rice & Bandyopadhyay 2012). The presenter then explained the possible

Understanding the relation between country image and consumer brand equity is very important for many reasons, first the spread of globalization and the increase of international businesses which facilitate the transfer of the products from one country to consumers in other countries. Second, firms in developed countries start to shift the production lines to other countries to benefit from the cheap labor and low transportation cost. Finally firms sell their products in other countries for strategic reasons economy of scale. Putting into consideration the importance of brand equity as an asset for firm and also it is a source of competitive advantage a firm can rely on in marketing its products, So it is important for the marketers to understand the relationship between country image and brand equity before changing the production to other countries. (Pappu, Quester, Cooksey, 2007).