Fan, Ying : Branding the Nation: What Is Being Branded?

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

To get back to the point, it’s important to think of branding as the DNA of your organization, and consider what people will say about you when you aren’t in the room. This is why branding also trickles its way down to the small things like how you present yourself at events, how you talk to people, and how you conduct business away from the

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

Branding the Nation by Melissa Aronczyk is a book which depicts the business of branding nations often done by governments through their diverse marketing strategies. Currently, governments are turning to marketing experts and advisors to help them in defining and marketing their jurisdiction. Public relations advisors, communication experts, and branding experts are consulted to enhance the image of a country for the sake of better international relations. This practice which started in the late 1990s has grown in popularity in many countries both developed and developing adopting the practice.(Location 535 of 5811) In Melissa Aronczyk’s book, the author examines the political, economic and social dimensions that have led to the legitimization

An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.

Furthermore, very few studies have been conducted on measuring the different impacts of the WH brand on tourism. Therefore, the academics urge the need of enhancing the research in these points (king, 2011; Silvanto & Ryan, 2009; Hall and Piggin, 2002; Tisdell and Wilson 2002). In particular, Huang et al. (2012) and Yang et al. (2010) lament that most of these studies are delimited to one single site. Critically, some of the conducted studies have received a criticism based on a flaw in their methodologies (Cellini, 2011; King, 2011). To conclude, the research finds a huge gap on these subjects, and objectively aims at adding a

The book I choose focuses on branding, and often makes connections with the anti globalisation movement. This book is divided into four sections: No Space, No Choice, No Jobs and No Logo. The first three sections deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back.

reputation of a country. Essential Costa Rica is the country’s brand; it tries to “sell”

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

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

Basically, branding is a philosophical expression of the human condition. It is about belonging/attachment. Belonging to a tribe, to a religion, to a family and to a product. The Branding establishes a sense of attachment. It has this function for both the people who are part of the same group and also for the people who don’t belong. The origins of branding are basically related to the nature of the human condition. A tribe is a brand—religion is a brand. When it shows itself in a modern, fashionable form, you are expected statingbranding that began in the 19th century. It was basically affiliation with fast-moving consumer goods. But that is a distortion of what branding is. That type of branding is a manifestation of differentiation. It’s a differentiation of onefast-moving consumer product from another. Brands are a direct consequence of the strategy of market segmentation and differentiation.

Everywhere a person looks they see brand logos. Nobody can go one day without seeing a logo such as Nike or Under Armour. Big name companies have their logos appear on billboards and commercials all over the world. The movie No Logos displays how companies get people to notice their brand in every part of the world. In order for one to better understand globalization and work and the economy, one could view No Logos to see examples of how companies get their name internationalized and how big name companies affect workers.

Nation Brands: Nation Brands studies six verticals to determine the overall brand power of a specific country.

Then, the construct of brand image can be understood as the associations, external target groups have in their minds about brands. These associations can be further divided into those concerning the functional attributes of a brand and those concerning the symbolic attributes of a brand (Burmann 2008). Referable to the importance of brand images for the behavior of various target groups, considerable attention has been paid to factors that possibly influence brand images.

“From humble beginnings, Sunseeker have evolved from being a brand, to a global icon. Producing the finest motoryachts the world has ever seen” (Sunseeker, 2015). From this statement found plastered on Sunseeker’s home page it is clear to see the position the brand wishes to occupy in the mind of consumers. While they provide a function in the form of transport and accommodation, their brand is evidently a symbol of luxury and the epitome of the lavish lifestyle. At the centre of this position is the British heritage of yacht building, universally acknowledged as among the finest in the world. Sunseeker has enjoyed a positive Country of Origin (COO) effect for decades. However since 2013 when 91.8% of the company was acquired by Dalian Wanda Group, a Chinese conglomerate, the brand identity and equity is at risk from poor COO associations related to the Chinese ownership. This essay will explore, through the use of academic models and literature as well as carefully selected aspects from Sunseeker’s situation, the possible effects on brand equity as a result of the acquisition. The main areas of discussion are; whether COO effect plays a significant role in brand equity, the methods used by Sunseeker to control the COO effect and their degrees of success and finally whether the same issues apply in Asia and