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The construction of nation brands by Joshua Smitth
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The construction of nation brands |
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Business,Travel & Tourism
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Some Nation brand > are so powerful that their brand association is infiltrated in everyday life. “Made in Italy” has a certain unwritten guarantee for quality, whereas “made in China” means low cost, and possibly, lower quality. A holiday in Thailand means exotic beach and relaxation, while a holiday in Switzerland associates with skiing to a lot of audiences. Some Nation brand > have higher top of mind awareness than others. When one think of a wine appreciation holiday, they probably are more likely to think of France before the United Kingdom, even though there are also a few vineyards in England. For a safari holiday, Kenya will probably be pop up before Morocco, even though both countries are in Africa. Building a Nation brand > is a long and complicated process. Moreover, as illustrated in previous examples, a successful nation brand can bring a halo effect to a country. Dubai in the United Arab Emirates is a good example of successfully rejuvenating their nation brand. Before the 2000s, United Arab Emirates were mainly associated with petroleum and desert. Then about 20 years ago, cutting edge architectures began to be constructed in Dubai. Today, Dubai became the pearl of Middle East and a symbol of modernity. Thousands of tourists were attracted every year to see the new, unique buildings in Dubai and experience a luxurious holiday. Some other more straightforward way to boost a Nation brand > can be done by organization of international events. Such strategies have been seen particularly among developing countries. Through organizing the Olympic Games and World Expo, China aimed at demonstrating the ability an power of the country to be seen equal as the developed countries. Brazil is going to organize the Olympic Games and World Cup consecutively, exploding their energetic and sportive spirit to the world. Improving Nation brand > image has long-lasting and all-rounded effects to the development of a country and hence deserve special attention.
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