Nation Marketing to be fully able to exist, it must be constantly communicated to targeted audiences. Nowadays, in the era of globalization countries, nations regions and cities compete for a limited amount of resources. All of them want to gain foreign investment, participation in lucrative business enterprises or obtain funds coming from the visitors and tourists. In this case nation can win with the most visible and well remembered, the most powerful, attractive, respected and well-established reputation. However, traditional methods of Nation Marketing to create the image of the great actors (states or nations) do not always fully pass the exam. Nation Marketing is based on the philosophy of discovering and recording the existing value of the country, but also the creation of the new one , primarily through mining potential of the people residing there. This process operates at a higher level of generalization often takes the perspective of the macro scale. These objectives usually take the form of promotional campaigns organized by both government agencies and the private sector as the business community. They are held under the strong and expressive slogans guiding e.g.: "Scotland - The Brand", "Support British Industry," "Buy Greek - You Win", "Flanders - Europe's Best Business Location", "Think Canadian", "Czech Invest" "Spain - Everything Under the Sun" . This sort of campaigns and guiding slogans in those terms are typical activities in the area of Nation Marketing. In addition, they are supported national symbols: Big Ben, Eiffel Tower, Statue of Liberty, Red Square and often events strongly identifying a place: Oktoberfest in Munich, the carnival in Rio, in the Wimbledon tennis tournament, the Edinburgh festival, Carnival of Venice, etc. Many of actions connected with Nation Marketing have the support of governments and local authorities. Success in this area has their positive effects: they stimulates ambition, gives a sense of pride in belonging to the national community and, finally, self-confidence - removable result in material benefits. And most importantly - the beneficiaries of these achievements are ordinary people, citizens of the country and the nation - the brand. ">http://www.internetstandard.pl/artykuly/317000/Marketing.marki.narodowej.html">Nation Marketing to be fully able to exist, it must be constantly communicated to targeted audiences. Nowadays, in the era of globalization countries, nations regions and cities compete for a limited amount of resources. All of them want to gain foreign investment, participation in lucrative business enterprises or obtain funds coming from the visitors and tourists. In this case nation can win with the most visible and well remembered, the most powerful, attractive, respected and well-established reputation. However, traditional methods of Nation Marketing to create the image of the great actors (states or nations) do not always fully pass the exam. Nation Marketing is based on the philosophy of discovering and recording the existing value of the country, but also the creation of the new one , primarily through mining potential of the people residing there. This process operates at a higher level of generalization often takes the perspective of the macro scale. These objectives usually take the form of promotional campaigns organized by both government agencies and the private sector as the business community. They are held under the strong and expressive slogans guiding e.g.: "Scotland - The Brand", "Support British Industry," "Buy Greek - You Win", "Flanders - Europe's Best Business Location", "Think Canadian", "Czech Invest" "Spain - Everything Under the Sun" . This sort of campaigns and guiding slogans in those terms are typical activities in the area of Nation Marketing. In addition, they are supported national symbols: Big Ben, Eiffel Tower, Statue of Liberty, Red Square and often events strongly identifying a place: Oktoberfest in Munich, the carnival in Rio, in the Wimbledon tennis tournament, the Edinburgh festival, Carnival of Venice, etc. Many of actions connected with Nation Marketing have the support of governments and local authorities. Success in this area has their positive effects: they stimulates ambition, gives a sense of pride in belonging to the national community and, finally, self-confidence - removable result in material benefits. And most importantly - the beneficiaries of these achievements are ordinary people, citizens of the country and the nation - the brand. http://www.internetstandard.pl/artykuly/317000/Marketing.marki.narodowej.html
Related Articles -
Talent Strategies, Talent attraction strategies, Attraction of Talent, Place Brand, Nation Brand,
|