Nation branding is the use of brand-building mechanisms to analyze and development Nation Brand, which is the reputation and image of a country. In addition to political influence, countries gain a cultural and above all – Economic influence: by attracting tourists and investors. While in the past, some countries such as the United States, take deliberate action aimed at foreign societies , today the "advanced" build your own image for a country is an indicator of proper understanding of nation branding. We all know that Belgian chocolates are the best, and Swiss watches are never late. That current belief about matters so obvious, is a result of the early development of a Nation Brand. This type of specialization, in terms of marketing is called the unique selling proposition and allows countries to benefit from the demand for their national goods, and the production of those goods. Countries are increasingly aware that the brand has its measurable value. The ability to shape brand is the opportunity to get richer. So, how do you measure the value of a Nation Brand? The most reliable source is the ranking Nation Brand Index, conducted by global nation branding guru - Simon Anholt and research firm Global Market Insite (GMI). Every three months, consumers in 35 countries of the world evaluate various aspects of the image of the country. The questions are divided into six categories: tourism, exports, governance, people, culture and heritage, and investment and immigration. More and more governments decide to employ specialists to create the image of the country. Employers, demanding quick results, however, they forget that building a Nation Brand is a process that requires time (and financial resources). Although the development of the Internet has accelerated it a bit, still the most enduring, the most valuable brands, take its power generally from history and tradition. Magdalena Górnicka, Nation branding: panstwa jak Pepsi czy Coca-Cola, www.psz.pl, 02.04.2010, online: http://www.psz.pl/tekst-29488/Nation-branding-panstwa-jak-Pepsi-czy-Coca-Cola, Access: 17.04.2013
Related Articles -
FDI Strategy, Foreign Direct Investment Strategy, Nation Brand, Impact of Foreign Direct Investment, City Branding,
|