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Country Brand Strategy I by Joshua Smitth
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Country Brand Strategy I |
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Business,Travel & Tourism
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Country Brand Strategy in order to attract tourists, talents or investment. The development of countries’ brands is essential for them for several reasons. It would allow a certain number of countries that really need to attract foreign currency reserves into their economy to do so. The image they try to convey is therefore a key element to their development. A good Country Brand Strategy is a strategy that will emphasize the country’s strengths and advertise about the main features and services a given country has to offer. It will actually deliver an added value to the products and services a country has to offer. Countries must develop a Country Brand Strategy in relation with what they want to promote and the image they try to convey overseas. When developing this strategy, one country cannot focus on tourism and investment attraction at the same time, as the messages communicated for each aspect are completely different from one another. Countries must build a strategy for one part tourist attraction and on the other part, on foreign investment attractions as their public and, in a way, potential “clients” are not interested with the same features of the country when making decisions to invest in a specific place, or go in holidays to that place. For example, a country with great coastline will promote beaches, bays and water sports for tourists, but potential investors would not care about these features. These investors would be more interested in knowing the fiscal incentives of the country, the ease to do business etc… Developing a good Country Brand Strategy is becoming more and more essential around the world as the competition is growing with new countries constantly looking forward to attracting new investments and tourists. ">Country branding is a concept of marketing and communication used by countries in order to increase their reputation and image through different aspects like its culture, products, experiences, business environment, incentives etc. … It is very important for countries to adopt a good and relevant Country Brand Strategy in order to attract tourists, talents or investment. The development of countries’ brands is essential for them for several reasons. It would allow a certain number of countries that really need to attract foreign currency reserves into their economy to do so. The image they try to convey is therefore a key element to their development. A good Country Brand Strategy is a strategy that will emphasize the country’s strengths and advertise about the main features and services a given country has to offer. It will actually deliver an added value to the products and services a country has to offer. Countries must develop a Country Brand Strategy in relation with what they want to promote and the image they try to convey overseas. When developing this strategy, one country cannot focus on tourism and investment attraction at the same time, as the messages communicated for each aspect are completely different from one another. Countries must build a strategy for one part tourist attraction and on the other part, on foreign investment attractions as their public and, in a way, potential “clients” are not interested with the same features of the country when making decisions to invest in a specific place, or go in holidays to that place. For example, a country with great coastline will promote beaches, bays and water sports for tourists, but potential investors would not care about these features. These investors would be more interested in knowing the fiscal incentives of the country, the ease to do business etc… Developing a good Country Brand Strategy is becoming more and more essential around the world as the competition is growing with new countries constantly looking forward to attracting new investments and tourists.
Related Articles -
Country Branding, Country Brand, Country Brand Strategy,
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