This paper examines the concept of nation branding, focusing on the central question of what is being branded. A nation has a brand image with or without nation branding. Nation branding and nation brand are two different concepts. It differentiates nation branding from product branding, and draws comparisons between nation b. read more read lessĪbstract: Nation branding and nation brand are two different concepts. The paper suggests that through stakeholder partnerships and the harnessing of non-traditional media, To. It identifies the stakeholders crucial to the delivery of this destination brand and examines the positioning process and the creation of its largely web-driven strategy. While this is difficult to achieve in destination marketing, it is not impossible and, having reviewed some of the key issues in brand management, the paper explores the context and creation of the New Zealand brand. Critical to the creation of a durable destination brand is the identification of the brand’s values, the translation of those into a suitably emotionally appealing personality and the targeted and efficient delivery of that message. It focuses particularly on the political processes involved in successful brand management and on the vital role of public and private sector stakeholders. Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. read more read lessĪbstract: Managing a destination brand presents many challenges, and this paper opens by briefly reviewing the destination brand management context. A model of the place brand is presented based upon the concept of a brand as a relationship with c. The paper argues that such conceptualisations seriously limit the development of place brands in general and destination brands in particular. A review of the place marketing literature suggests that the focus to date has been on brands as perceptual entities or images. These include the brand as a communicator, the brand as a perceptual entity or image, the brand as a value enhancer and the brand as a relationship. Four streams of thought are identified as regards the nature of brands. The paper begins with an analysis of the classical branding literature and a review of the emerging literature associated with the relational exchange and the network marketing paradigms. This paper develops a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations. The paper begins with an analysis of the classical branding literature and a review o. Abstract: This paper develops a conceptual model of the place brand which goes beyond the conceptualisations currently to be found in the literature and, it is argued, reflects more closely the reality faced by those who market places as destinations.
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