| Tittel: | Nation branding: beyond a cosmetic symbol | | Ansvar: | Patricio T. Murphy | | Forfatter: | Murphy, Patricio T.  | | Materialtype: | Artikkel - elektronisk | | Signatur: | WIPO Magazine | | Utgitt: | Geneva : WIPO, 2022 | | Omfang: | S. 43-48 | | ISBN/ISSN: | 1564-7854 | | Serie: | WIPO Magazine ; 3/2022 | | Emneord: | Markedsføring / Relasjoner | | Note: | Open access (CC BY 4.0) | | Innhold: | At first sight, the idea of “branding” a country or nation branding, may seem straightforward. Nation branding generally refers to a country’s strategy to convey a particular image of itself beyond its borders to achieve certain beneficial goals. The notion is associated with the existence of a “great global market” where countries, cities and regions compete with each other to attract the largest number of tourists, investors, consumers, students, events and so on.
However, “branding” a country is no simple task. First, a country’s image far exceeds the elements highlighted in a national branding campaign, such as its creative design, the landscapes or the products or services featured. What is communicated – consciously or unconsciously – is as important as the target audiences’ broader perceptions of a country. How these perceptions are formed is far beyond the branding strategist’s control.
Second, the way a country is assessed transcends its economic or commercial attractiveness. It also involves factors, such as what the country is doing to improve the quality of life of its citizens and how it contributes to the welfare of humanity beyond its borders. | | Del av verk: | WIPO Magazine 3/2022 |
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