1,721,009 research outputs found
Il modello della Country Reputation. Evidenze empiriche e implicazioni strategiche per le imprese del Made in Italy nel mercato cinese
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ANALISI E STUDIO DELL’IDENTITÀ EFFETTIVA E DELL’IDENTITÀ VISIVA D’IMPRESA PER UNA CORRETTA DEFINIZIONE DEL LOGO: IL CASO DI UN CONSORZIO DI ALLEVATORI DI BOVINI DELLA CAMPANIA
No full textThe country branding process. Comparing international experiences through qualitative research.
No full textPurpose
The study examines the relevance of country branding as a marketing phenomenon in international economics. After setting the country branding issue in a historical and conceptual context, it maps out the connections between the country brand and the international politics by analysing the branding experiences achieved by countries at an international level. The study intends to refine the understanding of the country branding process by framing the most critical phases linked with the activities to be implemented by the government. This perspective will allow a strategic approach to emerge in order to achieve a clear and successful positioning constructed around the rational and emotional features of the country. Therefore, the objective of the research is to propose an interpretative and normative framework of the country brand management capable of supporting the decision-making process on the part of the local governance.
Methodology
The main contribution of this study is to propose a normative model which extends the line of research related to the country brand management. Therefore, due to the nature of the study, the qualitative research is seen as the most appropriate methodology. A content analysis will be conducted on the current worldwide experiences of country branding. This approach is supported by insights generated through the in-depth analysis of official documents disseminated on both the institutional and private web channels.
Research implications
From a theoretical point of view, the paper adds to body of knowledge by identifying the conceptual categories from which emerges the road map for the country brand strategy. Besides filling the gaps that have emerged in the literature on the country brand, the study aims to clarify the strategic path aimed at giving more insight into how a country brand strategy should be created.
Managerial implications
This study urges scholars and place managers to articulate the country brand management on the basis of a critical dimensions’ set. Moreover, it claims a closer and strategic collaboration between marketers and professionals involved in national policy-making. This condition requires the construction of a country-based branding process aimed at ensuring a unique, clear and distinctive positioning, and at highlighting meanings, myths and “memes” that refer to the country’s social and competitive identity.
Originality
Although in the literature nation branding which focuses on tourism is extensively described, the other parts of nation branding not are described as extensively (Dinnie, 2008). Export and inward investment are without any doubt the segments which contribute mostly to the competitive advantage of a nation (Anholt, 2007). Next to that, the image and reputation of a country have an impact on economic issues like exports, inward investments and tourism sector (Suh & Khan, 2003; Mainolfi, 2010; Marino & Mainolfi, 2012; De Nisco et al., 2013). Therefore, the innovative perspective of the study is related to the proposal of an integrated model capable of highlighting the role of the country branding process with reference to the global country identity. Moreover, to the best of our knowledge, this is the first study that simultaneously analyses all the most representative experiences of country branding
“Made in Italy e Country Branding: strategie di marca per il sistema Italia”, in Esperienze d’impresa
No full textThe purpose of the paper is to explore the concept of Made in Italy in the light of the latest trends in internationalization processes. From simple indication of origin to
megabrand, the Made in Italy phenomenon benefits from positive reputational capital on the part of international stakeholder, which has not yet been fully exploited. The image of Made in Italy requires the construction of a country branding process aimed
at ensuring a unique, clear and distinctive positioning, and at highlighting meanings, myths and “memes” that refer to the country’s social and competitive identity. Building
a coherent country brand system at international level requires strong coordination between the government, the economic industry, civil society, and the representatives of the mass media in country involved. Moreover, it is suggested that policy makers play a crucial role in defining sophisticated marketing strategies that are able to enhance the country reputation through country brand identity KEY WORDS country branding | country-of-origin | country reputation ! Made in Ital
Il processo di country branding per la valorizzazione del capitale reputazionale. Un caso studio sul paese Cina
No full textThe purpose of the paper is to explore the concept of country branding in the light of the latest trends in internationalization processes. From simple indication of origin to megabrand, the country brand phenomenon play a crucial role in applying sophisticated marketing strategies that are able to enhance the country reputation through country brand identity.
The research conceptualizes from an innovative perspective, the underlying dynamics of country branding processes in order to analyse its structure and system. A desk study to verify the relations existing between China, country-of-origin, and its international audiences as target, tested the model proposed. The current image of China requires the construction of a country branding process aimed at ensuring a unique, clear and distinctive positioning, and at highlighting meanings, myths and “memes” that refer to the country’s social and competitive identity
IL PROCESSO DI COUNTRY BRANDING PER LA COMPETITIVITÀ DEL SISTEMA PAESE. Una interpretazione comparativa delle esperienze internazionali
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