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Nation Branding Practices In Latin America
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Book Synopsis Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices by : Eva Niesing
Download or read book Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices written by Eva Niesing and published by diplom.de. This book was released on 2013-09-27 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.
Book Synopsis Nation Branding Practices in Latin America by : Eva Niesing
Download or read book Nation Branding Practices in Latin America written by Eva Niesing and published by GRIN Verlag. This book was released on 2013-05-16 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation ́s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries ́ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region ́s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.
Book Synopsis Branding Latin America by : Dunja Fehimovic
Download or read book Branding Latin America written by Dunja Fehimovic and published by Lexington Books. This book was released on 2018-02-15 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.
Book Synopsis Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices by : Eva Niesing
Download or read book Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices written by Eva Niesing and published by Anchor Academic Publishing (aap_verlag). This book was released on 2013-09 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.
Book Synopsis Nation-branding in Practice by : Kristin Anabel Eggeling
Download or read book Nation-branding in Practice written by Kristin Anabel Eggeling and published by Routledge. This book was released on 2020-04-29 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.
Book Synopsis Nation Branding in Modern History by : Carolin Viktorin
Download or read book Nation Branding in Modern History written by Carolin Viktorin and published by Berghahn Books. This book was released on 2018-08-24 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.
Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.
Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
Book Synopsis Branding Brazil by : Leslie L. Marsh
Download or read book Branding Brazil written by Leslie L. Marsh and published by Rutgers University Press. This book was released on 2021-05-14 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil from 2003 to 2014. A utopian impulse drove the reproduction of Brazilian cultural identity for local and global consumption; cultural production sought social and economic profits, especially greater inclusion of previously marginalized people and places. Marsh asserts that three communicative strategies from branding–promising progress, cultivating buy-in, and resolving contradictions–are the most salient and recurrent practices of nation branding during this historic period. More recent political crises can be understood partly in terms of backlash against marked social and political changes introduced during the branding period. Branding Brazil takes a multi-faceted approach, weaving media studies with politics and cinema studies to reveal that more than a marketing term or project emanating from the state, branding was a cultural phenomenon.
Book Synopsis Digital Humanities in Latin America by : Héctor Fernández L’Hoeste
Download or read book Digital Humanities in Latin America written by Héctor Fernández L’Hoeste and published by University Press of Florida. This book was released on 2023-05-02 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: A hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas As digital media and technologies transform the study of the humanities around the world, this volume provides the first hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas. These essays examine how participation and research in new media have helped configure identities and collectivities in the region. Featuring case studies from throughout Latin America, including the United States Latinx community, contributors analyze documentary films, television series, and social media to show how digital technologies create hybrid virtual spaces and facilitate connections across borders. They investigate how Latinx bloggers and online activists navigate governmental restrictions in order to connect with the global online community. These essays also incorporate perspectives of race, gender, and class that challenge the assumption that technology is a democratizing force. Digital Humanities in Latin America illuminates the cultural, political, and social implications of the ways Latinx communities engage with new technologies. In doing so, it connects digital humanities research taking place in Latin America with that of the Anglophone world. Contributors: Paul Alonso | Morgan Ames | Eduard Arriaga | Anita Say Chan | Ricardo Dominguez | Orlando Luis Pardo Lazo | Héctor Fernández L’Hoeste | Jennifer M. Lozano | Ana Lígia Silva Medeiros | Gimena del Río Riande | Juan Carlos Rodríguez | Isabel Galina Russell | Angharad Valdivia | Anastasia Valecce | Cristina Venegas A volume in the series Reframing Media, Technology, and Culture in Latin/o America, edited by Héctor Fernández L’Hoeste and Juan Carlos Rodríguez
Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2022-04-11 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.
Book Synopsis Nation Branding, Public Relations and Soft Power by : Pawel Surowiec
Download or read book Nation Branding, Public Relations and Soft Power written by Pawel Surowiec and published by Routledge. This book was released on 2016-08-05 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs. Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.
Book Synopsis How to Brand Nations, Cities and Destinations by : T. Moilanen
Download or read book How to Brand Nations, Cities and Destinations written by T. Moilanen and published by Springer. This book was released on 2008-12-14 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.
Book Synopsis Remaking the Nation by : Sarah Radcliffe
Download or read book Remaking the Nation written by Sarah Radcliffe and published by Routledge. This book was released on 2005-08-12 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Remaking the Nation presents new ways of thinking about the nation, nationalism and national identities. Drawing links between popular culture and indigenous movements, issues of 'race' and gender, and ideologies of national identity, the authors draw on their work in Latin America to illustrate their retheorisation of the politics of nationalism. This engaging exploration of contemporary politics in a postmodern, post new-world-order uncovers a map of future political organisation, a world of pluri-nations and ethnicised identities in the ever-changing struggle for democracy.
Book Synopsis Nation Brand in Oman by : Badar Alzadjali
Download or read book Nation Brand in Oman written by Badar Alzadjali and published by GRIN Verlag. This book was released on 2011-09-17 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, De Montfort University Leicester, course: Master of Science in Marketing Management, language: English, abstract: ABSTRACT Title of the dissertation: Nation Brand in Oman: Studying Stakeholders' Views On "Branding Oman'' Objectives: This thesis will be valuable in that it will identify the notion of nation branding and investigate the nation brand in Oman, studying current stakeholders' views on "Branding Oman"; more specifically, this thesis has three main goals as follows: 1) To determine the agreed relevance of "Branding Oman" for the different key stakeholders: i) Review and identify key stakeholders in "Branding Oman". ii) Review and evaluate the "Branding Oman'' sectors. iii) Identify Branding Oman challenges. 2) To find out the key stakeholders' views towards the current sectors applicable to "Branding Oman". 3) To build a successful comprehensive framework for Brand Oman. Methodology/Sample: The qualitative research approach was adopted and qualitative interviews were conducted with the "Purposeful Sample", which served to narrow the researcher's search to a more relevant sample to represent different stakeholders. Research Findings: It has been observed through the researcher's findings that the idea of having four sectors (tourism, business and investment, IT as well as education) linked to "Branding Oman" is too much and unsustainable, and will eventually result in a loss of focus and possibly prove fatal to the project. Recommendations: the researcher has drawn up a framework to help the Omani government to support nation "Branding in Oman". Keywords: Nation Branding, Country Branding, Nation Brand Managements and Stakeholder, Nation Brand Identity and Nation Brand Image, Nation Branding in Oman.
Book Synopsis The Brand and Its History by : Patricio Sáiz
Download or read book The Brand and Its History written by Patricio Sáiz and published by Routledge. This book was released on 2022-03-16 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.
Book Synopsis Gender Equality and Nation Branding in the Nordic Region by : Eirinn Larsen
Download or read book Gender Equality and Nation Branding in the Nordic Region written by Eirinn Larsen and published by Routledge. This book was released on 2021-05-25 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores how gender equality, a central part of the Nordic imaginary, is used in the political communication of Nordic states. The analyses presented move beyond conventional images and discourses of Nordic gender- and women-friendliness by critically investigating how and to what extent gender equality serves nation-branding in the Nordic region. Nation-branding is an unescapable part of globalisation, which is a market-oriented process dominated by the West and predicated on the creation of winners and losers. Hence, efforts to strengthen the national brand or reputation of specific Nordic countries with the aid of gender equality as a political and symbolic value inevitably help to reinforce already established global hierarchies where the Nordics play the role of moral superpower. This book comprises scholars from various fields of specialisation, and provides evidence and understanding for the growing interaction between gender-equality policies and nation-branding in all five Nordic countries. It does so by exploring a variety of policy fields and issues including women’s rights, foreign policy, rape and legislation, female quotas and business policies, in addition to the index industry. The rise of the global indexes has reproduced forceful images of the Nordic countries as frontrunners of gender equality, which indeed help the Nordic countries to further position themselves as ‘best at being good’. This book will be of great interest to students and scholars of Nordic gender equality in political science, sociology, law, criminology, political psychology and history, as well as those interested in nation branding, Nordic studies and exceptionalism. The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781003017134, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
