Nation branding as an emerging field – An institutionalist perspective

Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

doi:10.1057/s41254-016-0018-6

Cited by 13 publications

(9 citation statements)

References 45 publications

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“…Several studies have shown that in the last twenty years, nation branding has evolved into a communication strategy aimed at foreign publics because these publics are the ones who will then have a particular image of the country (Merkelsen & Rasmussen, 2016). teams, political events, depictions of the state in film, television, or other media, the quality of products originating in that country, and the development of new media will also affect a lot how national identity is formed in its citizens, and will undoubtedly affect how foreign citizens perceive the country (Ershov, 2015), juga the behavior of individuals associated with a particular country, and so on.…”

Section: Destination Branding Is a Definition Statedmentioning

confidence: 99%

Nation brand image and trust level of foreign citizens

Damayanti

Dida

Hidayat

et al. 2022

prh

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The state is an organization with a power structure and the population as members of the state. The state itself is an entity that interacts with other entities that can consist of other countries and their inhabitants, rules, and products. Because of this, a country needs an identity that can distinguish the country from other countries. The identity of a country is not the same as the identity of a product because a country is bound by history and images attached to foreign citizens’ minds. This inherent image is usually used to form a nation’s brand image. This study aims to discover how Malaysia’s nation brand image contributes to the trust of foreign nationals visiting their country by using a constructivist qualitative approach as a research method. It turns out that the results of the study show that the most powerful thing in determining Malaysia’s brand image is not tourism promotion. As a country with an image of different cultures, Malaysia will use this potential to visualize its tourism promotion to keep those images stronger. However, the experience of Indonesian citizens in interacting with the Malaysian state, with infrastructure, state norms, and citizens, is a determinant of how Indonesian citizens perceive Malaysia. What is inherent in the results of the experience of interacting in Malaysia is what Indonesian citizens will convey to others. Therefore, a comprehensive strategy is needed to build a national brand image of Malaysia because what sticks in mind as an image of Malaysia in foreign nationals will show their trust in the country.

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Section: Destination Branding Is a Definition Statedmentioning

confidence: 99%

Nation brand image and trust level of foreign citizens

Damayanti

Dida

Hidayat

et al. 2022

prh

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“…China's soft-power work and brand promotion is not unusual in the world; several studies have focused on place branding in recent years (Anholt, 2002;Gertner, 2011;Kavaratzis and Hatch, 2013;Wu, 2016). Nation branding has been conceptualised as key to cultural and political diplomacy (He et al, 2020;Hurn, 2016) and the branding of places and nations is now a specific discipline (Wu, 2016) covering the construction and reconstruction of regional identity (Jones et al, 2009), with the usual aim of targeting foreign stakeholders for tourism and marketing purposes (Merkelsen and Rasmussen, 2016;Hassan and Mahrous, 2019). Politically, nation-branding campaigns use marketing techniques to project the brand equity of a nation (Hurn, 2016) and build positive meanings and associations (Anholt, 2010), but message consistency is often difficult to achieve due to the multidimensional nature of places and stakeholders (Gross et al, 2009;Kemp et al, 2012).…”

Section: From External Propaganda To Branding Chinamentioning

confidence: 99%

Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”

Rees

Thomas

et al. 2021

bjocs

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Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written about its reception by overseas audiences. Accordingly, this article draws on focus-group data and employs Tu Wei-ming’s “cultural China” framework in exploring how the Chinese Dream is received and interpreted in the United Kingdom. This article contributes to understandings of nation branding by recognising how Chinese diaspora communities and British intellectual and professional elites engage with and promote brand values. It argues that the socio-cultural aspect of branding is important for China’s identity and that using the Chinese Dream as a branding narrative is successful when it focuses on cultural and economic messaging but divides opinion when political ideology is used. Image © Yan Wu

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“…Branding strategies for product, nation, region, country, and city are extensively discussed in the literature (e.g., Zeineddine and Nicolescu, 2018;Sasikumar, 2017;Ranasinghe, Thaichon, and Ranasinghe, 2017;Kaneti and Assis, 2016;Katja, 2016;Merkelsen and Rasmussen, 2016;Gobe, 2010;Power, 2018;de Jong et al, 2018;Chan and Marafa, 2017;Crewe and Martin, 2017;Hultman, Yeboah-Banin, and Formaniuk, 2016).In reference to marketable products, for instance, de Chernatony, McDonald, and Wallace (2011) defined a brand as a cluster of functional and emotional values that enable firms to promise customers a unique and welcomed experience. Rooney (1995) asserted that branding is a marketing strategy that could be used with success and effectiveness.…”

Section: Brandingmentioning

confidence: 99%

Branding Entrepreneurial Start up Disruptive Innovation Ventures

Alsaaty¹,

Sawyer²

2019

JSBED

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The purpose of this paper is to develop a theoretical framework and evaluation strategy for branding entrepreneurial startup disruptive innovation ventures. The theory of disruptive innovation stipulates that innovative startup ventures develop new business models, create new markets, or introduce innovative, lowcost products. Branding is a business strategy to capture the attention and interest of a population segment for a product, place, corporation, or new venture to achieve desired goals. Venture branding will enable entrepreneurs to entice investors, secure funding, and attain venture growth. The paper begins with brief discussions of relevant prior research in the areas of entrepreneurship, branding in general and the relationship between venture branding and venture capital formation, that is, the critical need for effective brand strategies in all startup ventures. Discussions of research on disruptive innovation and venture capital funding follow. The paper concludes with a theoretical framework and guide for evaluating successful disruptive startup brand strategies.

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Nation branding as an emerging field – An institutionalist perspective

Cited by 13 publications

References 45 publications

Nation brand image and trust level of foreign citizens

Nation brand image and trust level of foreign citizens

Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”

Branding Entrepreneurial Start up Disruptive Innovation Ventures

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