National branding strategy and its effects on business and tourism

Abstract

Branding is the process through which a products’ or a services’ brand image is changed or is being developed. Over time, the branding process was approached from many perspectives to serve different purposes, therefore the nation branding was introduced to create a recognizable image for a country, which started to grow year by year. The scope back then, was the same as now, meaning to consolidate a nation’s position in a competitive environment and to improve its reputation. A positive national image contributes to the economic growth by building up a touristic national brand, attracting foreign investors, building trust in the national companies and brands, it encourages exports, develops the public diplomacy and slows down emigration. A good national branding is advantageous for all parties involved, for the private and the public sector, as well as for all bodies and citizens, and these same parties play an important role in building it. While all parties involved are conscious about the need of a coherent brand and are willing to contribute to the branding process, it is actually a challenge to build functional models to implement it and facilitate a strategic communication. This article is using case studies and desk research to study suitable models and communication strategies, which can be applied in the national branding process. It is proposing good practices to bring together research, business, policy making actors and individuals.

Towards a Korean Sustainable Business Model at National Level: The Influence of Cultural and Political Perceptions of National Image on Consumers’ Behavior

“…Researchers have also found that, regardless of whether it is analyzed at a micro or macro level, national image has a positive effect on brand attitude [22], meaning that consumer attitude toward products are in general affected by the image of the state that produces the items. It is in this respect that the perception of national image "matters more often than the reality" [14] (p. 1). As Heywood rightly puts it, "perception may not only be more important than reality; in practical terms, perception may be reality" [23] (p. 194).…”

“…Less attention has been paid to the potential links between the phenomenon and the construction of a potential SBM as a macro-level scheme. Although it is understandable that the concept of the SBM is naturally considered as a business strategy [13], making the most of its social facet in the context of national image is certainly necessary, given that national image engenders sustainability, and vice versa [14,15]. In that respect, the main purpose of this article is to explore the ways in which the national image of Korea is connected to targeted consumers' perceptions of Korean products, with two ideational concepts that construct national image being central to the process.…”

How to Improve National Branding through Sport Event in Post-Pandemic Era? A Literature Review

“…This can be said as an effort by the Government to improve national branding. National branding as an effort from the government to show the existence of a country, both in the form of the country's image and reputation, usually focuses more on improving the economy, culture, and politics (10). Through increasing national branding, the government is expected to be able to develop strategies to convey and display the reputation of a country that has strength in terms of economy, politics, and culture (11), one of the efforts that can be done to improve national branding is by connecting sports and tourism.…”