<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

National branding strategy and its effects on business and tourism

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"National branding strategy and its effects on business and tourism"}

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...

National branding strategy and its effects on business and tourism

Publicado en línea: 27 jul 2020

Páginas: 1005 - 1013

DOI: https://doi.org/10.2478/picbe-2020-0095

Palabras clave
branding, nation branding, strategy, business model, communication

© 2020 Nicolae Al. Pop et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

National branding strategy and its effects on business and tourism

Publicado en línea: 27 jul 2020

Páginas: 1005 - 1013

DOI: https://doi.org/10.2478/picbe-2020-0095

Palabras clavebranding, nation branding, strategy, business model, communication

© 2020 Nicolae Al. Pop et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
branding, nation branding, strategy, business model, communication