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Overview
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<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
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|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
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A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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-[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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- Nicolas Papadopoulos, A country branding Scholar stresses that "Branding is still a fad. Lots of cities, regions, provinces and countries have jumped on the bandwagon and are starting to do place branding, and that’s why there are so many errors and examples of poor performance. But in the long run, I think it will work. Place branding makes sense. The future is good. The whole business will mature."<br />
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- [[José Filipe Torres]] asserts that one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation in the past need branding more urgently to highlight to the world their positive assets but any country/nation/region or city can participate in branding. <br />
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- Aparna Sharma, founding member and former CEO of the India Brand Equity Foundation asserts that “Nation branding is an essential strategy to project, position and promote a country. The established goals of nation branding vary across the spectrum from attracting high quality investments, to recruiting the best and the brightest, wielding political influence, exporting goods and services and attracting tourism.”<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.” <br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
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<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T15:41:53Z
<p>Wikieditor: /* Efficiency of Campaigns */</p>
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<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
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|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
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A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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-[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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- Nicolas Papadopoulos, A country branding Scholar stresses that "Branding is still a fad. Lots of cities, regions, provinces and countries have jumped on the bandwagon and are starting to do place branding, and that’s why there are so many errors and examples of poor performance. But in the long run, I think it will work. Place branding makes sense. The future is good. The whole business will mature."<br />
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- [[José Filipe Torres]] asserts that one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation in the past need branding more urgently to highlight to the world their positive assets but any country/nation/region or city can participate in branding. <br />
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- Aparna Sharma, founding member and former CEO of the India Brand Equity Foundation asserts that “Nation branding is an essential strategy to project, position and promote a country. The established goals of nation branding vary across the spectrum from attracting high quality investments, to recruiting the best and the brightest, wielding political influence, exporting goods and services and attracting tourism.”<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.” <br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
<br />
- Branding: http://es.wikipedia.org/wiki/Branding<br />
<br />
- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T14:53:32Z
<p>Wikieditor: /* Type of Countries/Places that should initiate a Branding Strategy */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation in the past need branding more urgently to highlight to the world their positive assets but any country/nation/region or city can participate in branding. <br />
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- Aparna Sharma, founding member and former CEO of the India Brand Equity Foundation asserts that “Nation branding is an essential strategy to project, position and promote a country. The established goals of nation branding vary across the spectrum from attracting high quality investments, to recruiting the best and the brightest, wielding political influence, exporting goods and services and attracting tourism.”<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.” <br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
<br />
- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T14:51:34Z
<p>Wikieditor: /* Type of Countries/Places that should initiate a Branding Strategy */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy. It may be that countries that have suffered with reputation the past need branding more urgently to highlight to the world their positive aspects but any country/nation/region or city can participate in branding. <br />
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- Aparna Sharma, founding member and former CEO of the India Brand Equity Foundation asserts that “Nation branding is an essential strategy to project, position and promote a country. The established goals of nation branding vary across the spectrum from attracting high quality investments, to recruiting the best and the brightest, wielding political influence, exporting goods and services and attracting tourism.”<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.” <br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
<br />
== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
<br />
- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T12:17:11Z
<p>Wikieditor: /* Common Errors */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
<br />
- [[Simon Anholt]] has asserted that “confusing tourism promotion with nation branding is a common mistake, selling vacations is quite different from improving its overall image, and getting more tourists can indeed be achieved, partly, through good marketing.” <br />
<br />
- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T12:06:18Z
<p>Wikieditor: /* Common Errors */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
<br />
- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T12:03:39Z
<p>Wikieditor: </p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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However, Dr Gerlinde Manz-Christ, President of the Association for Place Branding & Public Diplomacy believes that "country branding done properly is measurable, but only if done with a clear goal and for the long term. The problem often is that people enthusiastically go for an often-costly country branding project, losing interest when quick wins don’t come fast and easy." <br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- Dr Gerlinde Manz-Christ states "it takes years, a lot of constant effort and hard work to firmly establish and then further develop a country brand. The belief by countries that they ought to be doing country branding, especially when they see all their neighbours doing it, has led to much misguided investment that does little to change anyone’s mind about where they’ll travel to, invest in or who they’ll hire."<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
<br />
- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T11:13:42Z
<p>Wikieditor: /* Efficiency of Campaigns */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes Rina Plapler in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
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<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:46:29Z
<p>Wikieditor: /* Efficiency of Campaigns */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
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A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves” writes journalist Jo Bowman in this article; http://nation-branding.info/2010/03/13/great-cnbc-story-on-nation-branding/ <br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:27:38Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
<br />
== Key Players ==<br />
<br />
The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
<br />
However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
[https://en.wikipedia.org/wiki/Wally_Olins Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
<br />
As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
<br />
- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
<br />
- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
<br />
- Disturbance in the communication process:<br />
<br />
Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
<br />
- The customer’s implication in the building of the brand:<br />
<br />
A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
<br />
- Politics:<br />
<br />
A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
<br />
- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
<br />
<br />
As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
<br />
<br />
== Efficiency of Campaigns ==<br />
<br />
<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
<br />
Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
<br />
Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
<br />
[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
<br />
== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
<br />
This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
<br />
=== Example of a Strategy Building Process ===<br />
<br />
Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
<br />
=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
<br />
It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
<br />
It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
<br />
Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
<br />
When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
<br />
There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
<br />
- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
<br />
- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
<br />
The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
<br />
=== Common Errors ===<br />
<br />
- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
<br />
- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:25:04Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
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There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[https://en.wikipedia.org/wiki/Wally_Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
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A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
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<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:18:31Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
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The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
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Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
<br />
However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
[http:// Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
<br />
As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
<br />
- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
<br />
- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
<br />
A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:17:15Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
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The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
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!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
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== History & Evolution ==<br />
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=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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[http://Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
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=== Contemporary Approaches ===<br />
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Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
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== Particularities of Country Branding == <br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
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A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
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[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
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== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
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Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
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[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
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A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
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"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
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- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
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== References ==<br />
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<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:14:03Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
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The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
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== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
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According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
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== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
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{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
<br />
The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
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However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
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http:/[Wallace 'Wally' Olins], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
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Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
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- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
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Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
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Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
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Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
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As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
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== Efficiency of Campaigns ==<br />
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<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
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Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
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However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
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Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
<br />
[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
<br />
== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
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This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
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=== Example of a Strategy Building Process ===<br />
<br />
Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
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=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
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It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
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=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
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It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
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Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
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When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
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- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
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- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
<br />
"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
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"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
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=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
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=== Common Errors ===<br />
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- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
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== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T10:07:18Z
<p>Wikieditor: /* Earlier Approaches */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
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== Key Players ==<br />
<br />
The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
<br />
However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
[[Wally Olins]], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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<br />
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<br />
<br />
<br />
Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
<br />
As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
<br />
- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
<br />
- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
<br />
- Disturbance in the communication process:<br />
<br />
Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
<br />
- The customer’s implication in the building of the brand:<br />
<br />
A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
<br />
- Politics:<br />
<br />
A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
<br />
- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
<br />
<br />
As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
<br />
<br />
== Efficiency of Campaigns ==<br />
<br />
<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
<br />
Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
<br />
Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
<br />
[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
<br />
According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
<br />
== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
<br />
There are a number of reasons why a place can initiate a Country Branding strategy: <br />
<br />
- Attract companies and/or foreign direct investment<br />
<br />
- Promote the Tourism industry<br />
<br />
- Promote Public Diplomacy<br />
<br />
- Promote Exports<br />
<br />
- Strengthen Citizens' identity and Self Esteem<br />
<br />
=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
<br />
This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
<br />
=== Example of a Strategy Building Process ===<br />
<br />
Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
<br />
=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
<br />
It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
<br />
=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
<br />
It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
<br />
Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
<br />
When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
<br />
There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
<br />
- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
<br />
- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
<br />
- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
<br />
- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
<br />
"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
<br />
"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
<br />
Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
<br />
=== Timing of Execution and Results Expectations ===<br />
<br />
There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
<br />
The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
<br />
=== Common Errors ===<br />
<br />
- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
<br />
- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
<br />
== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
<br />
- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
<br />
- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-22T09:59:45Z
<p>Wikieditor: </p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
<br />
According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
<br />
== Key Players ==<br />
<br />
The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
<br />
However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
[[Wallace "Wally" Olins]], (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
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As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
<br />
- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
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- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
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- Disturbance in the communication process:<br />
<br />
Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
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- The customer’s implication in the building of the brand:<br />
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A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
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- Politics:<br />
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A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
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- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
<br />
<br />
As [[Wally Olins]] said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and re-positioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
<br />
<br />
== Efficiency of Campaigns ==<br />
<br />
<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
<br />
Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
<br />
Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
<br />
[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
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According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
<br />
== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
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There are a number of reasons why a place can initiate a Country Branding strategy: <br />
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- Attract companies and/or foreign direct investment<br />
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- Promote the Tourism industry<br />
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- Promote Public Diplomacy<br />
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- Promote Exports<br />
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- Strengthen Citizens' identity and Self Esteem<br />
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=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
<br />
This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
<br />
=== Example of a Strategy Building Process ===<br />
<br />
Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
<br />
=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
<br />
It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
<br />
=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
<br />
It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
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The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
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- A consulting phase done by a specialist consultant body<br />
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- A primary implementation phase done by a marketing or branding agency<br />
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- The implementation phase done by an advertising agency<br />
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===Traditional Aspects in the Development of a Country Branding Strategy===<br />
<br />
Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
<br />
When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
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There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
<br />
- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
<br />
- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
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- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
<br />
"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
<br />
"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
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Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
<br />
=== Timing of Execution and Results Expectations ===<br />
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There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
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The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
<br />
=== Common Errors ===<br />
<br />
- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
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- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
<br />
== See Also ==<br />
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- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
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- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
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- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Videos
Videos
2017-11-21T15:22:22Z
<p>Wikieditor: /* Videos by experts */</p>
<hr />
<div><br />
== Videos by experts ==<br />
<br />
<br />
<br />
{| class="wikitable alternance centre"<br />
|-<br />
!scope="row" | Experts <br />
|-<br />
! scope="row" | [[Experts#Allan, Malcolm|Malcolm Allan]]<br />
|[https://www.youtube.com/watch?v=FOmTReWYeeU '''''The Role of Culture in City Branding and Lessons for Nation Branding''''' ''(Forum on Cultural Diplomacy in the Commonwealth in London, 2014)'']<br />
<br />
During his lecture, Mr Malcolm talks about the importance to take into account culture and people in brand strategies that, in most of the cases, are ignored by nations. “As a nation you want to be able to bring people in who are sympathetic to your own goals and objectives.” This video is excellent to understand why it is fundamental to address and involve the people of the nations in branding strategies. <br />
|-<br />
! scope="row" | [[Experts#Simon Anholt|Simon Anholt]]<br />
|[https://www.youtube.com/watch?v=094PjFRAELg '''''Keynote Speech''' (Eurocities in Munich, 2014)''] <br />
Mr. Anholt presented a very insightful key-note speech on destination branding focused on the international perceptions of countries, regions and cities. With historical explanations of the concepts and tales of his personal experience in the field, this is one of Simon Anholt’s must see key-notes, indispensable to understand his views on country branding. <br />
<br />
[http://www.ted.com/talks/simon_anholt_which_country_does_the_most_good_for_the_world?language=en '''''Which country does the most good for the world?''' (TED Salon in Berlin, 2014)'']<br />
<br />
Anholt speaks about all the challenges that countries are facing today and one in particularly: globalization.<br />
In 2005, Simon Anholt launched the Nation Brand Index : a very large study and database about what other people think and perceive about other countries and why. Countries depend enormously on their reputations in order to survive and prosper in the world. If you want to discover what is a "good country" and why we admire them, this video is a must-see.“In order to do well, you need to do good.”<br />
|-<br />
! scope="row" | [[Experts#Govers, Robert|Robert Govers]]<br />
|[https://www.youtube.com/watch?v=J_vjd20sU_o '''''Co-working and Place Branding in stable and unstable societies''' (3rd Space World Conference in Utrecht, 2012)'']<br />
Through its clear presentation at the 3rd Space World, Mr Govers illustrates the meaning of the concept “place branding” in all its dimensions and aspects in a globalized world. This presentation must be seen in order to perceive the features of place branding.<br />
|-<br />
! scope="row" | [[Experts#Freire, Joao R.| Joao Freire]]<br />
| [http://www.culturaldiplomacy.de/mediacenter/index.php?managing-dimensions-for-destination-brand-building-the-case-of-the-algarve-brand '''''Managing Dimensions for Destination Brand Building. The case of the Algarve Brand''' (Institute for Cultural Diplomacy in Berlin, 2011)'']<br />
For Place Branding and Public Diplomacy Journal, Dr. Joao Freire explains the complexity of place branding and how to manage all the dimensions for destination brand building. To illustrate his speech, he uses the example of the Algarve brand, in Portugal and how “the value is in the label”.<br />
|-<br />
! scope="row" | [[Experts#Morgan, Nigel|Nigel Morgan]]<br />
|[https://www.youtube.com/watch?v=wHCBPR6_0-0 '''''Managing Place Reputations in an Age of Paradigm Shift''' (Forum on Cultural Diplomacy in the Commonwealth in London, 2014)'']<br />
At the Forum on Cultural Diplomacy in the Commonwealth, Mr Morgan defines the relationship between tourism, culture and public diplomacy. The main challenge that places are facing, in particular small countries, is how they can try to influence and change for the better their destination or their place reputation. And, one of the most powerful ways to know about reputation is “what people say about you or your place when you are not in the room.” If you want to know more about Place Reputations, you can not miss this video.<br />
|-<br />
! scope="row" | [[Experts#Wally Olins|Wally Olins]]<br />
| [https://www.youtube.com/watch?v=ta9Es6MNrbI '''''The Nation and the Brand and the Nation as a Brand - Part 1,] [https://www.youtube.com/watch?v=h7qr3IwtNlU Part 2,] [https://www.youtube.com/watch?v=gOpBxycMxyY Part 3 and ] [https://www.youtube.com/watch?v=dvrzKxvJwys Part 4 ''''' (''CI Convention in Graz, 2012'') ]<br />
<br />
Mr. Olins brings us a notion of “Legacy Nations” as an explanation of how historical reputation of certain countries gives them a considerable advantage over other countries. Country of Origin effect is deeply analysed by Wally Olins and considered a central asset for a country’s brand. If you want to know how flagship companies and the “made in effect” may affect a country’s reputation, this is a must see video. <br />
<br />
[https://www.youtube.com/watch?v=Bc-N1Upvgr8 '''''Nation Branding''' (Creative Industries Convention in Graz, 2012)'']<br />
<br />
During the Nation Branding Convention in Graz, Mr Olins gives a talk about place branding and nation branding from Historical events to globalization and legacy to illustrate those concepts. “The nation, the place has to compete to get more prosperous. You must see this video if you want to know more about nation and place branding. <br />
|-<br />
! scope="row" | [[Experts#Jose Filipe Torres|Jose Filipe Torres]] <br />
| [https://www.youtube.com/watch?v=reUjs_vjqWw '''''José Torres Talks Nation Branding at Harvard University''' (Harvard University, USA, 2016)'']<br />
CEO, José Filipe Torres, speaks at Harvard University about Bloom Consulting's nation branding strategies and the Abraham Path Initiative. Torres explains the process of branding the world's difficult regions such as in the Middle East, and how best to positively change their global perceptions. <br />
<br />
[https://www.youtube.com/watch?v=sONMwK5f_94 '''''Latin American countries-Ideas and recommendations for Country Branding''' (Berlin International Economics Congress, 2011) '']<br />
<br />
During the Berlin International Economics Congress, José Torres delivers a speech about the way how countries communicate and the impact on their economy. "With a lot of countries, comes a lot of brands, and with a lot of brands, comes a lot of mistakes.” This video is an excellent introduction to the common mistakes that countries do when they develop country brand strategies. Mr Torres illustrates his speech with examples of countries explaining how they did it and what they did wrong.<br />
|-<br />
! scope="row" | Bruce Turkel<br />
|[https://www.youtube.com/watch?v=Ix5VclWF3Ks '''''Destination Branding''' (DMAI Annual Convention in Seattle, 2012)'']<br />
“If everywhere you go is the same, why go there? Why spend money? Why travel?”. Nowadays, that is the main issue that Mr. Turkel points out.<br />
During his presentation at the Destination Marketing Association International, he explains, through different examples, how it is possible to change this paradigm. It is “All About Them”… An exciting must see video about Destination Branding.<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Overview
Overview
2017-11-21T15:06:44Z
<p>Wikieditor: /* See Also */</p>
<hr />
<div>Country Branding has many different definitions. However, there are two relatively broad definitions that exist: <br />
<br />
The first definition describes Country Branding as the process of using branding methods to promote the image of a nation or a place. It is the use of marketing and branding tools to ensure a change in the perception and attitude of a specific target group towards a place’s image.<br />
<br />
The second avoids associating Country Branding with the processes of branding and marketing using terms such as “the strategic self-representation” of a country or “the vehicle” that can help a country, a region or a city reach economic and social objectives. This second definition avoids the term "branding" in order to ensure that the strategy of country branding is not confused with a product branding campaign. It emphasises the fact that places are very different from products and that it would be wrong to approach both of the strategies in a similar way. <br />
<br />
== Further Definitions ==<br />
According to Rainisto and Moilanen, "Places can be branded like products and services. Place branding aims especially at increasing the attractiveness of a place. Branding does not just involve loose marketing activities, but holistic development that influences the whole place. Place branding brings added attraction to a place. A branded place makes people aware of the location and connects desirable associations. It is possible to discover for each place a combination of unique attraction factors to make it different from the competing ones." (Moilanen,T; Rainisto,S: ''How to Brand Nations, Cities and Destinations: A Planning book for place branding'', Palgrave Macmillan, 2009)<br />
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According to [[José Filipe Torres]], cited by Forbes and The Economist as being “a world renowned specialist in country branding”, “there is a big confusion between what is a country branding strategy and what is advertising.”[http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/] In his opinion country branding “is an asset and a tool for a country to establish a strategic development in the areas of trade, tourism, and talent.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
According to [[Simon Anholt]][http://en.wikipedia.org/wiki/Simon_Anholt]who is often referred to as the "founder" of the [[Nation Branding]][http://en.wikipedia.org/wiki/Nation_branding]and Place Branding terms, concepts, field of study and practice, "the only remaining superpower is public opinion - and we are all, in one way or another, talking about effective diplomacy with that superpower."<br />
<br />
== Vocabulary ==<br />
<br />
Even though the term Country Branding would first suggest that it is only concerned with the branding of countries, it actually embraces all type of places: cities, countries and regions. <br />
The following terms are all interchangeable, although there are some differences between them:<br />
<br />
{| class="wikitable"<br />
|-<br />
| <div style="text-align: center;"> '''Country Branding''' - ''specific to countries''<br />
|-<br />
| A country is defined by its political location containing all of the regions, cities and geographic locations within its political boundaries. A country is a self-governing political entity and has its own political system that separates it from being a nation. Country Branding is therefore the way the political location is branded using its image, regions, cities and cultural assets to demonstrate its overall attractiveness to the public.<br />
|-<br />
| <div style="text-align: center;"> '''Nation Branding''' - ''specific to nations''<br />
|-<br />
| A nation is very similar to a country, however it is defined as a group of people or a community who share a common culture. This differs to a country, which is separated by its political location and political identity. Nation branding is specific to branding each of these communities, focusing on the people as a whole.<br />
|-<br />
| <div style="text-align: center;"> '''Place Branding''' - ''specific to places''<br />
|-<br />
| A place is an area that could include a small region and/or a city of any particular size. A place is usually defined as a location of inhabitants such as a town, city or a point of interest. Place branding is the process of communicating the image of the nations, regions and cities in the particular place to a target market in order to compete for people, resources and business with other places.<br />
|-<br />
| <div style="text-align: center;"> '''Geographical Branding''' - ''specific to geographical locations''<br />
|-<br />
| Geographical Branding takes into account the area of the world specifically rather than the country, nation, or city itself. For example, the geographical location could be as vague as being ‘Northern Spain’, which would not take into account regional borders or whole communities, as it is based purely on geographical location. It includes an area of land, a set of features and the inhabitants in that area. Geographical branding is most relevant in wine branding.<br />
|-<br />
| <div style="text-align: center;"> '''Region Branding''' - ''specific to regions''<br />
|-<br />
| Regions are specific areas within a country and are defined by their physical characteristics, the local people and the environmental positioning. The borders of a region are not clearly defined unless it shares a border of another country and its politically defined boundaries. In order to brand a region, the public message is often mainly focused on the region’s physical and environmental characteristics and the local people.<br />
|-<br />
| <div style="text-align: center;"> '''City Branding''' - ''specific to cities and how their qualities and their image can be marketed''<br />
|-<br />
| A city is similar to a town and in many cases it is not clear how a particular settlement should be defined unless it is approved by law to be a city. A city brand includes its people, monuments, environmental qualities and any positive characteristics that distinguish it from other cities or make it special. <br />
|-<br />
| <div style="text-align: center;"> '''Development of Countries''' - ''development of countries refers to strengthening countries’ economies in order to improve the standard of living and their global standing''<br />
|-<br />
| A country’s economy must be improved through creating business, which also requires sufficient branding in order to market each business to the rest of the world. As an economy grows, so should its external image. A common trait of developed countries is that they all have built up cities with modern infrastructure and a healthy level of GDP. The most effective form of strengthening a country’s economy is through FDI inflows. This can be achieved by advertising local brands that bring FDI into the country and help to improve the country’s GDP.<br />
|}<br />
<br />
== Key Players ==<br />
<br />
The three main key players who constantly invest in research and have ongoing contracts with different governments are:<br />
<br />
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{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="12%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="12%" style="background: #e6e6e6"| Name <br />
!scope="col" width="12%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="47%" style="background: #e6e6e6"| Comment<br />
!scope="col" width="4%" style="background: #e6e6e6"| Link<br />
|-<br />
|[[File:Littlejose.jpg|centre]]||[[Experts#Jose Fillipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||Strategies for Spain, Portugal, Poland, Latvia, Bulgaria, regions of Madrid, Castilla y Leon and Southwest Portugal ||[http://www.bloom-consulting.com/]<br />
|-<br />
|[[File:Littlesimon.jpg|centre]]||[[Experts#Simon Anholt|Simon Anholt]]||Independent Policy Advisor||British government's Public Diplomacy Board||Publications: "Brand America. The mother of all brands", Places: Identity, Image and Reputation, Competitive Identity: the new brand management for nations, cities and regions journal: "Place Branding and Public Diplomacy"; strategies for Netherlands, Latvia, Croatia, Bhutan.||[http://www.simonanholt.com/]<br />
|-<br />
|[[File:Littlewally.jpg|centre]]||[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||Strategies for Mauritius, Northern Ireland, Poland, Portugal; publications: "Trading Identities. Why countries and companies are taking on each other's role"||[http://www.wallyolins.com/do.htm]<br />
|-<br />
|}<br />
For more information please visit: [[Experts]]<br />
<br />
== History & Evolution ==<br />
<br />
=== Earlier Approaches ===<br />
<br />
There have been many theories on how long ago country branding started. The closest example to the way it is practiced today goes back 150 years, when the American government was encouraging people to move from the East to the West Coast. (Moilanen,T; Rainisto,S: How to Brand Nations, Cities and Destinations: A Planning book for place branding, Palgrave Macmillan, 2009)<br />
<br />
However, during the end of the industrialization process, country branding grew in importance. The end of industrialization brought about an increase of unemployment and social problems. Cities and countries realized that the attraction of new investment was vital. Consequently, in the late '70s and '80s, many American cities started branding themselves. The most noticeable campaigns are New York's 1977 “I Love New York” campaign, as well as Chicago’s '89 campaign: “Chicago would like to remind you that the first four letters of its name is Chic”. Boston’s mayor, Mayor White, was also recognized as one of the pioneering city leaders to combine public relations, advertising and marketing tools in order to position his city as one of the top cities in the world. Following the example of Boston, place branding evolved and started to be widely used in combination with PR tools. In the 1980s, physical changes in cities (constructing landmark buildings, organizing areas of the city in a way that would attract a specific type of investment, etc.) were also used in the promotional strategy of places. One of the most known examples is the Canary Wharf project in London. During the same period, place branding also started to take a more professional approach as many advertising agencies began to handle place promotion campaigns. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
The main shift in the management approach of public authorities can be linked to the 1985 conference in Orleans where “academics, businessmen and policy makers from eight large cities in seven advanced capitalist countries” came together to discuss the benefits of governments and public entities being more proactive. At the end of the conference, there was a general consensus that there was a need to shift from “managerialism” to “entrepreneurialism”. To ensure a place’s economic development in an advanced capitalist world, places needed to do more than just manage the life of people. It was necessary to find ways to bring in more wealth and sustainable development by using new marketing tools. (Ward,S: Selling Places: The Marketing and the Promotion of Towns and Cities 1850-2000,Spon Press, London, UK, 1998)<br />
<br />
Wallace "Wally" Olins, (December 19, 1930 – April 14, 2014) was a British practitioner of corporate identity and branding who was Chairman of Saffron Brand Consultants. Olins, could be referred to as the "father of country branding" as he advised many of the world’s leading organizations on identity, branding, communication and related matters. Olins was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003 and the Reputation Institute's first ever Lifetime Achievement Award in 2006. Olins was an Honorary Fellow of St. Peter's College Oxford and in 2013 was awarded an Honorary Professorship at UPC in Lima, Peru.<br />
<br />
Finally, many authors also agree that globalization had an important role in the development of the field of country branding. As [[José Filipe Torres]], a consultant in the field, would say: "Convergence of cultures, European Union extension, emerging economies looking West, affordable tourism destinations and of course Internet, made all countries and geographies realize that they too, can have an influence on their inflow and outflow of residents, tourists and investors. All of a sudden, geographies started communicating ferociously in major tourism and economic publications, dreamful ideas that their location was in fact the best place to visit or invest." (Torres, José F.: How Country branding, as a professionalized service, was born, July 2009 available at: http://countrybranding-josefilipetorres.blogspot.com.es/2009/07/how-country-branding-as.html)<br />
<br />
=== Contemporary Approaches ===<br />
<br />
Today, the field of country branding is very well established, with consultants, academics and agencies making it their area of specialisation. There are no specific numbers regarding how many countries and cities are actively carrying out promotional projects, but it is clear that it is, at present, a very widely spread practice. The estimation of the cost of Nation Branding in the world is $1 trillion per year. <br />
The methods of country branding have evolved and are currently very diverse. Tools, such as Sports Events, Cultural Events, Public Diplomacy, Nation-brands, Public Private Partnerships and many others, are often used individually or combined to form a strategy.<br />
<br />
== Particularities of Country Branding == <br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|+Comparison between country branding and product branding<br />
|-<br />
|-<br />
! || Country brand|| Product brand<br />
|-<br />
| Offer|| Nothing on offer || A product or service on offer<br />
|-<br />
| Attributes|| Difficult to define || Well defined<br />
|-<br />
| Benefits|| Purely emotional || Functional and emotional<br />
|-<br />
| Image|| Complicated, various, vague || Simple, clear<br />
|-<br />
| Associations || Secondary, numerous and diverse || Primary and secondary, relatively fewer and more specific<br />
|-<br />
| Purpose|| To promote country image || To help sales and development relationships<br />
|-<br />
| Ownership|| Unclear, multiple stakeholders || Sole owner<br />
|-<br />
| Audience || Diverse, hard to define || Target segment <br />
|}<br />
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Source: Fan, Y. (2006) Branding the nation: what is being branded?, p.7, in: Journal of Vacation Marketing, Vol. 12, No.1, pp. 5-14.<br />
<br />
<br />
As hard as it is to find one single definition of Country Branding that everyone would consent to, almost every specialist in the field agrees on the following differences between the branding of a place and the branding of a product: <br />
<br />
- The complexity of the place and its collective character:<br />
<br />
A place is much more complex than a product. It is hard and arguably impossible to define a place as one single homogeneous brand; places mean different things for different people. It is not the same as a product whose image can be defined from one single point of view. So many people participate in so many different ways in shaping a place, which makes the building of a branding strategy very complex.<br />
<br />
- Difficulty of controlling a place:<br />
<br />
Places change in an uncontrollable and unpredictable way and for this reason a place branding campaign should take into consideration the volatile identity of the place. Places change not only through time but also depending on the season. A customer’s experience in a specific city in winter can be very different from the one in summer, for example.<br />
<br />
- Disturbance in the communication process:<br />
<br />
Communication channels in a place branding campaign are very hard to control. Information about places is constantly created in a chaotic way and distributed by a number of different and often contradictory messages.<br />
<br />
- The customer’s implication in the building of the brand:<br />
<br />
A person's experience in a place plays a crucial role in the definition of the place’s identity. Therefore, it is extremely difficult to define a place’s identity that would embrace the experience of every person that had been there.<br />
<br />
- Politics:<br />
<br />
A place’s image is directly affected by the political situation. It is very difficult to design a place branding strategy that takes into consideration the unpredictability of political events that could occur during or after the implementation of the branding strategy.<br />
<br />
- Conflicting Objectives:<br />
<br />
Country branding campaigns are usually designed to benefit a number of actors in a place and it is often the case that all of these actors have different objectives and conflicting interests. For this reason, the objective setting of place branding campaigns is much more difficult than the objective setting of product branding campaigns.<br />
<br />
<br />
As Wally Olins said, ¨the idea of a nation as a brand - as Kellogg´s Cornflakes is a brand - is a very big mistake¨. Products can be modified, taken out from the market, relaunched, discontinued and repositioned or replaced by improved products. Countries, nations or places do not have most of these choices.<br />
<br />
<br />
== Efficiency of Campaigns ==<br />
<br />
<br />
To see summaries of cases, please read this article: [[Case Studies]]<br />
<br />
Since Country Branding is not an exact science and the process takes time to give results, it is hard to say for certain if a campaign succeeded or not.<br />
<br />
However, a few cases have been recognized as success stories. Many authors have, for instance, mentioned Spain, the United Arab Emirates, Croatia and Scotland in the list of the success story campaigns. After Franco, Spain was able to reposition itself as a vibrant and modern country and replace the dark image that was generally perceived by the public. The United Arab Emirates is a good example of a country that created a sustainable tourism industry without initially having anything to offer: “It doesn’t have the Eiffel Tower, it doesn’t have the pyramids, it’s very hot, it doesn’t have the world’s most beautiful beaches, but there’s something about it that intrigues people and, arguably, a lot of that is that they started promoting themselves”.<br />
<br />
Nevertheless, as much as the field of Country Branding made its start with a lot of enthusiasm, some skepticism started to grow in recent years. There have been some doubts around the use of the word “branding”, as it was looked at by many countries and agencies as a way of hoping for a quick fix for a country’s positioning.<br />
<br />
[[Simon Anholt]] states that: “Nation branding does not exist; it is a myth, and rather a dangerous one. The idea that it is possible to ‘do branding’ to a country (or to a city or region) in the same way that companies ‘do branding’ to their products and services, is vain and foolish.”[http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/]. <br />
<br />
According to [[José Filipe Torres]] one of the problems is that “Country Branding has been used incorrectly and inconsistently. Most of the time country Branding has been used with several objectives at the same time, such as attraction of tourism; attraction of trade; public diplomacy; national pride, among many others. However, this is a utopia because most of the objectives are antagonistic. Objectives for tourism are completely different from trade and trying to feet the two together will only create resistant internally and confusion externally. There for that’s way most of the country brand strategy has bad reputation.”<br />
<br />
== Building a Country Branding Strategy ==<br />
=== Reasons for initiating a Country Branding Strategy ===<br />
<br />
There are a number of reasons why a place can initiate a Country Branding strategy: <br />
<br />
- Attract companies and/or foreign direct investment<br />
<br />
- Promote the Tourism industry<br />
<br />
- Promote Public Diplomacy<br />
<br />
- Promote Exports<br />
<br />
- Strengthen Citizens' identity and Self Esteem<br />
<br />
=== Type of Countries/Places that should initiate a Branding Strategy ===<br />
<br />
This aspect should be, of course, looked at on a case-by-case basis. However, generally, every country or city that enjoys relative political stability can initiate a country branding strategy.<br />
<br />
=== Example of a Strategy Building Process ===<br />
<br />
Each consultant, agency and academic has a different approach to building a place branding strategy. The link below is an example shared by [[José Filipe Torres]] from Bloom Consulting: <br />
<br />
[http://countrybranding-josefilipetorres.blogspot.com]<br />
<br />
=== Budget & Financing ===<br />
<br />
A good country branding strategy usually costs at least $1 million, though the budget will vary depending on the respective countries’ needs. Typically, Country Branding strategies are financed by Ministries of Economy who, depending on the country’s geographical location, can turn to specific entities (such as the European Commission, the African Bank for Development or the European Bank for Reconstruction and Development) for funding. There are also more innovative ways of financing a country branding strategy, for example by inviting the private sector to contribute in the form of fees.<br />
<br />
It is important to note that, as the financing usually comes from taxpayers’ money, therefore it is essential to ensure a certain level of transparency throughout the process.<br />
<br />
=== Preparing a bid, Launching a bid and choosing a consultant ===<br />
<br />
It is essential to involve a number of different parties (trade institutions, tourism institutions, cultural institutions, FDI institutions etc.) in the preparation of a bid. This ensures avoiding repetition and overlapping of projects. It is necessary for all parties to agree on a common strategy that would align the goals of all stakeholders.<br />
<br />
The choice of consultant varies according to the requirements of the country, nevertheless, the project should include both a consulting phase and an implementation phase. Countries and cities should not skip the first consulting stage, which is the most important of the stages, and should never jump directly into advertising and marketing strategies.<br />
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Ideally, the project should be divided into three phases:<br />
<br />
- A consulting phase done by a specialist consultant body<br />
<br />
- A primary implementation phase done by a marketing or branding agency<br />
<br />
- The implementation phase done by an advertising agency<br />
<br />
===Traditional Aspects in the Development of a Country Branding Strategy===<br />
<br />
Creating a Country Branding strategy is a complex task and requires a high level of coordination between stakeholders. In general, the programme is based on clear projects, which can be easily transferred into understandable and flexible symbols. This makes it possible to reach different target groups (residents, businessmen, tourists). In the majority of cases, the strategy is supervised by the national government, in cooperation with particular ministries (e.g. foreign affairs, culture, trade) and must be supported by marketing specialists. <br />
<br />
When building a country branding programme, it is very important to have financial stability at all stages to facilitate the flow of information between stakeholders and those who support them. <br />
<br />
There are a number of guidelines that should be followed in order to succeed in creating a country branding strategy:<br />
<br />
- '''Strategic approach''': The development of a Country Brand cannot be determined by short-term propositions. The strategy needs to be planned with perspective and needs to suit the brand of the country for many years. <br />
<br />
- '''Holistic approach''': Country Branding processes cannot be treated as isolated initiatives (limited only to tourism promotion). A well-designed strategy should include areas such as FDI, exports and public diplomacy. Hence, all those fields must be included in the branding process.<br />
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- '''Stakeholder involvement''': The Country Branding process is a multi-level enterprise, which involves not only governmental representatives but also companies, public organizations, media, and so on.<br />
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- '''Brand identity as a central issue''': The programme must be based on an identity which can be accepted by all stakeholders in order to communicate the brand across different products and markets.<br />
<br />
- '''Both inward and outward Branding''': The idea of the country branding process must be supported by society and gradually become a kind of “social movement”.<ref>van Geenhuizen, M: ''Value-added partnering and innovation in a changing world'', Purdue University, 2009</ref> <br />
<br />
"The first stage in positioning a brand is to set up core values, which should be durable, relevant and communicable. This process should give an overview of the current situation of the nation brand, how the brand exists in the consumer’s mind (method: for example focus group, in-depth interview). It must be accompanied by comparison with key competitors. The aim of the research is to establish people’s motivations, needs, barriers to travel to the country, images about particular country."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref>. <br />
<br />
"The next step is to define what the country stands for and determine how it should be translated into brand personality (this can be difficult because sometimes the nation is perceived in a different way by its inhabitants and by foreigners). Some values come to people minds naturally and spontaneously, some are created. The aim is to develop brand essence, which captures the wholeness of a nation brand. However, brand essence is not an equivalent with a tagline from promotional campaign. Brand essence represents the destination’s identity, is timeless, and relevant across markets and products. On that basis, the communication strategy must be elaborated in order to launch the brand. At this level, financial support is extremely significant. Key aspect is to concentrate not only on advertising. In fact, stakeholders can do more for the brand (interactive media, direct marketing) than any particular promoting campaign."<ref>Morgan, N; Pritchard, A; Piggott, R: ''New Zealand, 100% Pure. The Creation of a Powerful Niche Destination Brand'', Journal of Brand Management, April 2002</ref><br />
<br />
Mr. [[José Filipe Torres]] also says that the important issue in building a country branding programme is concentrating on numbers in order to make the project more tangible and therefore more understandable and acceptable for society. The objectives of the plan must be measurable so that it gives justification for more investments and an explanation of the benefits for the country. To get a better perspective of the project, it is recommendable to hire a company or consultant that can provide objective and professional advice.<ref>Torres, JF: ''Country Branding Blog'', http://countrybranding-josefilipetorres.blogspot.com/ </ref><br />
<br />
=== Timing of Execution and Results Expectations ===<br />
<br />
There is no standard length of time for a country branding campaign but the timeline should be in accordance with the political cycle because the objectives and the financing of the strategy are usually very dependent on the political body in power. <br />
<br />
The results in terms of brand equity and brand recognition are almost impossible to measure and, even when they can be measured, it is very hard to isolate a direct relationship between a campaign and the perception of a country’s image. For this reason, the only way to look at the result of the country branding strategy is by setting the GDP growth and economic objectives.<br />
<br />
=== Common Errors ===<br />
<br />
- Country Branding is not a quick fix. A country needs a sustainable development model to be able to attract investment and tourism and to portray a good image of itself to the rest of the world.<br />
<br />
- A place branding strategy cannot solve all of the problems a country has at the same time: it cannot be about tourism, attracting investment and promoting exports at the same time. Specific objectives should be set at the beginning of the strategy building. According to Mr. [[José Filipe Torres]], the strategy cannot even be the same for trade, tourism and talent, because the target groups and the objectives are completely different: “A country is not one brand, it should be 3 brands. Different target audiences, different needs, and different institutions. There is never going to be a common agreement. If there is, then you have the problem from my previous point: too many bland messages.” [http://nation-branding.info/2009/06/17/exclusive-interview-country-branding-consultant-jose-filipe-torres/]<br />
<br />
- According to José Filipe Torres, a further problem is the matter of accountability. He states, "The conundrum of accountability can be especially problematic when working on projects with elected government officials. Obviously, elected leaders want to remain in office as long as possible. They will be keen to show their potential voters that they have achieved quick results from place branding projects. This is one reason why campaigns based around logos and slogans are so appealing at first glance. It is because they offer something concrete for people to focus on, giving the appearance of success."<br />
<br />
== See Also ==<br />
<br />
- Public Diplomacy: http://en.wikipedia.org/wiki/Public_diplomacy<br />
<br />
- Branding: http://es.wikipedia.org/wiki/Branding<br />
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- Destination Marketing Organization: http://en.wikipedia.org/wiki/Destination_marketing_organization<br />
<br />
- Nation Branding: https://en.wikipedia.org/wiki/Nation_branding<br />
<br />
- Place Branding: https://en.wikipedia.org/wiki/Place_branding<br />
<br />
== References ==<br />
<br />
<references/></div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Sources
Sources
2017-11-21T15:03:15Z
<p>Wikieditor: </p>
<hr />
<div>== General Information on Country Branding ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Publishing<br />
!scope="col" width="880" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|'''Association for Place Branding & Public Diplomacy'''||The mission is to establish and shape place branding and public diplomacy as a distinctive discipline with its own progressive methods.||-<br />
|-<br />
|'''Branding Places'''||Branding Places - Keeping you in the know for all things place branding.||-<br />
|-<br />
|'''Branding Strategy Insider'''||Challenges of Destination Marketing||[http://www.brandingstrategyinsider.com/2011/04/the-challenges-and-rewards-of-destination-marketing.html#more]<br />
|-<br />
|'''Branding Strategy Insider'''||Place Branding for Small Municipalities||[http://www.brandingstrategyinsider.com/2008/04/place-branding.html]<br />
|-<br />
|'''Centre of Place Branding'''||The network is an online initiative that comprises three separate centres. ||-<br />
|-<br />
|'''Corporate Branding Strategy'''||An overview of the industry||[http://www.doiserbia.nb.rs/img/doi/0013-3264/2008/0013-32640877059D.pdf]<br />
|-<br />
|'''Council of Foreign Relations'''||An explanation of nation branding||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Council of Foreign Relations'''||Nation Branding Explained||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Diaspora Matters'''||Nation Branding||[http://www.diasporamatters.com/nation-branding/2011/]<br />
|-<br />
|'''Gerardot&Co'''||Place Branding Destination Marketing||-<br />
|-<br />
|'''Journal of Brand Management'''||Journal of Brand Management's special issue: Nation Branding||-<br />
|-<br />
|'''Our Place Branding'''||Our Place Branding Principales||-<br />
|-<br />
|'''Place Management and Branding'''||Special Edition of the International Place Branding Conference in Utrecht (January 2012)||-<br />
|-<br />
|'''Prophet'''||What is Nation Branding?||[http://www.prophet.com/blog/aakeronbrands/48-nation-branding-what-works]<br />
|-<br />
|'''Sebastian Zenker'''||Place Branding & Marketing||[http://placebrand.eu/]<br />
|-<br />
|'''The Edge Malaysia'''||Successful Nation Branding||-<br />
|-<br />
|'''The Place Brand Observer'''||Branding and Reputations insights, strategies, examples||[http://placebrandobserver.com]<br />
|-<br />
|'''Vincent Gollain'''||Le marketing territorial au service de l'attractivité||[http://www.marketing-territorial.org]<br />
|}<br />
<br />
== City Branding ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="880" style="background: #e6e6e6"| Source<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|Cities marketing||http://destinationbranding.com/||[http://destinationbranding.com/]<br />
|-<br />
|Association of European cities in order to help them in terms of marketing||http://www.europeancitiesmarketing.com/||[http://www.europeancitiesmarketing.com/]<br />
|-<br />
|City Branding information||http://citybranding.typepad.com/||[http://citybranding.typepad.com/city-branding/place-branding/]<br />
|-<br />
|Birmingham's marketing model||http://www.marketingbirmingham.com/||[http://www.marketingbirmingham.com/]<br />
|-<br />
||Cities and Regions Marketing model and Best Practicies||http://www.marketing-territorial.org/||[http://www.marketing-territorial.org/pages/Place_branding_and_marketing_english_readers-1634067.html/]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Videos
Videos
2017-11-20T15:16:44Z
<p>Wikieditor: </p>
<hr />
<div><br />
== Videos by experts ==<br />
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{| class="wikitable alternance centre"<br />
|-<br />
!scope="row" | Experts <br />
|-<br />
! scope="row" | [[Experts#Jose Filipe Torres|Jose Filipe Torres]] <br />
| [https://www.youtube.com/watch?v=reUjs_vjqWw '''''José Torres Talks Nation Branding at Harvard University''' (Harvard University, USA, 2016)'']<br />
CEO, José Filipe Torres, speaks at Harvard University about Bloom Consulting's nation branding strategies and the Abraham Path Initiative. Torres explains the process of branding the world's difficult regions such as in the Middle East, and how best to positively change their global perceptions. <br />
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[https://www.youtube.com/watch?v=sONMwK5f_94 '''''Latin American countries-Ideas and recommendations for Country Branding''' (Berlin International Economics Congress, 2011) '']<br />
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During the Berlin International Economics Congress, José Torres delivers a speech about the way how countries communicate and the impact on their economy. "With a lot of countries, comes a lot of brands, and with a lot of brands, comes a lot of mistakes.” This video is an excellent introduction to the common mistakes that countries do when they develop country brand strategies. Mr Torres illustrates his speech with examples of countries explaining how they did it and what they did wrong.<br />
|-<br />
! scope="row" | [[Experts#Morgan, Nigel|Nigel Morgan]]<br />
|[https://www.youtube.com/watch?v=wHCBPR6_0-0 '''''Managing Place Reputations in an Age of Paradigm Shift''' (Forum on Cultural Diplomacy in the Commonwealth in London, 2014)'']<br />
At the Forum on Cultural Diplomacy in the Commonwealth, Mr Morgan defines the relationship between tourism, culture and public diplomacy. The main challenge that places are facing, in particular small countries, is how they can try to influence and change for the better their destination or their place reputation. And, one of the most powerful ways to know about reputation is “what people say about you or your place when you are not in the room.” If you want to know more about Place Reputations, you can not miss this video.<br />
|-<br />
! scope="row" | Bruce Turkel<br />
|[https://www.youtube.com/watch?v=Ix5VclWF3Ks '''''Destination Branding''' (DMAI Annual Convention in Seattle, 2012)'']<br />
“If everywhere you go is the same, why go there? Why spend money? Why travel?”. Nowadays, that is the main issue that Mr. Turkel points out.<br />
During his presentation at the Destination Marketing Association International, he explains, through different examples, how it is possible to change this paradigm. It is “All About Them”… An exciting must see video about Destination Branding.<br />
|-<br />
! scope="row" | [[Experts#Simon Anholt|Simon Anholt]]<br />
|[https://www.youtube.com/watch?v=094PjFRAELg '''''Keynote Speech''' (Eurocities in Munich, 2014)''] <br />
Mr. Anholt presented a very insightful key-note speech on destination branding focused on the international perceptions of countries, regions and cities. With historical explanations of the concepts and tales of his personal experience in the field, this is one of Simon Anholt’s must see key-notes, indispensable to understand his views on country branding. <br />
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[http://www.ted.com/talks/simon_anholt_which_country_does_the_most_good_for_the_world?language=en '''''Which country does the most good for the world?''' (TED Salon in Berlin, 2014)'']<br />
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Anholt speaks about all the challenges that countries are facing today and one in particularly: globalization.<br />
In 2005, Simon Anholt launched the Nation Brand Index : a very large study and database about what other people think and perceive about other countries and why. Countries depend enormously on their reputations in order to survive and prosper in the world. If you want to discover what is a "good country" and why we admire them, this video is a must-see.“In order to do well, you need to do good.”<br />
|-<br />
! scope="row" | [[Experts#Freire, Joao R.| Joao Freire]]<br />
| [http://www.culturaldiplomacy.de/mediacenter/index.php?managing-dimensions-for-destination-brand-building-the-case-of-the-algarve-brand '''''Managing Dimensions for Destination Brand Building. The case of the Algarve Brand''' (Institute for Cultural Diplomacy in Berlin, 2011)'']<br />
For Place Branding and Public Diplomacy Journal, Dr. Joao Freire explains the complexity of place branding and how to manage all the dimensions for destination brand building. To illustrate his speech, he uses the example of the Algarve brand, in Portugal and how “the value is in the label”.<br />
|-<br />
! scope="row" | [[Experts#Wally Olins|Wally Olins]]<br />
| [https://www.youtube.com/watch?v=ta9Es6MNrbI '''''The Nation and the Brand and the Nation as a Brand - Part 1,] [https://www.youtube.com/watch?v=h7qr3IwtNlU Part 2,] [https://www.youtube.com/watch?v=gOpBxycMxyY Part 3 and ] [https://www.youtube.com/watch?v=dvrzKxvJwys Part 4 ''''' (''CI Convention in Graz, 2012'') ]<br />
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Mr. Olins brings us a notion of “Legacy Nations” as an explanation of how historical reputation of certain countries gives them a considerable advantage over other countries. Country of Origin effect is deeply analysed by Wally Olins and considered a central asset for a country’s brand. If you want to know how flagship companies and the “made in effect” may affect a country’s reputation, this is a must see video. <br />
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[https://www.youtube.com/watch?v=Bc-N1Upvgr8 '''''Nation Branding''' (Creative Industries Convention in Graz, 2012)'']<br />
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During the Nation Branding Convention in Graz, Mr Olins gives a talk about place branding and nation branding from Historical events to globalization and legacy to illustrate those concepts. “The nation, the place has to compete to get more prosperous. You must see this video if you want to know more about nation and place branding.<br />
|-<br />
! scope="row" | [[Experts#Allan, Malcolm|Malcolm Allan]]<br />
|[https://www.youtube.com/watch?v=FOmTReWYeeU '''''The Role of Culture in City Branding and Lessons for Nation Branding''''' ''(Forum on Cultural Diplomacy in the Commonwealth in London, 2014)'']<br />
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During his lecture, Mr Malcolm talks about the importance to take into account culture and people in brand strategies that, in most of the cases, are ignored by nations. “As a nation you want to be able to bring people in who are sympathetic to your own goals and objectives.” This video is excellent to understand why it is fundamental to address and involve the people of the nations in branding strategies. <br />
|-<br />
! scope="row" | [[Experts#Govers, Robert|Robert Govers]]<br />
|[https://www.youtube.com/watch?v=J_vjd20sU_o '''''Co-working and Place Branding in stable and unstable societies''' (3rd Space World Conference in Utrecht, 2012)'']<br />
Through its clear presentation at the 3rd Space World, Mr Govers illustrates the meaning of the concept “place branding” in all its dimensions and aspects in a globalized world. This presentation must be seen in order to perceive the features of place branding. <br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Rankings_by_City
Rankings by City
2017-11-17T09:47:38Z
<p>Wikieditor: </p>
<hr />
<div>In this page, you can find relevant city brand rankings and how the information is obtained and analyzed. If there are any other rankings that you feel should be included here, please feel free to write about them in the 'discussion' section. <br />
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To find out more information about the companies and individuals involved in these rankings, please go to the [[Experts|Experts]] page.<br />
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==Anholt – Gfk City Brands Index Top 10==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2013 || Position 2015<br />
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| 1 || London || Paris<br />
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| 2 || Sydney || London<br />
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| 3 || Paris || New York<br />
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| 4 || New York || Sydney<br />
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| 5 || Rome || Los Angeles<br />
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| 6 || Washington D.C. || Rome<br />
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| 7 || Los Angeles || Berlin<br />
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| 8 || Toronto || Amsterdam<br />
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| 9 || Vienna || Melbourne<br />
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| 10 || Melbourne || Washington D.C.<br />
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===Anholt – Gfk City Brands Index Methodology===<br />
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The Anholt-GfK City Brands Index (CBISM) measures the power and appeal of each city’s brand image. The study gives a holistic perspective of each city, looking at six key dimensions: <br />
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1. '''Presence''': Based on the city's international status and standing and the global familiarity/knowledge of the city. It also measures the city's global contribution in science, culture and governance.<br />
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2. '''Place''': Exploring people's perceptions about the physical aspect of each city in terms of pleasantness of climate, cleanliness of environment and how attractive its buildings and parks are. <br />
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3. '''Pre-requisites''': Determines how people perceive the basic qualities of the city; whether they are satisfactory, affordable and accommodating, as well as the standard of public amenities such as schools, hospitals, transportation and sports facilities. <br />
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4. '''People''': Reveals whether the inhabitants of the city are perceived as warm and welcoming, whether respondents think it would be easy for them to find and fit into a community that shares their language and culture and whether they would feel safe.<br />
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5. '''Pulse''': Measures the perception that there are interesting things to fill free time with and how exciting the city is perceived to be in regard to new things to discover. <br />
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6. '''Potential''': Measures the perception of economic and educational opportunities within the city, such as how easy it might be to find a job, whether it's a good place to do business or pursue a higher education.<br />
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Recently, the Anholt-GfK City Brands Index (CBI) measured the image and reputation of 50 cities. The table above provides top 10 City Brands according to Anholt-GfK ranking.<br />
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== Resonance – World’s Best City Brands Top 10 ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || London <br />
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| 2 || Singapore <br />
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| 3 || New York <br />
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| 4 || Paris <br />
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| 5 || Sydney <br />
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| 6 || Amsterdam <br />
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| 7 || Los Angeles <br />
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| 8 || Tokyo <br />
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| 9 || San Francisco <br />
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| 10 || Toronto<br />
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=== Resonance – World’s Best City Brands Top 10 Methodology ===<br />
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In the World’s Best City Brands Ranking, Resonance ranks the world’s best city brands using a combination of statistical performance and qualitative evaluations by locals and visitors in 20 different areas that we have grouped into six core categories.<br />
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1. Place: Represents city’s perceived quality of a natural and built environment and atmosphere. <br />
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2. Programming: Represents arts, culture and entertainment programmes and events in a city.<br />
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3. Prosperity: Provides an information about employment, GDP per capita and corporate head offices in a city.<br />
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4. Product: The representation of key institution, attraction and infrastructure in a city. <br />
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5. People: Shows the immigration and diversity rate of a city. <br />
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6. Promotion: The identification of the number of articles, references, overviews and recommendations about a city which could be found online.<br />
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== The Economist –The Global Liveability Ranking ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || Melbourne <br />
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| 2 || Vienna <br />
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| 3 || Vancouver <br />
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| 4 || Toronto <br />
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| 5 || Calgary <br />
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| 6 || Adelaide <br />
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| 7 || Perth <br />
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| 8 || Auckland <br />
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| 9 || Helsinki <br />
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| 10 || Vancouver<br />
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=== The Economist –The Global Liveability Ranking Methodology ===<br />
The Economist Intelligence Unit’s (EIU) created a Global Liveability Ranking, which is published annually. It ranks 140 cities around the world for their urban quality of life based on such factors as: <br />
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1. Stability <br />
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2. Healthcare <br />
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3. Culture and Environment <br />
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4. Education and Infrastructure<br />
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== Monocle –The Most Liveable Cities Index ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || Tokyo <br />
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| 2 || Vienna <br />
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| 3 || Berlin <br />
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| 4 || Munich <br />
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| 5 || Melbourne <br />
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| 6 || Copenhagen <br />
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| 7 || Sydney <br />
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| 8 || Zurich <br />
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| 9 || Hamburg <br />
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| 10 || Madrid <br />
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=== Monocle –The Most Liveable Cities Index ===<br />
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Monocle’s annual Quality of Life Survey provides the list of the liveable cities. To identify top 25 liveable cities are identifies by next factors:<br />
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1. Safety/Crime<br />
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2. International connectivity<br />
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3. Climate/Sunshine<br />
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4. Quality of architecture<br />
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5. Public transport<br />
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6. Tolerance <br />
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7. Environmental issues and access to nature<br />
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8. Urban design<br />
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9. Business Conditions<br />
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10. Pro-active policy developments<br />
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11. Medical care<br />
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== Mercer – Mercer's Quality of Living Ranking ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || Vienna <br />
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| 2 || Zurich <br />
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| 3 || Auckland <br />
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| 4 || Munich <br />
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| 5 || Vancouver <br />
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| 6 || Dusseldorf <br />
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| 7 || Frankfurt <br />
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| 8 || Geneva <br />
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| 9 || Copenhagen <br />
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| 10 || Basel <br />
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=== Mercer – Mercer's Quality of Living Ranking ===<br />
Mercer’s Quality of Living Ranking evaluates living conditions and their aspects in more than 450 cities worldwide. These conditions are analysed according to 39 different factors which are grouped into 10 categories:<br />
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1. Political and social environment - includes such factors as rate of political stability, crime, law enforcement and other related factors which identify the political and social situation in each city.<br />
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2. Economic environment - identifies such factors as currency exchange regulations and banking services in a city.<br />
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3. Socio-cultural environments: includes such factors as media availability and censorship, limitation on personal freedom in a city.<br />
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4. Medical and health considerations - includes medical supplies and services, infectious diseases, sewage, waste disposal, air pollution and more related health and medical factors.<br />
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5. Schools and education - represents the overall standard and availability of international schools in each city.<br />
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6. Public services and transportation - includes electricity, water, public transport, traffic congestion and public services and transportation factors in each city.<br />
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7. Recreation - includes such factors as restaurants, theatres, cinemas, sports and leisure and related factors in each city.<br />
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8. Consumer goods - includes the availability of food/daily consumption items, cars and others within a city.<br />
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9. Housing - stands for rental housing, household appliances, furniture, maintenance services in a city.<br />
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10. Natural environment - stands for climate and record of natural disasters in a city. <br />
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The scores attributed to each factor from every category are weighted to reflect their importance to expatriates, with the main objective to identify the comparison between each city.<br />
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== Momentum – City Momentum Index ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || Bangalore <br />
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| 2 || Ho Chi Minh <br />
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| 3 || Silicon Valley <br />
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| 4 || Shanghai <br />
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| 5 || Hyderabad <br />
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| 6 || London <br />
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| 7 || Austin <br />
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| 8 || Hanoi <br />
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| 9 || Boston <br />
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| 10 || Nairobi <br />
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=== Momentum – City Momentum Index ===<br />
The Index tracks the speed of change of a city's economy and commercial real estate market. It covers 134 major established and emerging business centre and identifies cities that have the potential to maintain the greatest dynamism over the short and long term. The rankings are based on 42 factors which are grouped into 3 main categories: <br />
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1. Short-Term Momentum - includes Economic Output, Retail Sales, Population, Air Connectivity, Corporate HQs, FDI. <br />
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2. Commercial Real Estate Momentum - includes Construction, Absorption, Rice, Offices, Retail, Hotels, Investment Transactions, Transparency.<br />
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3. Long-Term Fundamentals - includes Higher Education Infrastructure, Innovation Capability, International Patent Application, Technology Firms, Environmental Quality.<br />
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== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2017 <br />
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| 1 || London <br />
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| 2 || New York <br />
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| 3 || Tokyo <br />
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| 4 || Paris <br />
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| 5 || Singapore <br />
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| 6 || Seoul <br />
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| 7 || Hong Kong <br />
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| 8 || Amsterdam <br />
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| 9 || Berlin <br />
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| 10 || Vienna <br />
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=== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ===<br />
The Global Power City Index created with the collaboration between Institute for Urban Strategies and The Mori Memorial Foundation for its research selects 44 world’s leading cities, so their global comprehensive power evaluated based on the following dimensions: <br />
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1. Economy <br />
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2. Research and Development <br />
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3.Cultural Interaction <br />
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4. Livability <br />
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5. Environment <br />
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6. Accessibility<br />
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Also, it identifies five main actors who lead the urban activities in their cities – Manager, Researcher, Artist, Visitor, and Resident), therefore providing complete views of the cities.<br />
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== Reputation Institute – City RepTrak ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Position 2016 <br />
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| 1 || Sydney <br />
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| 2 || Vienna <br />
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| 3 || Zurich <br />
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| 4 || Toronto <br />
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| 5 || Stockholm <br />
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| 6 || Edinburgh <br />
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| 7 || Montreal <br />
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| 8 || Rome <br />
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| 9 || Vancouver <br />
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| 10 || Copenhagen <br />
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=== Reputation Institute – City RepTrak ===<br />
City RepTrak is a global survey in which participates more than 23,000 consumers from the G8 countries, which ranks the world’s 56 most reputable cities based on such aspects as trust, esteem, admiration and respect. Perceptions regarding 13 aspects are grouped into 3 dimensions: <br />
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1. Advanced Economy – the economic environment and situation of a city.<br />
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2. Effective Government – the political situation and performance of a local government<br />
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3. Appealing Environment – the overall environment which makes the city appealing to make it the best place to live.<br />
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Cities with strong reputations are perceived positively in all three dimensions.<br />
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== Bloom Consulting –The Digital City Index’17 ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Tourism <br />
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| 1 || London<br />
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| 2 || Barcelona<br />
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| 3 || Paris <br />
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| 4 || Amsterdam<br />
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| 5 || Rome<br />
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| 6 || Berlin<br />
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| 7 || Prague<br />
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| 8 || Madrid <br />
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| 9 || Munich<br />
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| 10 || Vienna<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
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! || Investment <br />
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| 1 || London<br />
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| 2 || Berlin<br />
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| 3 || Paris <br />
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| 4 || Barcelona <br />
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| 5 || Amsterdam <br />
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| 6 || Zurich <br />
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| 7 || Rome<br />
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| 8 || Madrid <br />
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| 9 || Munich<br />
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| 10 || Vienna<br />
|}<br />
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=== Bloom Consulting - Digital City Index 2017 Methodology ===<br />
<br />
The '''Digital City Index''' complies the measurement of the total amount of searches performed by all worldwide citizens towards any given city. All thanks to a proprietary software called '''Digital Demand – D2©<br />
'''<br />
A Digital City is a city that has triggered proactive interest from different Stakeholders in the Digital world. This definition was presented by Bloom Consulting after determining through its own research and other sources such as Google Intelligence that today, when someone searches for information about a city, one of the main sources of information is a “search engine”. The act of “searching” can be triggered by something one may have read in a newspaper, heard in a conversation or simply out of curiosity. <br />
<br />
The objective of this City Index is to provide the least subjective results possible, therefore the City Index Methodology is based solely on search volume in each of the 3 Dimensions;<br />
<br />
- Tourism <br />
<br />
- Investment<br />
<br />
- Talent<br />
<br />
Social Media is excluded from the analysis as this Index measures the “consequence,” not the “cause” of what has<br />
triggered the proactive interest towards any given city. So, the searches that are produced show the real appeal of the city. <br />
<br />
Inside each Dimension there are 9 “Brandtag Families” <br />
<br />
- Talent - Work, Live, Study<br />
<br />
- Investment- Business Environment, Strategic Sectors, Socio Economics Factors<br />
<br />
- Tourism- Generic Information, Accommodation, Touristic Information <br />
<br />
Within these there are 112 “brandtags” that include nearly 140 million keyword combinations. All together, these are responsible for the collection of around 260 million valid search results. <br />
<br />
The position of each city is determined by the total number of searches performed within each Dimension. <br />
<br />
Using the Digital Demand – D2© software, Bloom Consulting applies a qualitative input to the data by attributing a maximum weight to each Dimension; therefore, if City A has 5 times more searches for Tourism than City B, but then has less searches in Talent then City A will not score higher in the Index.</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Rankings_by_City
Rankings by City
2017-11-17T09:45:56Z
<p>Wikieditor: /* Bloom Consulting - Digital City Index 2017 Methodology */</p>
<hr />
<div>In this page, you can find relevant city brand rankings and how the information is obtained and analyzed. If there are any other rankings that you feel should be included here, please feel free to write about them in the 'discussion' section. <br />
<br />
To find out more information about the companies and individuals involved in these rankings, please go to the [[Experts|Experts]] page.<br />
<br />
<br />
==Anholt – Gfk City Brands Index Top 10==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2013 || Position 2015<br />
|-<br />
| 1 || London || Paris<br />
|-<br />
| 2 || Sydney || London<br />
|-<br />
| 3 || Paris || New York<br />
|-<br />
| 4 || New York || Sydney<br />
|-<br />
| 5 || Rome || Los Angeles<br />
|-<br />
| 6 || Washington D.C. || Rome<br />
|-<br />
| 7 || Los Angeles || Berlin<br />
|-<br />
| 8 || Toronto || Amsterdam<br />
|-<br />
| 9 || Vienna || Melbourne<br />
|-<br />
| 10 || Melbourne || Washington D.C.<br />
|}<br />
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===Anholt – Gfk City Brands Index Methodology===<br />
<br />
The Anholt-GfK City Brands Index (CBISM) measures the power and appeal of each city’s brand image. The study gives a holistic perspective of each city, looking at six key dimensions: <br />
<br />
1. '''Presence''': Based on the city's international status and standing and the global familiarity/knowledge of the city. It also measures the city's global contribution in science, culture and governance.<br />
<br />
2. '''Place''': Exploring people's perceptions about the physical aspect of each city in terms of pleasantness of climate, cleanliness of environment and how attractive its buildings and parks are. <br />
<br />
3. '''Pre-requisites''': Determines how people perceive the basic qualities of the city; whether they are satisfactory, affordable and accommodating, as well as the standard of public amenities such as schools, hospitals, transportation and sports facilities. <br />
<br />
4. '''People''': Reveals whether the inhabitants of the city are perceived as warm and welcoming, whether respondents think it would be easy for them to find and fit into a community that shares their language and culture and whether they would feel safe.<br />
<br />
5. '''Pulse''': Measures the perception that there are interesting things to fill free time with and how exciting the city is perceived to be in regard to new things to discover. <br />
<br />
6. '''Potential''': Measures the perception of economic and educational opportunities within the city, such as how easy it might be to find a job, whether it's a good place to do business or pursue a higher education.<br />
<br />
Recently, the Anholt-GfK City Brands Index (CBI) measured the image and reputation of 50 cities. The table above provides top 10 City Brands according to Anholt-GfK ranking.<br />
<br />
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== Resonance – World’s Best City Brands Top 10 ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || Singapore <br />
|-<br />
| 3 || New York <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Sydney <br />
|-<br />
| 6 || Amsterdam <br />
|-<br />
| 7 || Los Angeles <br />
|-<br />
| 8 || Tokyo <br />
|-<br />
| 9 || San Francisco <br />
|-<br />
| 10 || Toronto<br />
|}<br />
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=== Resonance – World’s Best City Brands Top 10 Methodology ===<br />
<br />
In the World’s Best City Brands Ranking, Resonance ranks the world’s best city brands using a combination of statistical performance and qualitative evaluations by locals and visitors in 20 different areas that we have grouped into six core categories.<br />
<br />
1. Place: Represents city’s perceived quality of a natural and built environment and atmosphere. <br />
<br />
2. Programming: Represents arts, culture and entertainment programmes and events in a city.<br />
<br />
3. Prosperity: Provides an information about employment, GDP per capita and corporate head offices in a city.<br />
<br />
4. Product: The representation of key institution, attraction and infrastructure in a city. <br />
<br />
5. People: Shows the immigration and diversity rate of a city. <br />
<br />
6. Promotion: The identification of the number of articles, references, overviews and recommendations about a city which could be found online.<br />
<br />
== The Economist –The Global Liveability Ranking ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Melbourne <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Vancouver <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Calgary <br />
|-<br />
| 6 || Adelaide <br />
|-<br />
| 7 || Perth <br />
|-<br />
| 8 || Auckland <br />
|-<br />
| 9 || Helsinki <br />
|-<br />
| 10 || Vancouver<br />
|}<br />
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=== The Economist –The Global Liveability Ranking Methodology ===<br />
The Economist Intelligence Unit’s (EIU) created a Global Liveability Ranking, which is published annually. It ranks 140 cities around the world for their urban quality of life based on such factors as: <br />
<br />
1. Stability <br />
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2. Healthcare <br />
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3. Culture and Environment <br />
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4. Education and Infrastructure<br />
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== Monocle –The Most Liveable Cities Index ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Tokyo <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Berlin <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Melbourne <br />
|-<br />
| 6 || Copenhagen <br />
|-<br />
| 7 || Sydney <br />
|-<br />
| 8 || Zurich <br />
|-<br />
| 9 || Hamburg <br />
|-<br />
| 10 || Madrid <br />
|}<br />
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=== Monocle –The Most Liveable Cities Index ===<br />
<br />
Monocle’s annual Quality of Life Survey provides the list of the liveable cities. To identify top 25 liveable cities are identifies by next factors:<br />
<br />
1. Safety/Crime<br />
<br />
2. International connectivity<br />
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3. Climate/Sunshine<br />
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4. Quality of architecture<br />
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5. Public transport<br />
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6. Tolerance <br />
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7. Environmental issues and access to nature<br />
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8. Urban design<br />
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9. Business Conditions<br />
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10. Pro-active policy developments<br />
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11. Medical care<br />
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== Mercer – Mercer's Quality of Living Ranking ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Vienna <br />
|-<br />
| 2 || Zurich <br />
|-<br />
| 3 || Auckland <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Vancouver <br />
|-<br />
| 6 || Dusseldorf <br />
|-<br />
| 7 || Frankfurt <br />
|-<br />
| 8 || Geneva <br />
|-<br />
| 9 || Copenhagen <br />
|-<br />
| 10 || Basel <br />
|}<br />
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=== Mercer – Mercer's Quality of Living Ranking ===<br />
Mercer’s Quality of Living Ranking evaluates living conditions and their aspects in more than 450 cities worldwide. These conditions are analysed according to 39 different factors which are grouped into 10 categories:<br />
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1. Political and social environment - includes such factors as rate of political stability, crime, law enforcement and other related factors which identify the political and social situation in each city.<br />
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2. Economic environment - identifies such factors as currency exchange regulations and banking services in a city.<br />
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3. Socio-cultural environments: includes such factors as media availability and censorship, limitation on personal freedom in a city.<br />
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4. Medical and health considerations - includes medical supplies and services, infectious diseases, sewage, waste disposal, air pollution and more related health and medical factors.<br />
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5. Schools and education - represents the overall standard and availability of international schools in each city.<br />
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6. Public services and transportation - includes electricity, water, public transport, traffic congestion and public services and transportation factors in each city.<br />
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7. Recreation - includes such factors as restaurants, theatres, cinemas, sports and leisure and related factors in each city.<br />
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8. Consumer goods - includes the availability of food/daily consumption items, cars and others within a city.<br />
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9. Housing - stands for rental housing, household appliances, furniture, maintenance services in a city.<br />
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10. Natural environment - stands for climate and record of natural disasters in a city. <br />
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The scores attributed to each factor from every category are weighted to reflect their importance to expatriates, with the main objective to identify the comparison between each city.<br />
<br />
== Momentum – City Momentum Index ==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Bangalore <br />
|-<br />
| 2 || Ho Chi Minh <br />
|-<br />
| 3 || Silicon Valley <br />
|-<br />
| 4 || Shanghai <br />
|-<br />
| 5 || Hyderabad <br />
|-<br />
| 6 || London <br />
|-<br />
| 7 || Austin <br />
|-<br />
| 8 || Hanoi <br />
|-<br />
| 9 || Boston <br />
|-<br />
| 10 || Nairobi <br />
|}<br />
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=== Momentum – City Momentum Index ===<br />
The Index tracks the speed of change of a city's economy and commercial real estate market. It covers 134 major established and emerging business centre and identifies cities that have the potential to maintain the greatest dynamism over the short and long term. The rankings are based on 42 factors which are grouped into 3 main categories: <br />
<br />
1. Short-Term Momentum - includes Economic Output, Retail Sales, Population, Air Connectivity, Corporate HQs, FDI. <br />
<br />
2. Commercial Real Estate Momentum - includes Construction, Absorption, Rice, Offices, Retail, Hotels, Investment Transactions, Transparency.<br />
<br />
3. Long-Term Fundamentals - includes Higher Education Infrastructure, Innovation Capability, International Patent Application, Technology Firms, Environmental Quality.<br />
<br />
== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ==<br />
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<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || New York <br />
|-<br />
| 3 || Tokyo <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Singapore <br />
|-<br />
| 6 || Seoul <br />
|-<br />
| 7 || Hong Kong <br />
|-<br />
| 8 || Amsterdam <br />
|-<br />
| 9 || Berlin <br />
|-<br />
| 10 || Vienna <br />
|}<br />
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=== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ===<br />
The Global Power City Index created with the collaboration between Institute for Urban Strategies and The Mori Memorial Foundation for its research selects 44 world’s leading cities, so their global comprehensive power evaluated based on the following dimensions: <br />
<br />
1. Economy <br />
<br />
2. Research and Development <br />
<br />
3.Cultural Interaction <br />
<br />
4. Livability <br />
<br />
5. Environment <br />
<br />
6. Accessibility<br />
<br />
Also, it identifies five main actors who lead the urban activities in their cities – Manager, Researcher, Artist, Visitor, and Resident), therefore providing complete views of the cities.<br />
<br />
== Reputation Institute – City RepTrak ==<br />
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<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2016 <br />
|-<br />
| 1 || Sydney <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Zurich <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Stockholm <br />
|-<br />
| 6 || Edinburgh <br />
|-<br />
| 7 || Montreal <br />
|-<br />
| 8 || Rome <br />
|-<br />
| 9 || Vancouver <br />
|-<br />
| 10 || Copenhagen <br />
|}<br />
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=== Reputation Institute – City RepTrak ===<br />
City RepTrak is a global survey in which participates more than 23,000 consumers from the G8 countries, which ranks the world’s 56 most reputable cities based on such aspects as trust, esteem, admiration and respect. Perceptions regarding 13 aspects are grouped into 3 dimensions: <br />
<br />
1. Advanced Economy – the economic environment and situation of a city.<br />
<br />
2. Effective Government – the political situation and performance of a local government<br />
<br />
3. Appealing Environment – the overall environment which makes the city appealing to make it the best place to live.<br />
<br />
Cities with strong reputations are perceived positively in all three dimensions.<br />
<br />
== Bloom Consulting –The Digital City Index’17 ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Tourism <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Barcelona<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Amsterdam<br />
|-<br />
| 5 || Rome<br />
|-<br />
| 6 || Berlin<br />
|-<br />
| 7 || Prague<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Investment <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Berlin<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Barcelona <br />
|-<br />
| 5 || Amsterdam <br />
|-<br />
| 6 || Zurich <br />
|-<br />
| 7 || Rome<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}<br />
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<br />
<br />
== Bloom Consulting - Digital City Index 2017 Methodology ==<br />
<br />
The '''Digital City Index''' complies the measurement of the total amount of searches performed by all worldwide citizens towards any given city. All thanks to a proprietary software called '''Digital Demand – D2©<br />
'''<br />
A Digital City is a city that has triggered proactive interest from different Stakeholders in the Digital world. This definition was presented by Bloom Consulting after determining through its own research and other sources such as Google Intelligence that today, when someone searches for information about a city, one of the main sources of information is a “search engine”. The act of “searching” can be triggered by something one may have read in a newspaper, heard in a conversation or simply out of curiosity. <br />
<br />
The objective of this City Index is to provide the least subjective results possible, therefore the City Index Methodology is based solely on search volume in each of the 3 Dimensions;<br />
<br />
- Tourism <br />
<br />
- Investment<br />
<br />
- Talent<br />
<br />
Social Media is excluded from the analysis as this Index measures the “consequence,” not the “cause” of what has<br />
triggered the proactive interest towards any given city. So, the searches that are produced show the real appeal of the city. <br />
<br />
Inside each Dimension there are 9 “Brandtag Families” <br />
<br />
- Talent - Work, Live, Study<br />
<br />
- Investment- Business Environment, Strategic Sectors, Socio Economics Factors<br />
<br />
- Tourism- Generic Information, Accommodation, Touristic Information <br />
<br />
Within these there are 112 “brandtags” that include nearly 140 million keyword combinations. All together, these are responsible for the collection of around 260 million valid search results. <br />
<br />
The position of each city is determined by the total number of searches performed within each Dimension. <br />
<br />
Using the Digital Demand – D2© software, Bloom Consulting applies a qualitative input to the data by attributing a maximum weight to each Dimension; therefore, if City A has 5 times more searches for Tourism than City B, but then has less searches in Talent then City A will not score higher in the Index.</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Rankings_by_City
Rankings by City
2017-11-17T09:44:36Z
<p>Wikieditor: </p>
<hr />
<div>In this page, you can find relevant city brand rankings and how the information is obtained and analyzed. If there are any other rankings that you feel should be included here, please feel free to write about them in the 'discussion' section. <br />
<br />
To find out more information about the companies and individuals involved in these rankings, please go to the [[Experts|Experts]] page.<br />
<br />
<br />
==Anholt – Gfk City Brands Index Top 10==<br />
<br />
<br />
<br />
<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2013 || Position 2015<br />
|-<br />
| 1 || London || Paris<br />
|-<br />
| 2 || Sydney || London<br />
|-<br />
| 3 || Paris || New York<br />
|-<br />
| 4 || New York || Sydney<br />
|-<br />
| 5 || Rome || Los Angeles<br />
|-<br />
| 6 || Washington D.C. || Rome<br />
|-<br />
| 7 || Los Angeles || Berlin<br />
|-<br />
| 8 || Toronto || Amsterdam<br />
|-<br />
| 9 || Vienna || Melbourne<br />
|-<br />
| 10 || Melbourne || Washington D.C.<br />
|}<br />
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<br />
<br />
<br />
<br />
<br />
<br />
===Anholt – Gfk City Brands Index Methodology===<br />
<br />
The Anholt-GfK City Brands Index (CBISM) measures the power and appeal of each city’s brand image. The study gives a holistic perspective of each city, looking at six key dimensions: <br />
<br />
1. '''Presence''': Based on the city's international status and standing and the global familiarity/knowledge of the city. It also measures the city's global contribution in science, culture and governance.<br />
<br />
2. '''Place''': Exploring people's perceptions about the physical aspect of each city in terms of pleasantness of climate, cleanliness of environment and how attractive its buildings and parks are. <br />
<br />
3. '''Pre-requisites''': Determines how people perceive the basic qualities of the city; whether they are satisfactory, affordable and accommodating, as well as the standard of public amenities such as schools, hospitals, transportation and sports facilities. <br />
<br />
4. '''People''': Reveals whether the inhabitants of the city are perceived as warm and welcoming, whether respondents think it would be easy for them to find and fit into a community that shares their language and culture and whether they would feel safe.<br />
<br />
5. '''Pulse''': Measures the perception that there are interesting things to fill free time with and how exciting the city is perceived to be in regard to new things to discover. <br />
<br />
6. '''Potential''': Measures the perception of economic and educational opportunities within the city, such as how easy it might be to find a job, whether it's a good place to do business or pursue a higher education.<br />
<br />
Recently, the Anholt-GfK City Brands Index (CBI) measured the image and reputation of 50 cities. The table above provides top 10 City Brands according to Anholt-GfK ranking.<br />
<br />
<br />
<br />
== Resonance – World’s Best City Brands Top 10 ==<br />
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<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || Singapore <br />
|-<br />
| 3 || New York <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Sydney <br />
|-<br />
| 6 || Amsterdam <br />
|-<br />
| 7 || Los Angeles <br />
|-<br />
| 8 || Tokyo <br />
|-<br />
| 9 || San Francisco <br />
|-<br />
| 10 || Toronto<br />
|}<br />
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=== Resonance – World’s Best City Brands Top 10 Methodology ===<br />
<br />
In the World’s Best City Brands Ranking, Resonance ranks the world’s best city brands using a combination of statistical performance and qualitative evaluations by locals and visitors in 20 different areas that we have grouped into six core categories.<br />
<br />
1. Place: Represents city’s perceived quality of a natural and built environment and atmosphere. <br />
<br />
2. Programming: Represents arts, culture and entertainment programmes and events in a city.<br />
<br />
3. Prosperity: Provides an information about employment, GDP per capita and corporate head offices in a city.<br />
<br />
4. Product: The representation of key institution, attraction and infrastructure in a city. <br />
<br />
5. People: Shows the immigration and diversity rate of a city. <br />
<br />
6. Promotion: The identification of the number of articles, references, overviews and recommendations about a city which could be found online.<br />
<br />
== The Economist –The Global Liveability Ranking ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Melbourne <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Vancouver <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Calgary <br />
|-<br />
| 6 || Adelaide <br />
|-<br />
| 7 || Perth <br />
|-<br />
| 8 || Auckland <br />
|-<br />
| 9 || Helsinki <br />
|-<br />
| 10 || Vancouver<br />
|}<br />
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=== The Economist –The Global Liveability Ranking Methodology ===<br />
The Economist Intelligence Unit’s (EIU) created a Global Liveability Ranking, which is published annually. It ranks 140 cities around the world for their urban quality of life based on such factors as: <br />
<br />
1. Stability <br />
<br />
2. Healthcare <br />
<br />
3. Culture and Environment <br />
<br />
4. Education and Infrastructure<br />
<br />
== Monocle –The Most Liveable Cities Index ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Tokyo <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Berlin <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Melbourne <br />
|-<br />
| 6 || Copenhagen <br />
|-<br />
| 7 || Sydney <br />
|-<br />
| 8 || Zurich <br />
|-<br />
| 9 || Hamburg <br />
|-<br />
| 10 || Madrid <br />
|}<br />
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=== Monocle –The Most Liveable Cities Index ===<br />
<br />
Monocle’s annual Quality of Life Survey provides the list of the liveable cities. To identify top 25 liveable cities are identifies by next factors:<br />
<br />
1. Safety/Crime<br />
<br />
2. International connectivity<br />
<br />
3. Climate/Sunshine<br />
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4. Quality of architecture<br />
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5. Public transport<br />
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6. Tolerance <br />
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7. Environmental issues and access to nature<br />
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8. Urban design<br />
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9. Business Conditions<br />
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10. Pro-active policy developments<br />
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11. Medical care<br />
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== Mercer – Mercer's Quality of Living Ranking ==<br />
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<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Vienna <br />
|-<br />
| 2 || Zurich <br />
|-<br />
| 3 || Auckland <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Vancouver <br />
|-<br />
| 6 || Dusseldorf <br />
|-<br />
| 7 || Frankfurt <br />
|-<br />
| 8 || Geneva <br />
|-<br />
| 9 || Copenhagen <br />
|-<br />
| 10 || Basel <br />
|}<br />
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=== Mercer – Mercer's Quality of Living Ranking ===<br />
Mercer’s Quality of Living Ranking evaluates living conditions and their aspects in more than 450 cities worldwide. These conditions are analysed according to 39 different factors which are grouped into 10 categories:<br />
<br />
1. Political and social environment - includes such factors as rate of political stability, crime, law enforcement and other related factors which identify the political and social situation in each city.<br />
<br />
2. Economic environment - identifies such factors as currency exchange regulations and banking services in a city.<br />
<br />
3. Socio-cultural environments: includes such factors as media availability and censorship, limitation on personal freedom in a city.<br />
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4. Medical and health considerations - includes medical supplies and services, infectious diseases, sewage, waste disposal, air pollution and more related health and medical factors.<br />
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5. Schools and education - represents the overall standard and availability of international schools in each city.<br />
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6. Public services and transportation - includes electricity, water, public transport, traffic congestion and public services and transportation factors in each city.<br />
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7. Recreation - includes such factors as restaurants, theatres, cinemas, sports and leisure and related factors in each city.<br />
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8. Consumer goods - includes the availability of food/daily consumption items, cars and others within a city.<br />
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9. Housing - stands for rental housing, household appliances, furniture, maintenance services in a city.<br />
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10. Natural environment - stands for climate and record of natural disasters in a city. <br />
<br />
The scores attributed to each factor from every category are weighted to reflect their importance to expatriates, with the main objective to identify the comparison between each city.<br />
<br />
== Momentum – City Momentum Index ==<br />
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<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Bangalore <br />
|-<br />
| 2 || Ho Chi Minh <br />
|-<br />
| 3 || Silicon Valley <br />
|-<br />
| 4 || Shanghai <br />
|-<br />
| 5 || Hyderabad <br />
|-<br />
| 6 || London <br />
|-<br />
| 7 || Austin <br />
|-<br />
| 8 || Hanoi <br />
|-<br />
| 9 || Boston <br />
|-<br />
| 10 || Nairobi <br />
|}<br />
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=== Momentum – City Momentum Index ===<br />
The Index tracks the speed of change of a city's economy and commercial real estate market. It covers 134 major established and emerging business centre and identifies cities that have the potential to maintain the greatest dynamism over the short and long term. The rankings are based on 42 factors which are grouped into 3 main categories: <br />
<br />
1. Short-Term Momentum - includes Economic Output, Retail Sales, Population, Air Connectivity, Corporate HQs, FDI. <br />
<br />
2. Commercial Real Estate Momentum - includes Construction, Absorption, Rice, Offices, Retail, Hotels, Investment Transactions, Transparency.<br />
<br />
3. Long-Term Fundamentals - includes Higher Education Infrastructure, Innovation Capability, International Patent Application, Technology Firms, Environmental Quality.<br />
<br />
== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || New York <br />
|-<br />
| 3 || Tokyo <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Singapore <br />
|-<br />
| 6 || Seoul <br />
|-<br />
| 7 || Hong Kong <br />
|-<br />
| 8 || Amsterdam <br />
|-<br />
| 9 || Berlin <br />
|-<br />
| 10 || Vienna <br />
|}<br />
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=== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ===<br />
The Global Power City Index created with the collaboration between Institute for Urban Strategies and The Mori Memorial Foundation for its research selects 44 world’s leading cities, so their global comprehensive power evaluated based on the following dimensions: <br />
<br />
1. Economy <br />
<br />
2. Research and Development <br />
<br />
3.Cultural Interaction <br />
<br />
4. Livability <br />
<br />
5. Environment <br />
<br />
6. Accessibility<br />
<br />
Also, it identifies five main actors who lead the urban activities in their cities – Manager, Researcher, Artist, Visitor, and Resident), therefore providing complete views of the cities.<br />
<br />
== Reputation Institute – City RepTrak ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2016 <br />
|-<br />
| 1 || Sydney <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Zurich <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Stockholm <br />
|-<br />
| 6 || Edinburgh <br />
|-<br />
| 7 || Montreal <br />
|-<br />
| 8 || Rome <br />
|-<br />
| 9 || Vancouver <br />
|-<br />
| 10 || Copenhagen <br />
|}<br />
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=== Reputation Institute – City RepTrak ===<br />
City RepTrak is a global survey in which participates more than 23,000 consumers from the G8 countries, which ranks the world’s 56 most reputable cities based on such aspects as trust, esteem, admiration and respect. Perceptions regarding 13 aspects are grouped into 3 dimensions: <br />
<br />
1. Advanced Economy – the economic environment and situation of a city.<br />
<br />
2. Effective Government – the political situation and performance of a local government<br />
<br />
3. Appealing Environment – the overall environment which makes the city appealing to make it the best place to live.<br />
<br />
Cities with strong reputations are perceived positively in all three dimensions.<br />
<br />
== Bloom Consulting –The Digital City Index’17 ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Tourism <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Barcelona<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Amsterdam<br />
|-<br />
| 5 || Rome<br />
|-<br />
| 6 || Berlin<br />
|-<br />
| 7 || Prague<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Investment <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Berlin<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Barcelona <br />
|-<br />
| 5 || Amsterdam <br />
|-<br />
| 6 || Zurich <br />
|-<br />
| 7 || Rome<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}<br />
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== Bloom Consulting - Digital City Index 2017 Methodology ==<br />
<br />
The '''Digital City Index''' complies the measurement of the total amount of searches performed by all worldwide citizens towards any given city. All thanks to a proprietary software called '''Digital Demand – D2©<br />
'''<br />
A Digital City is a city that has triggered proactive interest from different Stakeholders in the Digital world. This definition was presented by Bloom Consulting after determining through its own research and other sources such as Google Intelligence that today, when someone searches for information about a city, one of the main sources of information is a “search engine”. The act of “searching” can be triggered by something one may have read in a newspaper, heard in a conversation or simply out of curiosity. <br />
<br />
The objective of this City Index is to provide the least subjective results possible, therefore the City Index Methodology is based solely on search volume in each of the 3 Dimensions;<br />
<br />
- Tourism <br />
- Investment<br />
- Talent<br />
<br />
Social Media is excluded from the analysis as this Index measures the “consequence,” not the “cause” of what has<br />
triggered the proactive interest towards any given city. So, the searches that are produced show the real appeal of the city. <br />
<br />
Inside each Dimension there are 9 “Brandtag Families” <br />
<br />
- Talent - Work, Live, Study<br />
<br />
- Investment- Business Environment, Strategic Sectors, Socio Economics Factors<br />
<br />
- Tourism- Generic Information, Accommodation, Touristic Information <br />
<br />
Within these there are 112 “brandtags” that include nearly 140 million keyword combinations. All together, these are responsible for the collection of around 260 million valid search results. <br />
<br />
The position of each city is determined by the total number of searches performed within each Dimension. <br />
<br />
Using the Digital Demand – D2© software, Bloom Consulting applies a qualitative input to the data by attributing a maximum weight to each Dimension; therefore, if City A has 5 times more searches for Tourism than City B, but then has less searches in Talent then City A will not score higher in the Index.</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Rankings_by_City
Rankings by City
2017-11-17T09:19:57Z
<p>Wikieditor: </p>
<hr />
<div>In this page, you can find relevant city brand rankings and how the information is obtained and analyzed. If there are any other rankings that you feel should be included here, please feel free to write about them in the 'discussion' section. <br />
<br />
To find out more information about the companies and individuals involved in these rankings, please go to the [[Experts|Experts]] page.<br />
<br />
<br />
==Anholt – Gfk City Brands Index Top 10==<br />
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{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2013 || Position 2015<br />
|-<br />
| 1 || London || Paris<br />
|-<br />
| 2 || Sydney || London<br />
|-<br />
| 3 || Paris || New York<br />
|-<br />
| 4 || New York || Sydney<br />
|-<br />
| 5 || Rome || Los Angeles<br />
|-<br />
| 6 || Washington D.C. || Rome<br />
|-<br />
| 7 || Los Angeles || Berlin<br />
|-<br />
| 8 || Toronto || Amsterdam<br />
|-<br />
| 9 || Vienna || Melbourne<br />
|-<br />
| 10 || Melbourne || Washington D.C.<br />
|}<br />
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===Anholt – Gfk City Brands Index Methodology===<br />
<br />
The Anholt-GfK City Brands Index (CBISM) measures the power and appeal of each city’s brand image. The study gives a holistic perspective of each city, looking at six key dimensions: <br />
<br />
1. '''Presence''': Based on the city's international status and standing and the global familiarity/knowledge of the city. It also measures the city's global contribution in science, culture and governance.<br />
<br />
2. '''Place''': Exploring people's perceptions about the physical aspect of each city in terms of pleasantness of climate, cleanliness of environment and how attractive its buildings and parks are. <br />
<br />
3. '''Pre-requisites''': Determines how people perceive the basic qualities of the city; whether they are satisfactory, affordable and accommodating, as well as the standard of public amenities such as schools, hospitals, transportation and sports facilities. <br />
<br />
4. '''People''': Reveals whether the inhabitants of the city are perceived as warm and welcoming, whether respondents think it would be easy for them to find and fit into a community that shares their language and culture and whether they would feel safe.<br />
<br />
5. '''Pulse''': Measures the perception that there are interesting things to fill free time with and how exciting the city is perceived to be in regard to new things to discover. <br />
<br />
6. '''Potential''': Measures the perception of economic and educational opportunities within the city, such as how easy it might be to find a job, whether it's a good place to do business or pursue a higher education.<br />
<br />
Recently, the Anholt-GfK City Brands Index (CBI) measured the image and reputation of 50 cities. The table above provides top 10 City Brands according to Anholt-GfK ranking.<br />
<br />
<br />
<br />
== Resonance – World’s Best City Brands Top 10 ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || Singapore <br />
|-<br />
| 3 || New York <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Sydney <br />
|-<br />
| 6 || Amsterdam <br />
|-<br />
| 7 || Los Angeles <br />
|-<br />
| 8 || Tokyo <br />
|-<br />
| 9 || San Francisco <br />
|-<br />
| 10 || Toronto<br />
|}<br />
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<br />
=== Resonance – World’s Best City Brands Top 10 Methodology ===<br />
<br />
In the World’s Best City Brands Ranking, Resonance ranks the world’s best city brands using a combination of statistical performance and qualitative evaluations by locals and visitors in 20 different areas that we have grouped into six core categories.<br />
<br />
1. Place: Represents city’s perceived quality of a natural and built environment and atmosphere. <br />
<br />
2. Programming: Represents arts, culture and entertainment programmes and events in a city.<br />
<br />
3. Prosperity: Provides an information about employment, GDP per capita and corporate head offices in a city.<br />
<br />
4. Product: The representation of key institution, attraction and infrastructure in a city. <br />
<br />
5. People: Shows the immigration and diversity rate of a city. <br />
<br />
6. Promotion: The identification of the number of articles, references, overviews and recommendations about a city which could be found online.<br />
<br />
== The Economist –The Global Liveability Ranking ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Melbourne <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Vancouver <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Calgary <br />
|-<br />
| 6 || Adelaide <br />
|-<br />
| 7 || Perth <br />
|-<br />
| 8 || Auckland <br />
|-<br />
| 9 || Helsinki <br />
|-<br />
| 10 || Vancouver<br />
|}<br />
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<br />
<br />
<br />
<br />
<br />
=== The Economist –The Global Liveability Ranking Methodology ===<br />
The Economist Intelligence Unit’s (EIU) created a Global Liveability Ranking, which is published annually. It ranks 140 cities around the world for their urban quality of life based on such factors as: <br />
<br />
1. Stability <br />
<br />
2. Healthcare <br />
<br />
3. Culture and Environment <br />
<br />
4. Education and Infrastructure<br />
<br />
== Monocle –The Most Liveable Cities Index ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Tokyo <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Berlin <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Melbourne <br />
|-<br />
| 6 || Copenhagen <br />
|-<br />
| 7 || Sydney <br />
|-<br />
| 8 || Zurich <br />
|-<br />
| 9 || Hamburg <br />
|-<br />
| 10 || Madrid <br />
|}<br />
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<br />
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<br />
<br />
<br />
<br />
=== Monocle –The Most Liveable Cities Index ===<br />
<br />
Monocle’s annual Quality of Life Survey provides the list of the liveable cities. To identify top 25 liveable cities are identifies by next factors:<br />
<br />
1. Safety/Crime<br />
<br />
2. International connectivity<br />
<br />
3. Climate/Sunshine<br />
<br />
4. Quality of architecture<br />
<br />
5. Public transport<br />
<br />
6. Tolerance <br />
<br />
7. Environmental issues and access to nature<br />
<br />
8. Urban design<br />
<br />
9. Business Conditions<br />
<br />
10. Pro-active policy developments<br />
<br />
11. Medical care<br />
<br />
== Mercer – Mercer's Quality of Living Ranking ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Vienna <br />
|-<br />
| 2 || Zurich <br />
|-<br />
| 3 || Auckland <br />
|-<br />
| 4 || Munich <br />
|-<br />
| 5 || Vancouver <br />
|-<br />
| 6 || Dusseldorf <br />
|-<br />
| 7 || Frankfurt <br />
|-<br />
| 8 || Geneva <br />
|-<br />
| 9 || Copenhagen <br />
|-<br />
| 10 || Basel <br />
|}<br />
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<br />
=== Mercer – Mercer's Quality of Living Ranking ===<br />
Mercer’s Quality of Living Ranking evaluates living conditions and their aspects in more than 450 cities worldwide. These conditions are analysed according to 39 different factors which are grouped into 10 categories:<br />
<br />
1. Political and social environment - includes such factors as rate of political stability, crime, law enforcement and other related factors which identify the political and social situation in each city.<br />
<br />
2. Economic environment - identifies such factors as currency exchange regulations and banking services in a city.<br />
<br />
3. Socio-cultural environments: includes such factors as media availability and censorship, limitation on personal freedom in a city.<br />
<br />
4. Medical and health considerations - includes medical supplies and services, infectious diseases, sewage, waste disposal, air pollution and more related health and medical factors.<br />
<br />
5. Schools and education - represents the overall standard and availability of international schools in each city.<br />
<br />
6. Public services and transportation - includes electricity, water, public transport, traffic congestion and public services and transportation factors in each city.<br />
<br />
7. Recreation - includes such factors as restaurants, theatres, cinemas, sports and leisure and related factors in each city.<br />
<br />
8. Consumer goods - includes the availability of food/daily consumption items, cars and others within a city.<br />
<br />
9. Housing - stands for rental housing, household appliances, furniture, maintenance services in a city.<br />
<br />
10. Natural environment - stands for climate and record of natural disasters in a city. <br />
<br />
The scores attributed to each factor from every category are weighted to reflect their importance to expatriates, with the main objective to identify the comparison between each city.<br />
<br />
== Momentum – City Momentum Index ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || Bangalore <br />
|-<br />
| 2 || Ho Chi Minh <br />
|-<br />
| 3 || Silicon Valley <br />
|-<br />
| 4 || Shanghai <br />
|-<br />
| 5 || Hyderabad <br />
|-<br />
| 6 || London <br />
|-<br />
| 7 || Austin <br />
|-<br />
| 8 || Hanoi <br />
|-<br />
| 9 || Boston <br />
|-<br />
| 10 || Nairobi <br />
|}<br />
<br />
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<br />
<br />
<br />
<br />
<br />
=== Momentum – City Momentum Index ===<br />
The Index tracks the speed of change of a city's economy and commercial real estate market. It covers 134 major established and emerging business centre and identifies cities that have the potential to maintain the greatest dynamism over the short and long term. The rankings are based on 42 factors which are grouped into 3 main categories: <br />
<br />
1. Short-Term Momentum - includes Economic Output, Retail Sales, Population, Air Connectivity, Corporate HQs, FDI. <br />
<br />
2. Commercial Real Estate Momentum - includes Construction, Absorption, Rice, Offices, Retail, Hotels, Investment Transactions, Transparency.<br />
<br />
3. Long-Term Fundamentals - includes Higher Education Infrastructure, Innovation Capability, International Patent Application, Technology Firms, Environmental Quality.<br />
<br />
== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2017 <br />
|-<br />
| 1 || London <br />
|-<br />
| 2 || New York <br />
|-<br />
| 3 || Tokyo <br />
|-<br />
| 4 || Paris <br />
|-<br />
| 5 || Singapore <br />
|-<br />
| 6 || Seoul <br />
|-<br />
| 7 || Hong Kong <br />
|-<br />
| 8 || Amsterdam <br />
|-<br />
| 9 || Berlin <br />
|-<br />
| 10 || Vienna <br />
|}<br />
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<br />
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<br />
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<br />
<br />
<br />
=== Institute for Urban Strategies/The Mori Memorial Foundation – Global Power City Index ===<br />
The Global Power City Index created with the collaboration between Institute for Urban Strategies and The Mori Memorial Foundation for its research selects 44 world’s leading cities, so their global comprehensive power evaluated based on the following dimensions: <br />
<br />
1. Economy <br />
<br />
2. Research and Development <br />
<br />
3.Cultural Interaction <br />
<br />
4. Livability <br />
<br />
5. Environment <br />
<br />
6. Accessibility<br />
<br />
Also, it identifies five main actors who lead the urban activities in their cities – Manager, Researcher, Artist, Visitor, and Resident), therefore providing complete views of the cities.<br />
<br />
== Reputation Institute – City RepTrak ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Position 2016 <br />
|-<br />
| 1 || Sydney <br />
|-<br />
| 2 || Vienna <br />
|-<br />
| 3 || Zurich <br />
|-<br />
| 4 || Toronto <br />
|-<br />
| 5 || Stockholm <br />
|-<br />
| 6 || Edinburgh <br />
|-<br />
| 7 || Montreal <br />
|-<br />
| 8 || Rome <br />
|-<br />
| 9 || Vancouver <br />
|-<br />
| 10 || Copenhagen <br />
|}<br />
<br />
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<br />
=== Reputation Institute – City RepTrak ===<br />
City RepTrak is a global survey in which participates more than 23,000 consumers from the G8 countries, which ranks the world’s 56 most reputable cities based on such aspects as trust, esteem, admiration and respect. Perceptions regarding 13 aspects are grouped into 3 dimensions: <br />
<br />
1. Advanced Economy – the economic environment and situation of a city.<br />
<br />
2. Effective Government – the political situation and performance of a local government<br />
<br />
3. Appealing Environment – the overall environment which makes the city appealing to make it the best place to live.<br />
<br />
Cities with strong reputations are perceived positively in all three dimensions.<br />
<br />
== Bloom Consulting –The Digital City Index’17 ==<br />
<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Tourism <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Barcelona<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Amsterdam<br />
|-<br />
| 5 || Rome<br />
|-<br />
| 6 || Berlin<br />
|-<br />
| 7 || Prague<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}<br />
<br />
{| class="wikitable" style="line-height: 0.9em; border:1px #000000;" cellspacing="0" align="left" style="margin-left: 1em; text-align:left;"<br />
|-<br />
|-<br />
! || Investment <br />
|-<br />
| 1 || London<br />
|-<br />
| 2 || Berlin<br />
|-<br />
| 3 || Paris <br />
|-<br />
| 4 || Barcelona <br />
|-<br />
| 5 || Amsterdam <br />
|-<br />
| 6 || Zurich <br />
|-<br />
| 7 || Rome<br />
|-<br />
| 8 || Madrid <br />
|-<br />
| 9 || Munich<br />
|-<br />
| 10 || Vienna<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Research
Research
2017-11-06T11:37:47Z
<p>Wikieditor: /* 2011-present */</p>
<hr />
<div>== Academic Papers ==<br />
<br />
=== 2011-present ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|-<br />
|2017||Zenker, S., Braun, E., and Petersen, S.||Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors.|| ||Tourism Management||58||15-27<br />
|-<br />
||2017||Robert Govers; Nicholas Cull||Place Branding and Public Diplomacy ||Palgrave MacMillan||Palgrave MacMillan||41254 ||Paper<br />
|-<br />
||2014||Zenker, S. and Rütter, N.||Is satisfaction the key? The role of citizen satisfaction, place attachment and place brand attitude on positive citizenship behavior|| ||Cities||38(June)||11-17<br />
|-<br />
|2013||Marcello Assandri||A branding perspective on the global challenges of the EU brand||Marcello Assandri||Educational Research||Article 1||Paper<br />
|-<br />
|2013||Kinga Jentetics||The Creative Aspect of Country Branding - How Music Is Able to Influence the Country Image in Case of Hungary|| ||Content 2 Connect|| || <br />
|-<br />
|2012||Adebola Olakunle Igbekele, Talabi Felix Olajide and Lamidi Ishola Kamorudeen||Rebranding Nigeria: the role of advertising and public relations at correcting Nigeria image||Department of Mass Communication, Rufus Giwa Polytechnic, Owo, Nigeria||Educational Research||Vol 3 (5)||pp 424-428<br />
|-<br />
|2012||Atorough Peter and Martin Andrew||The politics of destination marketing: Assessing stakeholder interaction choice orientations toward a DMO formation, using the Thomas-Kilmann Conflict Mode Instrument||Robert Gordon University, Aberdeen, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||35 - 55<br />
|-<br />
|2012||Bhat Sushma and Gaur Sanjaya S.||Managing diverse stakeholders in the context of destination marketing||School of Business, Faculty of Business and Law, Auckland University of Technology (AUT), Auckland, New Zealand||Worldwide Hospitality and Tourism Themes||Vol. 4 Iss: 2||185 - 202<br />
|-<br />
|2012||Candace L White||Brands and national image: An exploration of inverse country-of-orgin effect||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 110-118<br />
|-<br />
|2012||Fan Ying and Akram Shahani||Country image of Pakistan: A preliminary study||University of Northampton||Forthcoming||||<br />
|-<br />
|2012||Fan Ying||Nation branding: State of the art and future outlooks||University of Northampton||the IPAM International Conference||7 Feb.||Palacio Quintela, Lisbon<br />
|-<br />
|2012||Florian Zach||Partners and Innovation in American Destination Marketing Organizations||Temple University, Philadelphia, PA, USA||Journal of Travel Research Nov2012|| Vol. 51 Iss: 4||pp 412-425<br />
|-<br />
|2012||Iveson Kurt||Branded cities: outdoor advertising, urban governance, and the outdoor media landscape||School of Geosciences, University of Sydney, NSW, Australia||Antipode Jan2012||Vol. 44 Iss: 1||pp 151-174<br />
|-<br />
|2012||Konecnik Ruzzier Maja||The importance of diverse stakeholders in place branding: The case of " I feel Slovenia "||Marketing Department, Faculty of Economics, University of Ljubljana, Slovenia||Anatolia: An International Journal of Tourism & Hospitality Research Apr2012, Vol. 23 Issue 1, p49-60||Vol. 23 Iss: 1||pp 49-60<br />
|-<br />
|2012||Konecnik Ruzzier Maja and Petek Nusa||Country Brand I Feel Slovenia: first response from locals||University of Ljubljana, Faculty of Economics||Economic Research - Ekonomska istraživanja ||Vol. 25 No. 2||pp 465-484<br />
|-<br />
|2012||Marandu Edward E., Amanze Donatus N. and Mtagulwa Tirubaza C. P.||Nation Branding: An Analysis of Botswana’s National Brand||University of Botswana||International Journal of Business Administration||Vol 3, No 2||pp 17-27<br />
|-<br />
|2012||Mupemhi Shepherd and Mupemhi Ronicah||Branding in Emerging Markets: Lessons for Zimbabwe||School of Business Leadership, Midlands State University & Dept. of Marketing Management, Midlands State University, Zimbabwe||IJMBS ||Vol. 2 Iss: 1||<br />
|-<br />
|2012||Olovsson Clara and Berendji Djannet||Umeå. Wants more.: A coordination perspective on how key stakeholders develop placebrand identity.||Umeå University||Zsuzsanna Vincze||||83<br />
|-<br />
|2012||Robert Govers||Brand Dubaiand its competitors in the Middle East: An image and reputation analysis||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 48-57<br />
|-<br />
|2012||Saad Suhana||Re-building the Concept of Nation Building in Malaysia||School of Social, Development & Environmental Studies, Faculty of Social Sciences & Humanities, The National University of Malaysia||Asian Social Science Apr2012||Vol. 8 Iss: 4||pp 115-123<br />
|-<br />
|2012||Scaramanga Marinda||Talking about art(s): A theoretical framework clarifying the association between culture and place branding||Université de Toulon-Var, Toulon, France and University of Leicester, Leicester, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||70 - 80<br />
|-<br />
|2012||Williams Robert||Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology||1 -- Business Administration and Economics, Saint Mary's College, Notre Dame, USA 2 -- School of Marketing, Tourism & Languages, Edinburgh Napier University, Edinburgh, UK||Journal of Marketing for Higher Education Jan-Jun2012||Vol. 22 Iss: 1||pp 71-81<br />
|-<br />
|2011||Akotia Mathias, Ebow Spio Anthony, Frimpong Kwabena and Austin Nathan K.||Country branding: a developing economy perspective||Brand Ghana Office, Ashesi University College, Ghana Institute of Management and Public Administration and Morgan State University||International Journal of Business Strategy||Vol 11, No 2||pp 123-131<br />
|-<br />
|2011||Bulearca Marius and Bulearca Suzana||Romania branding campaign – an IMC perspective||Center for Industry and Services’ Economics, Romanian Academy, ROMANIA & Bournemouth University, UK||International Journal of Business, Management and Social Sciences ||Vol. 2 No. 3||pp 35-58 <br />
|-<br />
|2011||Cozmiuc Cornelia||City branding- just a compilation of marketable assets?||Alexandru Ioan Cuza University Romania||Economy Transdisciplinarity Cognition||Vol. 14, Issue 1/2011||pp 428-436<br />
|-<br />
|2011||Chen Chun-An, Lee Hsien-Li, Lee Ming-Huang and Yang Ya-Hui||How to develop Taiwan's tourism nation brand||||African Journal of Business Management||Vol. 5(16)||pp 6764-6773<br />
|-<br />
|2011||Dinnie Keith||Nation branding and integrated marketing communications: an ASEAN perspective||T.C. Melewar, School of Management and Law, Center for Marketing Management, Zurich University of Applied Sciences, Winterthur, Switzerland||International Marketing Review||Vol. 27 Iss: 4||388 - 403<br />
|-<br />
|2011||Fan Ying||Confucius as a nation brand for China||Brunel Business School||The first International Symposium of Corporate Heritage and Brand||30 Nov. -2 Dec.||London<br />
|-<br />
|2011||Fan Ying||Confucius meets Mao: National symbols and nation image||Brunel Business School||14th ICIG Symposium||14-16 September<br />
||IE University, Segovia<br />
|-<br />
|2011||Fanning John||Branding and Begorrah: The Importance of Ireland’s Nation Brand Image||UCD Smurfit Business School||Irish Marketing Review||Vol 21 (1, 2)||pp. 23-31<br />
|-<br />
|2011||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Emerald||International Marketing Review||Vol. 27 Iss: 4||466 - 479<br />
|-<br />
|2011||Gertner Rosane K.||Nation Brand Personality: Students’ Perceptions of Tourism and Study Abroad Destinations||College of Staten Island at The City University of New York. Business Department||International Review of Business Research Papers||Vol. 7 No. 6||pp 115-127<br />
|-<br />
|2011||Giovanardi Massimo||Producing and consuming the painter Raphael's birthplace||Department of Studies in Society, Politics and Institutions (DiSSPI) –“Carlo Bo”, University of Urbino, Urbino, Italy||Journal of Place Management and Development||Vol. 4 Iss: 1||53 - 66<br />
|-<br />
|2011||Harrison-Walker L. Jean||STRATEGIC POSITIONING OF NATIONS AS BRANDS<br />
||The University of Houston-Clear Lake ||Journal of International Business Research||Vol 10 (2)||pp. 135-147<br />
|-<br />
|2011||Hazime Hanan||From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi || Faculty of Economics, University of the Basque Country, Bilbao, Spain || African Journal of Business Management ||Vol. 5 (12)|| pp 4731-4745<br />
|-<br />
|2011||Kambiz Heidarzadeh Hanzaee & Hamid Saeedi||A Model of Destination Branding For Isfahan City: Integrating the Concepts of the Branding and Destination Image||Department of Business Management<br />
Science and Research Branch and Department of Business Management, Islamic Azad University, Tehran, Iran <br />
||Interdisciplinary Journal of Research in Business<br />
||Vol. 1 Iss: 4<br />
||pp 12-28<br />
|-<br />
|2011||Kaneva Nadia||Nation Branding: Toward an Agenda for Critical Research||University of Denver||International Journal of Communication||5||117-141<br />
|-<br />
|2011||Kuusik Andres||Innovation in destination marketing||Faculty of Economics and Business Administration, University of Tartu, <br />
Tartu, Estonia<br />
||Baltic Journal of Management<br />
||Vol. 6 Iss: 3<br />
||378 - 399<br />
|-<br />
|2011||Kwortnik Robert J. and Hawkes Ethan||Positioning a Place: Developing a Compelling Destination Brand||Cornell University, the School of Administration||Cornell Hospitality Report||11||1-18<br />
|-<br />
|2011||Lindgren Nikki and Lindgren Claes||Marketing’s Evolution as an Economic Development Strategy: a Washington County, Utah Case Study||University of Gävle||Stig Sörling||||152<br />
|-<br />
|2011||Lucarelli Andrea and Berg Per Olof||City branding: a state-of-the-art review of the research domain||School of Business, Stockholm University, Stockholm, Sweden||Journal of Place Management and Development||Vol. 4 Iss: 1||9 - 27<br />
|-<br />
|2011||Mahnken Gerhard||Place identity beyond province and metropolis: Paths and perspectives in Germany's “capital region” Berlin-Brandenburg||Leibniz-Institute for Regional Development and Structural Planning, Erkner, Germany|| Journal of Place Management and Development||Vol. 4 Iss: 1||67 - 79<br />
|-<br />
|2011||Mugobo Virimai V. and Ukpere Wilfred I.||Is Country branding a panacea or poison? ||Cape Peninsula University of Technology||African Journal of Business Management||Vol. 5(20)||8248-8255<br />
|-<br />
|2011||Neilson Leighann C.||John Murray Gibbon (1875-1952): The branding of a northern nation||Sprott School of Business, Carleton University, Ottawa, Ontario, Canada||CHARM 2011||2||1-18<br />
|-<br />
|2011||Saraniemi Saila||From destination image building to identity-based branding||University of Oulu, Oulu, Finland||International Journal of Culture, Tourism and Hospitality Research||Vol. 5 Iss: 3||247 - 254<br />
|-<br />
|2011||Sevin Efe and Salcigil White Gizem||Turkayfe.org: share your Türksperience||School of International Service, American University, Washington, DC, USA||Journal of Place Management and Development||Vol. 4 Iss: 1||80 - 92<br />
|-<br />
|2011||Statia Elliot||An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images||University of Guelph, Guelph, Ontario, Canada & Carleton University, Ottawa, Ontario, Canada & College of Hospitality and Tourism, at Sejong University, South Korea||Journal of Travel Research Sep2011||Vol. 50 Iss: 5||pp 520-534<br />
|-<br />
|2011||Volcic Zala and Andrejevic Mark||Nation Branding in the Era of Commercial Nationalism||Centre for Critical and Cultural Studies, University of Queensland||International Journal of Communication||5||598-618<br />
|-<br />
|2011||Zenker Sebastian||How to catch a city? The concept and measurement of place brands|| Institute of Marketing and Media, University of Hamburg, Hamburg, Germany||Journal of Place Management and Development||Vol. 4 Iss: 1||40 - 52<br />
|}<br />
<br />
=== 2010-2006 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2010||Álvarez Martinez Óscar||Branding Spain - Analyzing the organizations behind the image of Spain in Sweden||Gotland University||Department of Humanities and Social Sciences ||||pp 1-64<br />
|-<br />
|2010||Amran Harun, Abdul Wahid Bin Mohd Kassim, Oswald Aisat Igau, Sulaiman Tahajuddin & Abdullah Kaid Al-Swidi||Managing Local Brands in Facing Challenges of Globalization: Be a Local or Global Leader?||School of Business and Economics, University Malaysia Sabah, Malaysia &University Utara Malaysia||European Journal of Social Science||Vol. 17 Iss: 2||pp 254-265<br />
|-<br />
|2010||Fan Ying||Branding the nation: towards a better understanding||Brunel Business School||Place Branding and Public Diplomacy||6(2)||97-103<br />
|-<br />
|2010||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Crummer Graduate School of Business||International Marketing Review||27(4)||466-479<br />
|-<br />
|2010||Fetscherin Marc and Marmier Pasca||Switzerland's nation branding initiative to foster science and technology, higher education and innovation: A case study||Crummer Graduate School of Business||Place Branding and Public Diplomacy||6||58–67<br />
|-<br />
|2010||Fujita Marketa and Dinnie Keith||The Nation Branding of the Czech Republic, Slovak Republic, Poland, and Hungary — Contrasting Approaches and Strategies||Business Temple University, Japan Campus||2nd International Conference on Brand Management, IMT Ghaziabad, India, January 8-9||||<br />
|-<br />
|2010||Heslop Louise A., Nadeau John, O'Reilly Norm||China and the Olympics: views of insiders and outsiders||Sprott School of Business, Carleton University, Ottawa, Canada||International Marketing Review||Vol. 27 Iss: 4||404 - 433<br />
|-<br />
|2010||Lee Richard, Klobas Jane, Tezinde Tito and Murphy Jamie||The underlying social identities of a nation's brand||University of South Australia, Adelaide, Australia||International Marketing Review||Vol. 27 Iss: 4||450 - 465<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||Business Administration and Social Sciences / Industrial marketing and e-commerce||||pp 1-31<br />
|-<br />
|2010||Machlouzarides Haris||The future of destination marketing: the case of Cyprus||Marketing Department, Cyprus Tourism Organization, Lefkosia, Cyprus||Journal of Hospitality and Tourism Technology||Vol. 1 Iss: 1||83 - 95<br />
|-<br />
|2010||Pike Steven, Bianchi Constanza, Kerr Gayle and Patti Charles||Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market||Queensland University of Technology, Brisbane, Australia||International Marketing Review||Vol. 27 Iss: 4||434 - 449<br />
|-<br />
|2010||Suzan Bakri Hassan, Mohamed Soliman Abdel Hamid & Hosny Al Bohairy||Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations||Fayoum University, Egypt & Authority Office, Alexandria, Egypt||IJEMS - The International Journal of Mediterranean Study||Vol. 3 No. 2||<br />
|-<br />
|2009||Akotia Mathias||Country Branding: Promoting Investment, Tourism and Exports through Country Communication Management and Social Engineering||||CEO- Brand Ghana Office||||<br />
|-<br />
|2009||Damnjanovic Vesna, Kravic Milena and Abdul Razek Tarek||Tourism Branding Strategy of the Mediterranean Region||University of Belgrade, Serbia & EMUNI University, Slovenia||IJEMS - The International Journal of Mediterranean Study||Vol. 2 No. 1||<br />
|-<br />
|2009||Dinnie Keith||Member State Perspectives on the ASEAN Region Brand||Temple University||3rd International Conference on Destination Branding and Marketing||||<br />
|-<br />
|2009||Dinnie Keith||Leveraging Nation Brand Equity — Potential Strategies for Trinidad and Tobago||Business Temple University, Japan Campus||Magazine of Trinidad & Tobago Chamber of Industry and Commerce||Vol 9, No 4||pp 12-14<br />
|-<br />
|2009||Echeverri Lina Maria||La imagen pais: Como se aplica el marketing a una naciona?||Colegio de Estudios Superiores de Administración CESA||||||<br />
|-<br />
|2009||Fujita Marketa and Dinnie Keith||The nation branding branding of the Czech Republic, Slovak Republic, Poland, and Hungary - Constrasting approaches and strategies||Temple University||International Conference of Brand Management||||<br />
|-<br />
|2009||Hospers Gert-Jan||Lynch, Urry and city marketing: Taking advantage of the city as a built and graphic image||Radboud University, University of Twente||Place Branding and Public Diplomacy||5||226–233<br />
|-<br />
|2009||Marat Erica||Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation||Rout Edge, Taylor and Francis Group||Europe-Asia Studies||61(7)||1123-1136<br />
|-<br />
|2009||Marcus Andersson||Building a visible and attractive region: identity, image, branding and transnational cooperation in the Baltic Sea Region||Tenderson, place branding consultancy in Sweden||Ellefors, A. and Hofrén, E. (eds),||||1-19<br />
|-<br />
|2009||Marzano Giuseppe and Scott Noel||Power in Destination Branding||Annals of Tourism Research||Elsevier Inc.||36||247–267<br />
|-<br />
|2009||Murphy Stephen A.||Examining The Validity Of The Country Brand Personality Construct||Sprott School of Business, Carleton University||ANZMAC||||1-9<br />
|-<br />
|2009||Pasquinelli Cecilia||Place Branding for endogenous development. The case study of Tuscany and the Arnovalley brand.||Sant’Anna School of Advanced Studies Pisa||Regional Studies Association International Conference “Understanding and Shaping Regions: Spatial, Social and Economic Futures”||||<br />
|-<br />
|2009||||Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy||Business Temple University, Japan Campus||Korea Economic Intitute||Vol. 4 No.9||01 - 07<br />
|-<br />
|2009||Snaiderbaur Salvatore||"Made in Italy" in China. From Country of Origin to Country Concept Branding||Benedictine College School of Business||Icfai Journal of Brand Management||6||63-74<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Digital Scholarship UNLV||||<br />
|-<br />
|2008||Aronczyk Melissa||Living the Brand:Nationality, Globality and the Identity Strategies of Nation Branding Consultants||New York University||International Journal of Communication||2||41-65<br />
|-<br />
|2008||Athias Leonardo and Echegaray Fabián||Branding National Assets amidst Global Diversity: Differences and Similarities across Three Latin American Markets||||Esomar Global Diversity Conference||||<br />
|-<br />
|2008||Chang Dae Ham and Jong Woo Jun||Cultural Factors Influencing Country Images: The Case of American College Students’ Attitudes toward South Korea||Missouri School of Journalism - University of Missouri & School of Journalism and Communication - Dankook University||Journal of Mass Communication at Francis Marion University ||Vol. 2 No. 3||<br />
|-<br />
|2008||Dagyte Ina and Zykas Aurelijus||Country Branding: Qualitatively New Shifts in Country Image Communication||Vytautas Magnus University||||||<br />
|-<br />
|2008||Dinnie Keith||Japan's Nation Branding: Recent evolution and potential future paths||Business Temple University, Japan Campus||Journal of Current Japanese Affairs||Vol 16, No 3|| pp 52-65<br />
|-<br />
|2008||Dinnie Keith||Nation Branding and Russia: Prospects and Pitfalls||Business Temple University, Japan Campus|| Russian Journal of Communication|| Vol 1, No 2|| pp 199-201<br />
|-<br />
|2008||Fan Ying||Country of origin, branding strategy and internationalisation: the case of Chinese piano companies||Brunel Business School||Journal of Chinese Economic and Business Studies||6(3)||303-319<br />
|-<br />
|2008||Fan Ying||Self perception and significant others: A conceptual framework for nation image||Brunel Business School||The Sixth Conference of Asia Academy of Management, Taipei||Dec. 14-16||<br />
|-<br />
|2008||Fan Ying||Soft power: power of attraction or confusion?||Brunel Business School||Place Branding and Public Diplomacy||4(2)||147-158<br />
|-<br />
|2008||Florek Magdalena and Insch Andrea||The Trademark protection of country brands: Insights from New Zealand||Emerald Group Publishing Limited||Journal of Place Management and Development||1||292-306<br />
|-<br />
|2008||Gridehoj Adam||Branding From Above: Generic Cultural Branding in Shetland and other Islands||University of Aberdeen, Scotland UK||Island Studies Journal||Vol 2, No 3||pp. 175-198<br />
|-<br />
|2008||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||Department of Sociology, The Open University, UK||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Konecnik Maja and Go Frank||Tourism destination brand identity: The case of Slovenia||Faculty of Economics, University of Ljubljana||Journal of Brand Management<br />
||Vol. 15||pp 177-189<br />
|-<br />
|2008||Saraniemi Saila and Ahonen Mari||Destination Branding from Corporate Branding Perspective||Department of Marketing, University of Oulu, Finland||Proceedings of the Conference on Corporate Communication 2008||||pp 435-448<br />
|-<br />
|2008||Schweiger Günter, Otter Thomas and Strebinger Andreas||The influence of country of origin and brand on product evaluation and the implications thereof for location decisions ||Vienna University of Economics and Business Administration; Department of Advertising and Market Research at Wirtschaftsuniversität Wien||International Review of Business Research Papers||Vol. 4, 2||pp 91-102<br />
|-<br />
|2008||Sonya Hanna, Jennifer Rowley||An analysis of terminology use in place branding||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 61-75<br />
|-<br />
|2008||Simon Anholt||Place branding: Is it marketing, or isn’t it?||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 1-6<br />
|-<br />
|2008||Simonin Bernard L.||Nation Branding and Public Diplomacy: Challenges and Opportunities||University of Michigan||The Fletcher Forum of World Affairs||32(3)||<br />
|-<br />
|2008||Szondi Gyorgy||Public Diplomacy and Nation Branding: Conceptual similarities and Differences||Netherlands Institute of International Relations ‘Clingendael’||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Van Ham Peter||Place Branding: The State of the Art||Netherlands Institute of International Relations “Clingendael”||The Annals of the American Academy of Political and Social Science||Vol 616 No 1||<br />
|-<br />
|2007||Fan Ying||Soft power and nation branding||Brunel Business School||Academy of Marketing Branding Special Interest Group Conference||London|| <br />
|-<br />
|2007||Jami A Fullerton, Alice Kendrick, Kara Chan, Matthew Hamilton, Gayle Kerr||Attitudes towards American brands and Brand America||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 205-212<br />
|-<br />
|2007||Karavatzis Mihalis||Cities and their brands: Lessons from corporate branding ||University of Groningen, the Netherlands||Place Branding and Public Diplomacy||Vol. 5, No 1||pp. 26–37<br />
|-<br />
|2007||Krittinee Nuttavuthisit||Branding Thailand: Correcting the negative image of sex tourism||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 21-30<br />
|-<br />
|2007||Kemming Jan Dirk and Sandikci Özlem||Turkey ’ s EU accession as a question of nation brand image||Bilkent University, Faculty of Business Administration||Place Branding and Public Diplomacy ||Vol. 3||pp 31-41<br />
|-<br />
|2007||Marazza Antonio||A country brand is more than just a logo: Eight golden rules for branding a destination||Landor Associates||Landor Associates||||1-6 <br />
|-<br />
|2007||Pecotich Anthony||Global branding, country of origin and expertise||School of Economics and Commerce, Crawley, Australia||International Marketing Review||Vol. 24 Iss: 3||271 - 296<br />
|-<br />
|2007||Philip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Rufaidah Popy||Branding the nation: Indonesia as a Brand||Department of Management and Business, Padjadjaran University, Indonesia||||||1–16 <br />
|-<br />
|2007||Phillip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Szondi Gyorgy||The role and challenges of country branding in transition countries: The Central and Eastern European experience||Leeds Metropolian University||Place Branding and Public Diplomacy||3(1)||8-20<br />
|-<br />
|2007||Teslik, Lee Hudson||Nation Branding Explained||Council on Foreign Relations||<br />
||||<br />
|-<br />
|2007||Widler Janine||Nation Branding: With Pride against Prejudice||Place Branding and Public Diplomacy||Palgrave Journals||3||144-150<br />
|-<br />
|2006||||Nation Branding and National Identity:Desperately Seeking Singapore||Institute of Policy development||||||<br />
|-<br />
|2006||Anholt Simon||Beyond the Nation Brand: The Role of Image and Identity in International Relations||U.K. Foreign Office Public Diplomacy Board||Anholt-GMI Nation Brands Index,” 2006 Q4 General Report||2006 Q4 General Report||6-12<br />
|-<br />
|2006||Evalyne Wanjiru||Branding African countries: A prospect for the future||||Place Branding||Vol.2||pp. 84-95<br />
|-<br />
|2006||Fan Ying||Branding the nation: What is being branded?||Brunel Business School||Journal of Vacation Marketing||12(1)||5-14<br />
|-<br />
|2006||Grundey Dainora, Toluba Bernardas and Brukiene Just||Country image as a marketing tool for fostering innovation and entrepreneurship||Kaunas Faculty of Humanities, Vilnius University||||||pp 25-42<br />
|-<br />
|2006||Ooi Can-Seng||Tales From Two Countries: The Place Branding of Denmark and Singapore||Asia Research Centre Copenhagen Business School ||Copenhagen Business School||||pp 1-33<br />
|-<br />
|2006||Panasiuk Aleksander||Marketing concept of the brand in tourism||University of Szczecin||Ekonomika ir vadyba: aktualijos ir perspektyvos||Vol. 1 (6)||pp 130-134<br />
|-<br />
|2006||Papp-Váry Árpád Ferenc||The marketing point of view: countries as brands || Budapest College of Communication Institute of Business and Economics || ||||pp 1-10<br />
|-<br />
|2006||Philippe Mihailovich||Brand Messages of Nation Branding: Viewed from Involvement Perspectives||ESLSCA Graduate School of Business, Paris||Place Branding, Palgrave Macmillan Ltd||2||229–247<br />
|-<br />
|2006||Philippe Mihailovich||Kinship branding: A concept of holism and evolution for the nation brand||School of Business, Paris|| Place Branding||Vol 2, No 3||pp 229-247<br />
|-<br />
|2006||Rein Irving and Shields Ben||Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialized nations||Northwestern University, USA||Place Branding and Public Diplomacy||Vol 3||pp. 73-85<br />
|}<br />
<br />
=== 2005-2000 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2005||||Branding the City through Culture and Entertainment ||University of Groningen, the Netherlands||AESOP 2005, Vienna||||<br />
|-<br />
|2005||Anholt Simon || Three interlinking concepts: Intellectual Property, Nation Branding and Economic Development || Brand Management || WIPO International Seminar on Intellectual Property and Development, Geneva, Switzerland || ||pp 1-6<br />
|-<br />
|2005||Blain Carmen, Levy Stuart E. and Ritchie J. R. Brent||Destination Branding: Insights and Practices from Destination Management Organizations||||Journal of Travel Research||Vol. 43||pp 328-338<br />
|-<br />
|2005||Dzenovska Dace||Remaking the nation of Latvia: Anthropological perspectives on nation branding||University of California in Berkeley||Place Branding||1(2)||173-186<br />
|-<br />
|2005||Fan Ying||Can a nation be marketed like products?||University of Lincoln||PKU Business Review||No. 9||(In Chinese)<br />
|-<br />
|2005||Fan Ying||Branding the nation: What is being branded?||Brunel Business School, Brunel University||Journal of vacation Marketing||Vol. 12 No.1||5 - 14<br />
|-<br />
|2005||Florek Magdalena||The country as a new challenge for Poland||University of Economics||Place Branding||1(2)||205-214<br />
|-<br />
|2005||Gudjonsson Hlynur||Nation Branding||Icelandic||Place Branding||1||283–298<br />
|-<br />
|2005||Kavaratzis Mihalis||Place Branding: A Review of Trends and Conceptual Models||||Westburn Publishers Ltd||Vol.5, No.4 ||pp. 329-342<br />
|-<br />
|2005||Nworah Uche||Country Branding And The Nigeria Image Project As A Case Study||University of Greenwich||Journal of Global Politician||||<br />
|-<br />
|2005||Parkerson Brenda, Saunders John||City branding: Can goods and services branding models be used to brand cities?||||Place Branding||Vol. 1||pp. 242–264<br />
|-<br />
|2005||Pike Steven||Tourism Destination Branding Complexity||||Journal of Product & Brand Management ||Vol. 14(4)||pp 258-9<br />
|-<br />
|2004||Anholt Simon and Hildreth Jeremy||‘Brand America: The mother of all brands’||Brand Management||Henry Stuart Publications||12||405–406<br />
|-<br />
|2004||Caldwell Niall, Freire Joao R.||The differences between between the branding a country, a region and a city: Applying the Brand Box Model||London Metropolitan University||The Journal of Brand Management||12(1)||50-61<br />
|-<br />
|2004||Clemens Roxanne, Babcock Bruce A.||Country of Origin as a Brand: The Case of New Zealand Lamb||Midwest Agribusiness Trade Research and Information Center, Iowa State University||MATRIC Briefing Paper 04-MBP 9||9||1-25<br />
|-<br />
|2004||Dinnie Keith||Place Branding: Overview of an Emerging Literature||Business Temple University, Japan Campus||Place Branding||Vol 1, No 1||pp 106-110 <br />
|-<br />
|2004||Fan Ying||Nation branding: Confusion and paradox||University of Lincoln||the proceedings of the 33rd EMAC Conference||18-21 May||Murcia<br />
|-<br />
|2004||Kavaratzis Mihalis||From city marketing to city branding: Towards a theoretical framework for developing city brands||University of Groningen, the Netherlands||Place Branding, Henry Stewart Publications||Vol 1, No 2||pp. 58 -73<br />
|-<br />
|2004||Kavaratzis Mihalis and Ashworth G. J.||City Branding: An effective assertion of identity or a transitory marketing trick?||University of Groningen, the Netherlands||Tijdschrift voor Economische en Sociale Geografie||Vol. 96, No. 5||pp. 506-514<br />
|-<br />
|2004||Morriset Jacques and Andrews-Johnson Kelly ||The effectiveness of promotion Agencies at attracting foreign Direct Investment||Foreign Investment Advisory Service||The International Bank for Reconstruction and Development/The World Bank||||3-104<br />
|-<br />
|2004||Papadopoulos Nicolas||Place branding: Evolution, meaning and implications||Eric Sprott School of Business|| Place branding||1(1)||36-49<br />
|-<br />
|2004||Pike Steven D.||Destination brand positioning slogans – towards the development of a set of accountability criteria||Faculty of Economics, University of Zagreb||Acta Turistica ||16(2)||pp 102-124<br />
|-<br />
|2003||Carolien Gehrels, Ocker van Munster, Mark Pen, Maartje Prins, Jessie Thevenet||Choosing Amsterdam. Brand, concept and organisation of the city marketing||City of Amsterdam||City of Amsterdam|| ||pp. 1-60<br />
|-<br />
|2003||Nigel J. Morgan, Annette Pritchard, Rachel Piggott||Destination branding and the role of the stakeholders: The case of New Zealand||||Destination branding and the role of the stakeholders: The case of New Zealand||Vol. 9, No.3 ||pp. 285-299<br />
|-<br />
|2003||||Branding a Country||Interbrand||Interbrand||||1-4<br />
|-<br />
|2002||Gilmore Fiona||A country — can it be repositioned? Spain — the success story of country branding||Springpoint||The Journal of Brand Management||9||281-293<br />
|-<br />
|2002||Hall Derek||Brand development, tourism and national identity: The re-imaging of former Yugoslavia||Scottish Agricultural College||Journal of Brand Management||9(4)||323-334<br />
|-<br />
|2002||Kotler Philip and Gertner David||Country as brand, product, and beyond: A place marketing and brand management perspective||Kellogg Graduate School of Management, Northwestern University; Lubin School of Business||The Journal of Brand Management||9||249–261<br />
|-<br />
|2002||Lodge C.||Success and failure: The brand stories of two countries<br />
||Journal of Brand Management||Palgrave Journals||9||372–384<br />
|-<br />
|2002||Morgan Nigel J, Pritchard Annette and Piggott Rachel||New Zealand, 100% Pure. The creation of a powerful niche destination brand||The Welsh School of Hospitality, Tourism and Leisure||Journal of Brand Management||9(4)||335-354<br />
|-<br />
|2002||Olins Wally||Branding the nation: the historical context||Wolff Olins||Journal of Brand Management||9||241–248<br />
|-<br />
|2002||Papadopoulos Nicolas; Heslop, Louise||Country equity and country branding: Problems and prospects||Eric Sprott School of Business||The Journal of Brand Management||9||294–314<br />
|-<br />
|2002||Supphellen M. and Nygaardsvik I.||Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model||Norwegian School of Economics||The Journal of Brand Management||9||385–395<br />
|-<br />
|2001||Van Ham Peter||The rise of the brand state: The postmodern politics of image and reputation||Netherlands Institute of International Relations “Clingendael”|| Foreign Affairs||Vol 80, No 5||pp 2-6<br />
|-<br />
|2000||O’Shaughnessy John and O’Shaughnessy Nicolas J.||Treating the nation as a brand: some neglected issues||Cambridge University, Columbia University||Journal of Macromarketing||20(1)||56-64<br />
|}<br />
<br />
== Degree Papers ==<br />
<br />
===2011 - present===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2012||Balencourt Amélie, Curado Zafra Antonio, ||City Marketing: How to promote a city?: The case of Umeå||Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE)||Hultén Peter||56<br />
|-<br />
|2012||Berende Bart, Kredig Fabian||What’s in a Name?: A study on the success factors of brand naming in China||Jönköping University||Muellern, Tomas||61<br />
|-<br />
|2012||Cecilia Pasquinelli||Competition, Cooperation, Co-opetition. Widening the perspective on Place Branding.||Scuola Superiore Sant’Anna||Prof. Nicola Bellini||166<br />
|-<br />
|2012||Dumbraveanu Daniela||Place branding: a challenging process for romania||Bucharest University,||||10<br />
|-<br />
|2012||Elena Rudneva||City Branding as an Instrument of Urban Strategic Development in Russia and Finland (cases: Vyborg, Russia and Lappeenranta, Finland)||Bielefeld University, St. Petersburg State University, Centre for German and European Studies (CGES)||Dr. Elena Belokurova||91<br />
|-<br />
|2012||Klonova Anastasiia||The Role of Mega-events in Country Branding : Case Study on Brand of Ukraine before European Football Championship 2012||Karlstad University||Pamment, James||96<br />
|-<br />
|2012||Lindblom Filip, Pettersson Rickard, Lorentz Erik ||City Branding: As a marketing tool in an increased competitive environment||Jönköping University, Jönköping International Business School, JIBS, Business Administration||Bogic Dijana Doktorand||70<br />
|-<br />
|2012||Martinez Oscar Alvarez ||Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations||Gotland University||Dahl Matilda||80<br />
|-<br />
|2012||Martis Niklas||The World Heritage Coulisse: Identity, Branding and Visualisation in the city of Mantua||Gotland University, School of Culture, Energy and Environment||Legnér, Mattias||57<br />
|-<br />
|2012||Nash Meghan Elizabeth||Branding the Buaile: Using Ireland's Vernacular Architecture to Create a Global Tourism Brand||University of Cincinnati||John Hancock||124<br />
|-<br />
|2012||Ogundipe Samuel Johnson||A proposed Model for Country Branding : an experimental Application on Nigeria||Dalarna University||Elbe, Jorgen||85<br />
|-<br />
|2012||Owen Ashley||Destination USA: Marketing the United States as an International Travel Destination||University of Southern California||||<br />
|-<br />
|2012||Tove Eriksson||The English nation-brand and international recruitment from Finland||ARCADA||Peter Mildén||67<br />
|-<br />
|2011||Buckner Bonnie||The comparative identity of Nations: image of Nations as an assessment tool of national identity||Fielding Graduate University||||159<br />
|-<br />
|2011||Choi Suh Hee||Conceptualizing tourism image and nation image: An integrated relational-behavioral model||Purdue University||Liping A Cai||335<br />
|-<br />
|2011||Cretu Ionela||Destination image and destination branding in transition countries: the Romanian tourism branding campaign "Explore the Carpathian garden"||University of York||||117<br />
|-<br />
|2011||Azar Emil, Hedvall Robin, Larsson Markus||What is Swedishness?: - a qualitative research from the customer- and organisational perspective||Jönköping University||Hartmann, Benjamin||47<br />
|-<br />
|2011||Franceschetti Nadia||Place marketing and place making: Toronto, tourism, and the fractured gaze||Queen's University, Toronto||||90<br />
|-<br />
|2011||Gutzmer Alexander||New media urbanism : how brand-driven city building is virtualising the actual of space||Goldsmiths College(University of London)||||<br />
|-<br />
|2011||Hansen Trine, Iverse Betina||Bestseller Canada: Bestseller's Entry to the canadian market||Aarhus University. Business and Social Science||||70<br />
|-<br />
|2011||Hellberg Linnéa||Country Branding in a Chinese Context: Using a Swedish Example||Lunds Universitet, Sweden||Carl-Johan Asplund||65<br />
|-<br />
|2011||Johansson Stenberg Lisa||Time to re-think?: A brand new approach on brand identity, Minor Field Study of the Philippines||Linnaeus University, Sweden||Sandell, Michaela||80<br />
|-<br />
|2011||Kulshreshtha Shobhit||Destination branding: Improving tourist perception of UK||Leeds University, Leeds||Dr. Des Thwaites||68<br />
|-<br />
|2011||MacDonald Katherine||Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand||Victoria University of Wellington, New Zealand||Dr David Capie||82<br />
|-<br />
|2011||Melkumyan Mariam||Development of a logo assessment matrix in response to challenges in designing graphic identity for country tourism branding campaigns||Iowa State University||Lisa Fontaine||91<br />
|-<br />
|2011||Nguyen Viet Hung, Wang Zhuochuan||Practice of Online Marketing with Social Media in Tourism Destination Marketing: The Case Study of VisitSweden, Sweden||Södertörn University College||Anders Steene||64<br />
|-<br />
|2011||Prieto Larraín María Cristina||Branding the Chilean nation : socio-cultural change, national identity and international image||Leiden University, Netherlands||P. Silva||<br />
|-<br />
|2011||Rungø Lars ||Destination Branding:A comparative analysis of London’s and Liverpool’s visitors’ guides for 2011||Aarhus University, Denmark||Mariette Ulbæk||87<br />
|-<br />
|2011||Sonnleitner Katharina||Destination image and its effects on marketing and branding a tourist destination: A case study about the Austrian National Tourist Office - with a focus on the market Sweden||Södertörn University College||Steene, Anders||100<br />
|-<br />
|2011||Yang Fan||Faking China, Faked in China: Nation Branding, Counterfeit Culture, and the Post-socialist State in Globalization||George Mason University, Virginia||Smith, Paul||386<br />
|-<br />
|2011||Yang Fang||Movies' impact on place images and visitation interest: a product placement perspective||Michigan State University||||178<br />
|}<br />
<br />
===2010 - 2006===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
<br />
<br />
<br />
|2010||Agyeman - Duah Racheal Pokuah||Nation branding as a tool for the increase of foreign direct investment||Ashesi University College||Dr. Esi Ansah||63<br />
|-<br />
|2010||Algayerova Olga||Establishment of Public Diplomacy In Slovakia : An Effective New Approach||University of Malta||||110<br />
|-<br />
|2010||Alvarez Martinez Oscar||Branding Spain : analyzing the organizations behind the image of Spain in Sweden||Gotland University, Sweden||Dahl Matilda||80<br />
|-<br />
|2010||Alzadjali Badar|| Nation Brand In Oman: Studying Stakeholders’ Views On “Branding Oman’’ ||De Montfort University||||138<br />
|-<br />
|2010||Björner Emma||Nation branding at world expositions. Sweden’s brand architecture at Expo 2010.||Stockholms Universitet, Sweden||Per Olof Berg||34<br />
|-<br />
|2010||Hansen Matthew, Lee Yen Wiee||City Branding: The effects of hosting sporting events: An empirical study of Singapore||Jönköping University||Clas Wahlbin||34<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Competitive identity management- symbolic capital promotion and accumulation by public- policy based mental- mapping (CIM-S.C.P&A): Nation branding and public diplomacy in Sweden||Universitat Wien, Austria||||319<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Nation Branding and Diplomacy in Sweden||University of Vienna||Dr. Sven Hakon Rossel||319<br />
|-<br />
|2010||Kidane Getu Kebede||Branding Ethiopia: Opportunities and Challenges||University of South Africa||JH VISSER||42<br />
|-<br />
|2010||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||The Open University, UK||||39<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||||31<br />
|-<br />
|2010||McCoy Janelle||Ecotourism: A Strategic Campaign for Tourism in Finland ||University of Kansas||||113<br />
|-<br />
|2010||Murai Yasuko||Brand South Africa and the Discursive Construction of South African national identity||London School of Economics, UK||||35<br />
|-<br />
|2010||Potipan Pavinee, Worrawutteerakul Nantaphorn||A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai wave ||Malardalen University||Tobias Eltebrandt||71<br />
|-<br />
|2010||Shore Nueriel||Brand Israel: An analyses of nation branding concepts as they relate to the state of Israel||University of Southern California||||87<br />
|-<br />
|2010||Skinner Heather||Conceptualising the relationship betwen nationhood, national and clutural identity, and place branding||University of Glamorgan||||<br />
|-<br />
|2010||Srisutto Sawaros ||Country Branding, Consumption Values, and Purchase Decision Confidence: A Case Study of Tourists to Thailand||Lincoln University, UK||Dr David Cohen, Dr Rick Fraser||223<br />
|-<br />
|2010||Trinidad Angela Anne||From Sweden with Love: Swedish Indie Music and the Nation Branding of Sweden||University of Gottingen||Dr. Karin Hoff||77<br />
|-<br />
|2010||Van Meer Laura||COMMUNICATING DESTINATION BRAND PERSONALITY||NHTV University of Applied Sciences||||77<br />
|-<br />
|2010||Van Haaren Lisa Margarita||Defining the Country Branding of Curacao:A comparison between the Dutch and US Target Market||Tilburg University||Dr. A.M van Gool||45<br />
|-<br />
|2010||Yoon Jiyoung||A conceptual model for city branding based on semiotis||Brunel University||||<br />
|-<br />
|2009||Al-Arrayed Lamya J.||Bahrain's bigger picture : a contextualized brand image for tourism||The University of Strathclyde||||<br />
|-<br />
|2009||Aronczyk Melissa||Branding the nation: Mediating space, value, and identity in the context of global culture||New York University||Aurora Wallace; Craig Calhoun; Richard Sennett||317<br />
|-<br />
|2009||Benjamin Manasoe|| Branding a Region: the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Chatterjee Sumana||An economic analysis of FDI in India||University of Baroda||P.R. Joshi||261<br />
|-<br />
|2009||Duborija Marco and Mlivic Aida||A Long Forgotten Jewel : Branding and Imaging of a destination||University of Kalmar, Sweden||Wessblad, Hans||75<br />
|-<br />
|2009||Fan Ying||BRANDING THE NATION: TOWARDS A BETTER UNDERSTANDING ||Brunel University||||11<br />
|-<br />
|2009||First Ivana||Brand Meaning and its Creation in a Cross-Cultural Context ||University of St. Gallen||Prof. Dr. Torsten Tomczak||199<br />
|-<br />
|2009||Lee Kyung Mi||Nation branding and sustainable competitiveness of nations||University of Twente, Netherlands||Prof. Dr. H. Brinksma||232<br />
|-<br />
|2009||Manasoe Benjamin||Branding a Region: Branding a Region:the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Qin Sun||An analytical model of the determinants and outcomes of nation branding||University of North Texas||Audhesh K. Paswan; Margie A. Tieslau||116<br />
|-<br />
|2009||Saraniemi Saila||Destination branding in a country context. A Case study of Finland in the British Market||University of Joensuu||Professor Ph.D. Raija Koppula||92<br />
|-<br />
|2009||Winter Carolin||Branding Finland on the internet: Images and stereotypes in Finland's Tourism Marketing||University of Jyväskylä||||122<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Dr. Billy Bai||71<br />
|-<br />
|2009||Xiaoyan Lu||A contemporay Brand China : an investigation into the development of Brand China in the context of global socio-political and cultural influences in the 21st century||University of Southampton||||<br />
|-<br />
|2008||Bitterman Albert (Alex)||Brandtopia: A Critical Consideration of the Evolution and Future of Place Branding||State University of New York at Buffalo||||319<br />
|-<br />
|2008||Choi Jungmin||Place Branding Strategies for Alvesta Municipality||Växjö Universitet, Sweden||Jesper Persson||<br />
|-<br />
|2008||Hassman Rommey||The Islael Brand Nation Marketing under Constant Conflict||Telaviv University||||86<br />
|-<br />
|2008||Moilanen Teemu||Network brand management:Study of competencies of place branding ski destinations||HELSINKI SCHOOL OF ECONOMICS||||233<br />
|-<br />
|2008||Prucpairojkul Piyada||Thailand’s Nation Branding: A study of Thai nation-brand equity and capabilities||Mälardalen University, Sweden||Tobias Eltebrandt||103<br />
|-<br />
|2008||Sohail Aamir, Shahzad Kashif, Ahmad Din Ishtiaq||The Role of corporate social responsibility to create positive positioning in the branding of a country and particular to Pakistan ||Blekinge Institute of Technology School of Management||Prof. Ian Robson||90<br />
|-<br />
|2008||Soo Mei Wan||Country branding and residency choice||University of Malaya||||66<br />
|-<br />
|2008||Svedberg Jenny and Gustafson Johanna||Sail or not to sail?: How to use a ship as an event marketing tool to promote a country||University of Kalmar, Sweden||Timlon, Joachim||78<br />
|-<br />
|2008||Szondi Gyorgy||Public Dyplomacy and Nation Branding: Conceptual Similarities and Differencies||Netherlands Institute of International relations "Clingendael"||||42<br />
|-<br />
|2008||Uhrenholt Hannah||Destination Branding of NYC - Crating a Destination Brand Identity||Aalborg Universitet||Line Schmeltz Glob||103<br />
|-<br />
|2007||Abyareh Reza||Tourism Attracction and their influence on handicraft employment in Isfahan||Lulea University of Technology||Peter Dieke and Ali Sanayei||74<br />
|-<br />
|2007||Bryan Innes||International Product Differentiation Through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products||University of Saskatchewan, Saskatoon, Canada||Prof. William A. Kerr, Prof. Jill E. Hobbs||36<br />
|-<br />
|2007||Ferreira Gail||Consumer Perceptions of Global Branding and Iconization||University of Phoenix, Phoenix||Dr. David Hall||<br />
|-<br />
|2007||Kaneva Nadia||Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria.||University of Colorado at Boulder||||<br />
|-<br />
|2007||Marshalls Maurice Ndalahwa||Country image and its effects in promoting a tourist destination||Blekinge institute of technology, Sweden||Dr. Anders Hederstierna||96<br />
|-<br />
|2007||Nömm Heidi Marie||The Image of Sweden : A Study of the Swedish Embassy’s : Nation Branding and Public Diplomacy in Germany||Uppsala universitet, Sweden||||<br />
|-<br />
|2007||Outhavong Sounthaly||Branding "nation brand"||The University of Texas at Austin||Burns, Neal M.||151<br />
|-<br />
|2007||Papp-Váry Árpád Ferenc||The role and effects of country branding: Country image in the enlarged european union||University of west Hungary, Hungary||Dr. hab. László Józsa CSc||<br />
|-<br />
|2007||Rizvanovic Aida||Destination Image and Branding : tourism between war and peace||Aalborg Universitet|| Peter Allingham||83<br />
|-<br />
|2007||Spaans Emiel||Can countries be branded just like a products?||Universiteit van Amsterdam||Piet Verhoeven||93<br />
|-<br />
|2007||Undén Charlotta||Multinational Corporations and Spillovers in Vietnam - Adding Corporate Social Responsibility||University of Lund||Yves Bourdet||46<br />
|-<br />
|2007||Yeo Pei Chen||The effects of country branding on citizenship choice||||||<br />
|-<br />
|2006||Hemström Oskar, Luu Joakim, Unenge Ulrik ||Attracting Chinese Tourism: How Sweden can gain a larger share of the Chinese outbound tourism||Jönköping University||Anderson Helén||79<br />
|-<br />
|2006||Kangasmäki Heini||How Important Is an Image? : Dutch Travel Agencies' Perception of Sweden as a Travel Destination||Karlstads universitet, Sweden||Koskelainen, Maja||<br />
|-<br />
|2006||Santana Adriana Campelo||Place brand: lessons from New Zealand brand.||Universidade Federal da Bahia, Brazil||Claudio Guimarães Cardoso; Paulo Henrique de Almeida; Elaine Figueira Norberto Silva||<br />
|-<br />
|2006||Wahlqvist Stina, Larsson Therese||Brand New City: A Place marketing study on Jönköping||Jönköping University||Karl-Erik Gustafsson||79<br />
|-<br />
|2005||Salcedo y Bandiwan Lea-Grace||The impact of local tourism to boost local enconomy in the city of Baguio||Saint Louis University||||329<br />
|}<br />
<br />
===2005 - 2001===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2005||Day Gordon Jonathon||Branding Nations as Tourism Destinations in the USA||James Cook University||||369<br />
|-<br />
|2005||Kavaratzis Mihalis||Branding the City through Culture and Entertainment||University of Groningen||||7<br />
|-<br />
|2005||Sibonokuhle Gumpo||Branding a country : the case of Zimbabwe||University of South Africa||Mr. Hennie Visser||126<br />
|-<br />
|2005||Winfield-Pfefferkorn Julia||The branding of cities, exploring City Branding and the Importance of brand image||Graduate School of Syracuse Univeristy||||146<br />
|-<br />
|2004||Chen Yen-yang||The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand||National Sun Yat-Sen University, Taiwan||||<br />
|-<br />
|2004||Eugene Song Kim||The Meanings of the Global Brand: A perspective from the Korean consumers||University of Hawaii||Dr Dana L. Alden||185<br />
|-<br />
|2004||Georgescu Anamaria and Botescu Andrei||Branding National Identity||Lund University, Sweden||Jan-Olof Nilsson||79<br />
|-<br />
|2003||Fakuda Osamu||Is Japan able to become an attractive country? Nation Branding in Tourism||Oxford Brookes University, UK||||110<br />
|-<br />
|2003||Rainisto Seppo K||Success factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States||Helsinki University of Technology||Henrikki Tikkanen, Professor of Marketing||271<br />
|-<br />
|2001||Lapp Axel||Berlin Biennale 2 - A biennale or a brand ||Humboldt University Berlin||||<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Research
Research
2017-11-06T11:37:02Z
<p>Wikieditor: /* 2011-present */</p>
<hr />
<div>== Academic Papers ==<br />
<br />
=== 2011-present ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|-<br />
|2017||Zenker, S., Braun, E., and Petersen, S.||Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors.|| ||Tourism Management||58||15-27<br />
|-<br />
||2017||Robert Govers; Nicholas Cull||Place Branding and Public Diplomacy ||Palgrave MacMillan|| ||41254 ||Paper<br />
|-<br />
||2014||Zenker, S. and Rütter, N.||Is satisfaction the key? The role of citizen satisfaction, place attachment and place brand attitude on positive citizenship behavior|| ||Cities||38(June)||11-17<br />
|-<br />
|2013||Marcello Assandri||A branding perspective on the global challenges of the EU brand||Marcello Assandri||Educational Research||Article 1||Paper<br />
|-<br />
|2013||Kinga Jentetics||The Creative Aspect of Country Branding - How Music Is Able to Influence the Country Image in Case of Hungary|| ||Content 2 Connect|| || <br />
|-<br />
|2012||Adebola Olakunle Igbekele, Talabi Felix Olajide and Lamidi Ishola Kamorudeen||Rebranding Nigeria: the role of advertising and public relations at correcting Nigeria image||Department of Mass Communication, Rufus Giwa Polytechnic, Owo, Nigeria||Educational Research||Vol 3 (5)||pp 424-428<br />
|-<br />
|2012||Atorough Peter and Martin Andrew||The politics of destination marketing: Assessing stakeholder interaction choice orientations toward a DMO formation, using the Thomas-Kilmann Conflict Mode Instrument||Robert Gordon University, Aberdeen, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||35 - 55<br />
|-<br />
|2012||Bhat Sushma and Gaur Sanjaya S.||Managing diverse stakeholders in the context of destination marketing||School of Business, Faculty of Business and Law, Auckland University of Technology (AUT), Auckland, New Zealand||Worldwide Hospitality and Tourism Themes||Vol. 4 Iss: 2||185 - 202<br />
|-<br />
|2012||Candace L White||Brands and national image: An exploration of inverse country-of-orgin effect||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 110-118<br />
|-<br />
|2012||Fan Ying and Akram Shahani||Country image of Pakistan: A preliminary study||University of Northampton||Forthcoming||||<br />
|-<br />
|2012||Fan Ying||Nation branding: State of the art and future outlooks||University of Northampton||the IPAM International Conference||7 Feb.||Palacio Quintela, Lisbon<br />
|-<br />
|2012||Florian Zach||Partners and Innovation in American Destination Marketing Organizations||Temple University, Philadelphia, PA, USA||Journal of Travel Research Nov2012|| Vol. 51 Iss: 4||pp 412-425<br />
|-<br />
|2012||Iveson Kurt||Branded cities: outdoor advertising, urban governance, and the outdoor media landscape||School of Geosciences, University of Sydney, NSW, Australia||Antipode Jan2012||Vol. 44 Iss: 1||pp 151-174<br />
|-<br />
|2012||Konecnik Ruzzier Maja||The importance of diverse stakeholders in place branding: The case of " I feel Slovenia "||Marketing Department, Faculty of Economics, University of Ljubljana, Slovenia||Anatolia: An International Journal of Tourism & Hospitality Research Apr2012, Vol. 23 Issue 1, p49-60||Vol. 23 Iss: 1||pp 49-60<br />
|-<br />
|2012||Konecnik Ruzzier Maja and Petek Nusa||Country Brand I Feel Slovenia: first response from locals||University of Ljubljana, Faculty of Economics||Economic Research - Ekonomska istraživanja ||Vol. 25 No. 2||pp 465-484<br />
|-<br />
|2012||Marandu Edward E., Amanze Donatus N. and Mtagulwa Tirubaza C. P.||Nation Branding: An Analysis of Botswana’s National Brand||University of Botswana||International Journal of Business Administration||Vol 3, No 2||pp 17-27<br />
|-<br />
|2012||Mupemhi Shepherd and Mupemhi Ronicah||Branding in Emerging Markets: Lessons for Zimbabwe||School of Business Leadership, Midlands State University & Dept. of Marketing Management, Midlands State University, Zimbabwe||IJMBS ||Vol. 2 Iss: 1||<br />
|-<br />
|2012||Olovsson Clara and Berendji Djannet||Umeå. Wants more.: A coordination perspective on how key stakeholders develop placebrand identity.||Umeå University||Zsuzsanna Vincze||||83<br />
|-<br />
|2012||Robert Govers||Brand Dubaiand its competitors in the Middle East: An image and reputation analysis||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 48-57<br />
|-<br />
|2012||Saad Suhana||Re-building the Concept of Nation Building in Malaysia||School of Social, Development & Environmental Studies, Faculty of Social Sciences & Humanities, The National University of Malaysia||Asian Social Science Apr2012||Vol. 8 Iss: 4||pp 115-123<br />
|-<br />
|2012||Scaramanga Marinda||Talking about art(s): A theoretical framework clarifying the association between culture and place branding||Université de Toulon-Var, Toulon, France and University of Leicester, Leicester, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||70 - 80<br />
|-<br />
|2012||Williams Robert||Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology||1 -- Business Administration and Economics, Saint Mary's College, Notre Dame, USA 2 -- School of Marketing, Tourism & Languages, Edinburgh Napier University, Edinburgh, UK||Journal of Marketing for Higher Education Jan-Jun2012||Vol. 22 Iss: 1||pp 71-81<br />
|-<br />
|2011||Akotia Mathias, Ebow Spio Anthony, Frimpong Kwabena and Austin Nathan K.||Country branding: a developing economy perspective||Brand Ghana Office, Ashesi University College, Ghana Institute of Management and Public Administration and Morgan State University||International Journal of Business Strategy||Vol 11, No 2||pp 123-131<br />
|-<br />
|2011||Bulearca Marius and Bulearca Suzana||Romania branding campaign – an IMC perspective||Center for Industry and Services’ Economics, Romanian Academy, ROMANIA & Bournemouth University, UK||International Journal of Business, Management and Social Sciences ||Vol. 2 No. 3||pp 35-58 <br />
|-<br />
|2011||Cozmiuc Cornelia||City branding- just a compilation of marketable assets?||Alexandru Ioan Cuza University Romania||Economy Transdisciplinarity Cognition||Vol. 14, Issue 1/2011||pp 428-436<br />
|-<br />
|2011||Chen Chun-An, Lee Hsien-Li, Lee Ming-Huang and Yang Ya-Hui||How to develop Taiwan's tourism nation brand||||African Journal of Business Management||Vol. 5(16)||pp 6764-6773<br />
|-<br />
|2011||Dinnie Keith||Nation branding and integrated marketing communications: an ASEAN perspective||T.C. Melewar, School of Management and Law, Center for Marketing Management, Zurich University of Applied Sciences, Winterthur, Switzerland||International Marketing Review||Vol. 27 Iss: 4||388 - 403<br />
|-<br />
|2011||Fan Ying||Confucius as a nation brand for China||Brunel Business School||The first International Symposium of Corporate Heritage and Brand||30 Nov. -2 Dec.||London<br />
|-<br />
|2011||Fan Ying||Confucius meets Mao: National symbols and nation image||Brunel Business School||14th ICIG Symposium||14-16 September<br />
||IE University, Segovia<br />
|-<br />
|2011||Fanning John||Branding and Begorrah: The Importance of Ireland’s Nation Brand Image||UCD Smurfit Business School||Irish Marketing Review||Vol 21 (1, 2)||pp. 23-31<br />
|-<br />
|2011||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Emerald||International Marketing Review||Vol. 27 Iss: 4||466 - 479<br />
|-<br />
|2011||Gertner Rosane K.||Nation Brand Personality: Students’ Perceptions of Tourism and Study Abroad Destinations||College of Staten Island at The City University of New York. Business Department||International Review of Business Research Papers||Vol. 7 No. 6||pp 115-127<br />
|-<br />
|2011||Giovanardi Massimo||Producing and consuming the painter Raphael's birthplace||Department of Studies in Society, Politics and Institutions (DiSSPI) –“Carlo Bo”, University of Urbino, Urbino, Italy||Journal of Place Management and Development||Vol. 4 Iss: 1||53 - 66<br />
|-<br />
|2011||Harrison-Walker L. Jean||STRATEGIC POSITIONING OF NATIONS AS BRANDS<br />
||The University of Houston-Clear Lake ||Journal of International Business Research||Vol 10 (2)||pp. 135-147<br />
|-<br />
|2011||Hazime Hanan||From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi || Faculty of Economics, University of the Basque Country, Bilbao, Spain || African Journal of Business Management ||Vol. 5 (12)|| pp 4731-4745<br />
|-<br />
|2011||Kambiz Heidarzadeh Hanzaee & Hamid Saeedi||A Model of Destination Branding For Isfahan City: Integrating the Concepts of the Branding and Destination Image||Department of Business Management<br />
Science and Research Branch and Department of Business Management, Islamic Azad University, Tehran, Iran <br />
||Interdisciplinary Journal of Research in Business<br />
||Vol. 1 Iss: 4<br />
||pp 12-28<br />
|-<br />
|2011||Kaneva Nadia||Nation Branding: Toward an Agenda for Critical Research||University of Denver||International Journal of Communication||5||117-141<br />
|-<br />
|2011||Kuusik Andres||Innovation in destination marketing||Faculty of Economics and Business Administration, University of Tartu, <br />
Tartu, Estonia<br />
||Baltic Journal of Management<br />
||Vol. 6 Iss: 3<br />
||378 - 399<br />
|-<br />
|2011||Kwortnik Robert J. and Hawkes Ethan||Positioning a Place: Developing a Compelling Destination Brand||Cornell University, the School of Administration||Cornell Hospitality Report||11||1-18<br />
|-<br />
|2011||Lindgren Nikki and Lindgren Claes||Marketing’s Evolution as an Economic Development Strategy: a Washington County, Utah Case Study||University of Gävle||Stig Sörling||||152<br />
|-<br />
|2011||Lucarelli Andrea and Berg Per Olof||City branding: a state-of-the-art review of the research domain||School of Business, Stockholm University, Stockholm, Sweden||Journal of Place Management and Development||Vol. 4 Iss: 1||9 - 27<br />
|-<br />
|2011||Mahnken Gerhard||Place identity beyond province and metropolis: Paths and perspectives in Germany's “capital region” Berlin-Brandenburg||Leibniz-Institute for Regional Development and Structural Planning, Erkner, Germany|| Journal of Place Management and Development||Vol. 4 Iss: 1||67 - 79<br />
|-<br />
|2011||Mugobo Virimai V. and Ukpere Wilfred I.||Is Country branding a panacea or poison? ||Cape Peninsula University of Technology||African Journal of Business Management||Vol. 5(20)||8248-8255<br />
|-<br />
|2011||Neilson Leighann C.||John Murray Gibbon (1875-1952): The branding of a northern nation||Sprott School of Business, Carleton University, Ottawa, Ontario, Canada||CHARM 2011||2||1-18<br />
|-<br />
|2011||Saraniemi Saila||From destination image building to identity-based branding||University of Oulu, Oulu, Finland||International Journal of Culture, Tourism and Hospitality Research||Vol. 5 Iss: 3||247 - 254<br />
|-<br />
|2011||Sevin Efe and Salcigil White Gizem||Turkayfe.org: share your Türksperience||School of International Service, American University, Washington, DC, USA||Journal of Place Management and Development||Vol. 4 Iss: 1||80 - 92<br />
|-<br />
|2011||Statia Elliot||An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images||University of Guelph, Guelph, Ontario, Canada & Carleton University, Ottawa, Ontario, Canada & College of Hospitality and Tourism, at Sejong University, South Korea||Journal of Travel Research Sep2011||Vol. 50 Iss: 5||pp 520-534<br />
|-<br />
|2011||Volcic Zala and Andrejevic Mark||Nation Branding in the Era of Commercial Nationalism||Centre for Critical and Cultural Studies, University of Queensland||International Journal of Communication||5||598-618<br />
|-<br />
|2011||Zenker Sebastian||How to catch a city? The concept and measurement of place brands|| Institute of Marketing and Media, University of Hamburg, Hamburg, Germany||Journal of Place Management and Development||Vol. 4 Iss: 1||40 - 52<br />
|}<br />
<br />
=== 2010-2006 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2010||Álvarez Martinez Óscar||Branding Spain - Analyzing the organizations behind the image of Spain in Sweden||Gotland University||Department of Humanities and Social Sciences ||||pp 1-64<br />
|-<br />
|2010||Amran Harun, Abdul Wahid Bin Mohd Kassim, Oswald Aisat Igau, Sulaiman Tahajuddin & Abdullah Kaid Al-Swidi||Managing Local Brands in Facing Challenges of Globalization: Be a Local or Global Leader?||School of Business and Economics, University Malaysia Sabah, Malaysia &University Utara Malaysia||European Journal of Social Science||Vol. 17 Iss: 2||pp 254-265<br />
|-<br />
|2010||Fan Ying||Branding the nation: towards a better understanding||Brunel Business School||Place Branding and Public Diplomacy||6(2)||97-103<br />
|-<br />
|2010||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Crummer Graduate School of Business||International Marketing Review||27(4)||466-479<br />
|-<br />
|2010||Fetscherin Marc and Marmier Pasca||Switzerland's nation branding initiative to foster science and technology, higher education and innovation: A case study||Crummer Graduate School of Business||Place Branding and Public Diplomacy||6||58–67<br />
|-<br />
|2010||Fujita Marketa and Dinnie Keith||The Nation Branding of the Czech Republic, Slovak Republic, Poland, and Hungary — Contrasting Approaches and Strategies||Business Temple University, Japan Campus||2nd International Conference on Brand Management, IMT Ghaziabad, India, January 8-9||||<br />
|-<br />
|2010||Heslop Louise A., Nadeau John, O'Reilly Norm||China and the Olympics: views of insiders and outsiders||Sprott School of Business, Carleton University, Ottawa, Canada||International Marketing Review||Vol. 27 Iss: 4||404 - 433<br />
|-<br />
|2010||Lee Richard, Klobas Jane, Tezinde Tito and Murphy Jamie||The underlying social identities of a nation's brand||University of South Australia, Adelaide, Australia||International Marketing Review||Vol. 27 Iss: 4||450 - 465<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||Business Administration and Social Sciences / Industrial marketing and e-commerce||||pp 1-31<br />
|-<br />
|2010||Machlouzarides Haris||The future of destination marketing: the case of Cyprus||Marketing Department, Cyprus Tourism Organization, Lefkosia, Cyprus||Journal of Hospitality and Tourism Technology||Vol. 1 Iss: 1||83 - 95<br />
|-<br />
|2010||Pike Steven, Bianchi Constanza, Kerr Gayle and Patti Charles||Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market||Queensland University of Technology, Brisbane, Australia||International Marketing Review||Vol. 27 Iss: 4||434 - 449<br />
|-<br />
|2010||Suzan Bakri Hassan, Mohamed Soliman Abdel Hamid & Hosny Al Bohairy||Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations||Fayoum University, Egypt & Authority Office, Alexandria, Egypt||IJEMS - The International Journal of Mediterranean Study||Vol. 3 No. 2||<br />
|-<br />
|2009||Akotia Mathias||Country Branding: Promoting Investment, Tourism and Exports through Country Communication Management and Social Engineering||||CEO- Brand Ghana Office||||<br />
|-<br />
|2009||Damnjanovic Vesna, Kravic Milena and Abdul Razek Tarek||Tourism Branding Strategy of the Mediterranean Region||University of Belgrade, Serbia & EMUNI University, Slovenia||IJEMS - The International Journal of Mediterranean Study||Vol. 2 No. 1||<br />
|-<br />
|2009||Dinnie Keith||Member State Perspectives on the ASEAN Region Brand||Temple University||3rd International Conference on Destination Branding and Marketing||||<br />
|-<br />
|2009||Dinnie Keith||Leveraging Nation Brand Equity — Potential Strategies for Trinidad and Tobago||Business Temple University, Japan Campus||Magazine of Trinidad & Tobago Chamber of Industry and Commerce||Vol 9, No 4||pp 12-14<br />
|-<br />
|2009||Echeverri Lina Maria||La imagen pais: Como se aplica el marketing a una naciona?||Colegio de Estudios Superiores de Administración CESA||||||<br />
|-<br />
|2009||Fujita Marketa and Dinnie Keith||The nation branding branding of the Czech Republic, Slovak Republic, Poland, and Hungary - Constrasting approaches and strategies||Temple University||International Conference of Brand Management||||<br />
|-<br />
|2009||Hospers Gert-Jan||Lynch, Urry and city marketing: Taking advantage of the city as a built and graphic image||Radboud University, University of Twente||Place Branding and Public Diplomacy||5||226–233<br />
|-<br />
|2009||Marat Erica||Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation||Rout Edge, Taylor and Francis Group||Europe-Asia Studies||61(7)||1123-1136<br />
|-<br />
|2009||Marcus Andersson||Building a visible and attractive region: identity, image, branding and transnational cooperation in the Baltic Sea Region||Tenderson, place branding consultancy in Sweden||Ellefors, A. and Hofrén, E. (eds),||||1-19<br />
|-<br />
|2009||Marzano Giuseppe and Scott Noel||Power in Destination Branding||Annals of Tourism Research||Elsevier Inc.||36||247–267<br />
|-<br />
|2009||Murphy Stephen A.||Examining The Validity Of The Country Brand Personality Construct||Sprott School of Business, Carleton University||ANZMAC||||1-9<br />
|-<br />
|2009||Pasquinelli Cecilia||Place Branding for endogenous development. The case study of Tuscany and the Arnovalley brand.||Sant’Anna School of Advanced Studies Pisa||Regional Studies Association International Conference “Understanding and Shaping Regions: Spatial, Social and Economic Futures”||||<br />
|-<br />
|2009||||Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy||Business Temple University, Japan Campus||Korea Economic Intitute||Vol. 4 No.9||01 - 07<br />
|-<br />
|2009||Snaiderbaur Salvatore||"Made in Italy" in China. From Country of Origin to Country Concept Branding||Benedictine College School of Business||Icfai Journal of Brand Management||6||63-74<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Digital Scholarship UNLV||||<br />
|-<br />
|2008||Aronczyk Melissa||Living the Brand:Nationality, Globality and the Identity Strategies of Nation Branding Consultants||New York University||International Journal of Communication||2||41-65<br />
|-<br />
|2008||Athias Leonardo and Echegaray Fabián||Branding National Assets amidst Global Diversity: Differences and Similarities across Three Latin American Markets||||Esomar Global Diversity Conference||||<br />
|-<br />
|2008||Chang Dae Ham and Jong Woo Jun||Cultural Factors Influencing Country Images: The Case of American College Students’ Attitudes toward South Korea||Missouri School of Journalism - University of Missouri & School of Journalism and Communication - Dankook University||Journal of Mass Communication at Francis Marion University ||Vol. 2 No. 3||<br />
|-<br />
|2008||Dagyte Ina and Zykas Aurelijus||Country Branding: Qualitatively New Shifts in Country Image Communication||Vytautas Magnus University||||||<br />
|-<br />
|2008||Dinnie Keith||Japan's Nation Branding: Recent evolution and potential future paths||Business Temple University, Japan Campus||Journal of Current Japanese Affairs||Vol 16, No 3|| pp 52-65<br />
|-<br />
|2008||Dinnie Keith||Nation Branding and Russia: Prospects and Pitfalls||Business Temple University, Japan Campus|| Russian Journal of Communication|| Vol 1, No 2|| pp 199-201<br />
|-<br />
|2008||Fan Ying||Country of origin, branding strategy and internationalisation: the case of Chinese piano companies||Brunel Business School||Journal of Chinese Economic and Business Studies||6(3)||303-319<br />
|-<br />
|2008||Fan Ying||Self perception and significant others: A conceptual framework for nation image||Brunel Business School||The Sixth Conference of Asia Academy of Management, Taipei||Dec. 14-16||<br />
|-<br />
|2008||Fan Ying||Soft power: power of attraction or confusion?||Brunel Business School||Place Branding and Public Diplomacy||4(2)||147-158<br />
|-<br />
|2008||Florek Magdalena and Insch Andrea||The Trademark protection of country brands: Insights from New Zealand||Emerald Group Publishing Limited||Journal of Place Management and Development||1||292-306<br />
|-<br />
|2008||Gridehoj Adam||Branding From Above: Generic Cultural Branding in Shetland and other Islands||University of Aberdeen, Scotland UK||Island Studies Journal||Vol 2, No 3||pp. 175-198<br />
|-<br />
|2008||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||Department of Sociology, The Open University, UK||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Konecnik Maja and Go Frank||Tourism destination brand identity: The case of Slovenia||Faculty of Economics, University of Ljubljana||Journal of Brand Management<br />
||Vol. 15||pp 177-189<br />
|-<br />
|2008||Saraniemi Saila and Ahonen Mari||Destination Branding from Corporate Branding Perspective||Department of Marketing, University of Oulu, Finland||Proceedings of the Conference on Corporate Communication 2008||||pp 435-448<br />
|-<br />
|2008||Schweiger Günter, Otter Thomas and Strebinger Andreas||The influence of country of origin and brand on product evaluation and the implications thereof for location decisions ||Vienna University of Economics and Business Administration; Department of Advertising and Market Research at Wirtschaftsuniversität Wien||International Review of Business Research Papers||Vol. 4, 2||pp 91-102<br />
|-<br />
|2008||Sonya Hanna, Jennifer Rowley||An analysis of terminology use in place branding||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 61-75<br />
|-<br />
|2008||Simon Anholt||Place branding: Is it marketing, or isn’t it?||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 1-6<br />
|-<br />
|2008||Simonin Bernard L.||Nation Branding and Public Diplomacy: Challenges and Opportunities||University of Michigan||The Fletcher Forum of World Affairs||32(3)||<br />
|-<br />
|2008||Szondi Gyorgy||Public Diplomacy and Nation Branding: Conceptual similarities and Differences||Netherlands Institute of International Relations ‘Clingendael’||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Van Ham Peter||Place Branding: The State of the Art||Netherlands Institute of International Relations “Clingendael”||The Annals of the American Academy of Political and Social Science||Vol 616 No 1||<br />
|-<br />
|2007||Fan Ying||Soft power and nation branding||Brunel Business School||Academy of Marketing Branding Special Interest Group Conference||London|| <br />
|-<br />
|2007||Jami A Fullerton, Alice Kendrick, Kara Chan, Matthew Hamilton, Gayle Kerr||Attitudes towards American brands and Brand America||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 205-212<br />
|-<br />
|2007||Karavatzis Mihalis||Cities and their brands: Lessons from corporate branding ||University of Groningen, the Netherlands||Place Branding and Public Diplomacy||Vol. 5, No 1||pp. 26–37<br />
|-<br />
|2007||Krittinee Nuttavuthisit||Branding Thailand: Correcting the negative image of sex tourism||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 21-30<br />
|-<br />
|2007||Kemming Jan Dirk and Sandikci Özlem||Turkey ’ s EU accession as a question of nation brand image||Bilkent University, Faculty of Business Administration||Place Branding and Public Diplomacy ||Vol. 3||pp 31-41<br />
|-<br />
|2007||Marazza Antonio||A country brand is more than just a logo: Eight golden rules for branding a destination||Landor Associates||Landor Associates||||1-6 <br />
|-<br />
|2007||Pecotich Anthony||Global branding, country of origin and expertise||School of Economics and Commerce, Crawley, Australia||International Marketing Review||Vol. 24 Iss: 3||271 - 296<br />
|-<br />
|2007||Philip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Rufaidah Popy||Branding the nation: Indonesia as a Brand||Department of Management and Business, Padjadjaran University, Indonesia||||||1–16 <br />
|-<br />
|2007||Phillip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Szondi Gyorgy||The role and challenges of country branding in transition countries: The Central and Eastern European experience||Leeds Metropolian University||Place Branding and Public Diplomacy||3(1)||8-20<br />
|-<br />
|2007||Teslik, Lee Hudson||Nation Branding Explained||Council on Foreign Relations||<br />
||||<br />
|-<br />
|2007||Widler Janine||Nation Branding: With Pride against Prejudice||Place Branding and Public Diplomacy||Palgrave Journals||3||144-150<br />
|-<br />
|2006||||Nation Branding and National Identity:Desperately Seeking Singapore||Institute of Policy development||||||<br />
|-<br />
|2006||Anholt Simon||Beyond the Nation Brand: The Role of Image and Identity in International Relations||U.K. Foreign Office Public Diplomacy Board||Anholt-GMI Nation Brands Index,” 2006 Q4 General Report||2006 Q4 General Report||6-12<br />
|-<br />
|2006||Evalyne Wanjiru||Branding African countries: A prospect for the future||||Place Branding||Vol.2||pp. 84-95<br />
|-<br />
|2006||Fan Ying||Branding the nation: What is being branded?||Brunel Business School||Journal of Vacation Marketing||12(1)||5-14<br />
|-<br />
|2006||Grundey Dainora, Toluba Bernardas and Brukiene Just||Country image as a marketing tool for fostering innovation and entrepreneurship||Kaunas Faculty of Humanities, Vilnius University||||||pp 25-42<br />
|-<br />
|2006||Ooi Can-Seng||Tales From Two Countries: The Place Branding of Denmark and Singapore||Asia Research Centre Copenhagen Business School ||Copenhagen Business School||||pp 1-33<br />
|-<br />
|2006||Panasiuk Aleksander||Marketing concept of the brand in tourism||University of Szczecin||Ekonomika ir vadyba: aktualijos ir perspektyvos||Vol. 1 (6)||pp 130-134<br />
|-<br />
|2006||Papp-Váry Árpád Ferenc||The marketing point of view: countries as brands || Budapest College of Communication Institute of Business and Economics || ||||pp 1-10<br />
|-<br />
|2006||Philippe Mihailovich||Brand Messages of Nation Branding: Viewed from Involvement Perspectives||ESLSCA Graduate School of Business, Paris||Place Branding, Palgrave Macmillan Ltd||2||229–247<br />
|-<br />
|2006||Philippe Mihailovich||Kinship branding: A concept of holism and evolution for the nation brand||School of Business, Paris|| Place Branding||Vol 2, No 3||pp 229-247<br />
|-<br />
|2006||Rein Irving and Shields Ben||Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialized nations||Northwestern University, USA||Place Branding and Public Diplomacy||Vol 3||pp. 73-85<br />
|}<br />
<br />
=== 2005-2000 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2005||||Branding the City through Culture and Entertainment ||University of Groningen, the Netherlands||AESOP 2005, Vienna||||<br />
|-<br />
|2005||Anholt Simon || Three interlinking concepts: Intellectual Property, Nation Branding and Economic Development || Brand Management || WIPO International Seminar on Intellectual Property and Development, Geneva, Switzerland || ||pp 1-6<br />
|-<br />
|2005||Blain Carmen, Levy Stuart E. and Ritchie J. R. Brent||Destination Branding: Insights and Practices from Destination Management Organizations||||Journal of Travel Research||Vol. 43||pp 328-338<br />
|-<br />
|2005||Dzenovska Dace||Remaking the nation of Latvia: Anthropological perspectives on nation branding||University of California in Berkeley||Place Branding||1(2)||173-186<br />
|-<br />
|2005||Fan Ying||Can a nation be marketed like products?||University of Lincoln||PKU Business Review||No. 9||(In Chinese)<br />
|-<br />
|2005||Fan Ying||Branding the nation: What is being branded?||Brunel Business School, Brunel University||Journal of vacation Marketing||Vol. 12 No.1||5 - 14<br />
|-<br />
|2005||Florek Magdalena||The country as a new challenge for Poland||University of Economics||Place Branding||1(2)||205-214<br />
|-<br />
|2005||Gudjonsson Hlynur||Nation Branding||Icelandic||Place Branding||1||283–298<br />
|-<br />
|2005||Kavaratzis Mihalis||Place Branding: A Review of Trends and Conceptual Models||||Westburn Publishers Ltd||Vol.5, No.4 ||pp. 329-342<br />
|-<br />
|2005||Nworah Uche||Country Branding And The Nigeria Image Project As A Case Study||University of Greenwich||Journal of Global Politician||||<br />
|-<br />
|2005||Parkerson Brenda, Saunders John||City branding: Can goods and services branding models be used to brand cities?||||Place Branding||Vol. 1||pp. 242–264<br />
|-<br />
|2005||Pike Steven||Tourism Destination Branding Complexity||||Journal of Product & Brand Management ||Vol. 14(4)||pp 258-9<br />
|-<br />
|2004||Anholt Simon and Hildreth Jeremy||‘Brand America: The mother of all brands’||Brand Management||Henry Stuart Publications||12||405–406<br />
|-<br />
|2004||Caldwell Niall, Freire Joao R.||The differences between between the branding a country, a region and a city: Applying the Brand Box Model||London Metropolitan University||The Journal of Brand Management||12(1)||50-61<br />
|-<br />
|2004||Clemens Roxanne, Babcock Bruce A.||Country of Origin as a Brand: The Case of New Zealand Lamb||Midwest Agribusiness Trade Research and Information Center, Iowa State University||MATRIC Briefing Paper 04-MBP 9||9||1-25<br />
|-<br />
|2004||Dinnie Keith||Place Branding: Overview of an Emerging Literature||Business Temple University, Japan Campus||Place Branding||Vol 1, No 1||pp 106-110 <br />
|-<br />
|2004||Fan Ying||Nation branding: Confusion and paradox||University of Lincoln||the proceedings of the 33rd EMAC Conference||18-21 May||Murcia<br />
|-<br />
|2004||Kavaratzis Mihalis||From city marketing to city branding: Towards a theoretical framework for developing city brands||University of Groningen, the Netherlands||Place Branding, Henry Stewart Publications||Vol 1, No 2||pp. 58 -73<br />
|-<br />
|2004||Kavaratzis Mihalis and Ashworth G. J.||City Branding: An effective assertion of identity or a transitory marketing trick?||University of Groningen, the Netherlands||Tijdschrift voor Economische en Sociale Geografie||Vol. 96, No. 5||pp. 506-514<br />
|-<br />
|2004||Morriset Jacques and Andrews-Johnson Kelly ||The effectiveness of promotion Agencies at attracting foreign Direct Investment||Foreign Investment Advisory Service||The International Bank for Reconstruction and Development/The World Bank||||3-104<br />
|-<br />
|2004||Papadopoulos Nicolas||Place branding: Evolution, meaning and implications||Eric Sprott School of Business|| Place branding||1(1)||36-49<br />
|-<br />
|2004||Pike Steven D.||Destination brand positioning slogans – towards the development of a set of accountability criteria||Faculty of Economics, University of Zagreb||Acta Turistica ||16(2)||pp 102-124<br />
|-<br />
|2003||Carolien Gehrels, Ocker van Munster, Mark Pen, Maartje Prins, Jessie Thevenet||Choosing Amsterdam. Brand, concept and organisation of the city marketing||City of Amsterdam||City of Amsterdam|| ||pp. 1-60<br />
|-<br />
|2003||Nigel J. Morgan, Annette Pritchard, Rachel Piggott||Destination branding and the role of the stakeholders: The case of New Zealand||||Destination branding and the role of the stakeholders: The case of New Zealand||Vol. 9, No.3 ||pp. 285-299<br />
|-<br />
|2003||||Branding a Country||Interbrand||Interbrand||||1-4<br />
|-<br />
|2002||Gilmore Fiona||A country — can it be repositioned? Spain — the success story of country branding||Springpoint||The Journal of Brand Management||9||281-293<br />
|-<br />
|2002||Hall Derek||Brand development, tourism and national identity: The re-imaging of former Yugoslavia||Scottish Agricultural College||Journal of Brand Management||9(4)||323-334<br />
|-<br />
|2002||Kotler Philip and Gertner David||Country as brand, product, and beyond: A place marketing and brand management perspective||Kellogg Graduate School of Management, Northwestern University; Lubin School of Business||The Journal of Brand Management||9||249–261<br />
|-<br />
|2002||Lodge C.||Success and failure: The brand stories of two countries<br />
||Journal of Brand Management||Palgrave Journals||9||372–384<br />
|-<br />
|2002||Morgan Nigel J, Pritchard Annette and Piggott Rachel||New Zealand, 100% Pure. The creation of a powerful niche destination brand||The Welsh School of Hospitality, Tourism and Leisure||Journal of Brand Management||9(4)||335-354<br />
|-<br />
|2002||Olins Wally||Branding the nation: the historical context||Wolff Olins||Journal of Brand Management||9||241–248<br />
|-<br />
|2002||Papadopoulos Nicolas; Heslop, Louise||Country equity and country branding: Problems and prospects||Eric Sprott School of Business||The Journal of Brand Management||9||294–314<br />
|-<br />
|2002||Supphellen M. and Nygaardsvik I.||Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model||Norwegian School of Economics||The Journal of Brand Management||9||385–395<br />
|-<br />
|2001||Van Ham Peter||The rise of the brand state: The postmodern politics of image and reputation||Netherlands Institute of International Relations “Clingendael”|| Foreign Affairs||Vol 80, No 5||pp 2-6<br />
|-<br />
|2000||O’Shaughnessy John and O’Shaughnessy Nicolas J.||Treating the nation as a brand: some neglected issues||Cambridge University, Columbia University||Journal of Macromarketing||20(1)||56-64<br />
|}<br />
<br />
== Degree Papers ==<br />
<br />
===2011 - present===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2012||Balencourt Amélie, Curado Zafra Antonio, ||City Marketing: How to promote a city?: The case of Umeå||Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE)||Hultén Peter||56<br />
|-<br />
|2012||Berende Bart, Kredig Fabian||What’s in a Name?: A study on the success factors of brand naming in China||Jönköping University||Muellern, Tomas||61<br />
|-<br />
|2012||Cecilia Pasquinelli||Competition, Cooperation, Co-opetition. Widening the perspective on Place Branding.||Scuola Superiore Sant’Anna||Prof. Nicola Bellini||166<br />
|-<br />
|2012||Dumbraveanu Daniela||Place branding: a challenging process for romania||Bucharest University,||||10<br />
|-<br />
|2012||Elena Rudneva||City Branding as an Instrument of Urban Strategic Development in Russia and Finland (cases: Vyborg, Russia and Lappeenranta, Finland)||Bielefeld University, St. Petersburg State University, Centre for German and European Studies (CGES)||Dr. Elena Belokurova||91<br />
|-<br />
|2012||Klonova Anastasiia||The Role of Mega-events in Country Branding : Case Study on Brand of Ukraine before European Football Championship 2012||Karlstad University||Pamment, James||96<br />
|-<br />
|2012||Lindblom Filip, Pettersson Rickard, Lorentz Erik ||City Branding: As a marketing tool in an increased competitive environment||Jönköping University, Jönköping International Business School, JIBS, Business Administration||Bogic Dijana Doktorand||70<br />
|-<br />
|2012||Martinez Oscar Alvarez ||Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations||Gotland University||Dahl Matilda||80<br />
|-<br />
|2012||Martis Niklas||The World Heritage Coulisse: Identity, Branding and Visualisation in the city of Mantua||Gotland University, School of Culture, Energy and Environment||Legnér, Mattias||57<br />
|-<br />
|2012||Nash Meghan Elizabeth||Branding the Buaile: Using Ireland's Vernacular Architecture to Create a Global Tourism Brand||University of Cincinnati||John Hancock||124<br />
|-<br />
|2012||Ogundipe Samuel Johnson||A proposed Model for Country Branding : an experimental Application on Nigeria||Dalarna University||Elbe, Jorgen||85<br />
|-<br />
|2012||Owen Ashley||Destination USA: Marketing the United States as an International Travel Destination||University of Southern California||||<br />
|-<br />
|2012||Tove Eriksson||The English nation-brand and international recruitment from Finland||ARCADA||Peter Mildén||67<br />
|-<br />
|2011||Buckner Bonnie||The comparative identity of Nations: image of Nations as an assessment tool of national identity||Fielding Graduate University||||159<br />
|-<br />
|2011||Choi Suh Hee||Conceptualizing tourism image and nation image: An integrated relational-behavioral model||Purdue University||Liping A Cai||335<br />
|-<br />
|2011||Cretu Ionela||Destination image and destination branding in transition countries: the Romanian tourism branding campaign "Explore the Carpathian garden"||University of York||||117<br />
|-<br />
|2011||Azar Emil, Hedvall Robin, Larsson Markus||What is Swedishness?: - a qualitative research from the customer- and organisational perspective||Jönköping University||Hartmann, Benjamin||47<br />
|-<br />
|2011||Franceschetti Nadia||Place marketing and place making: Toronto, tourism, and the fractured gaze||Queen's University, Toronto||||90<br />
|-<br />
|2011||Gutzmer Alexander||New media urbanism : how brand-driven city building is virtualising the actual of space||Goldsmiths College(University of London)||||<br />
|-<br />
|2011||Hansen Trine, Iverse Betina||Bestseller Canada: Bestseller's Entry to the canadian market||Aarhus University. Business and Social Science||||70<br />
|-<br />
|2011||Hellberg Linnéa||Country Branding in a Chinese Context: Using a Swedish Example||Lunds Universitet, Sweden||Carl-Johan Asplund||65<br />
|-<br />
|2011||Johansson Stenberg Lisa||Time to re-think?: A brand new approach on brand identity, Minor Field Study of the Philippines||Linnaeus University, Sweden||Sandell, Michaela||80<br />
|-<br />
|2011||Kulshreshtha Shobhit||Destination branding: Improving tourist perception of UK||Leeds University, Leeds||Dr. Des Thwaites||68<br />
|-<br />
|2011||MacDonald Katherine||Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand||Victoria University of Wellington, New Zealand||Dr David Capie||82<br />
|-<br />
|2011||Melkumyan Mariam||Development of a logo assessment matrix in response to challenges in designing graphic identity for country tourism branding campaigns||Iowa State University||Lisa Fontaine||91<br />
|-<br />
|2011||Nguyen Viet Hung, Wang Zhuochuan||Practice of Online Marketing with Social Media in Tourism Destination Marketing: The Case Study of VisitSweden, Sweden||Södertörn University College||Anders Steene||64<br />
|-<br />
|2011||Prieto Larraín María Cristina||Branding the Chilean nation : socio-cultural change, national identity and international image||Leiden University, Netherlands||P. Silva||<br />
|-<br />
|2011||Rungø Lars ||Destination Branding:A comparative analysis of London’s and Liverpool’s visitors’ guides for 2011||Aarhus University, Denmark||Mariette Ulbæk||87<br />
|-<br />
|2011||Sonnleitner Katharina||Destination image and its effects on marketing and branding a tourist destination: A case study about the Austrian National Tourist Office - with a focus on the market Sweden||Södertörn University College||Steene, Anders||100<br />
|-<br />
|2011||Yang Fan||Faking China, Faked in China: Nation Branding, Counterfeit Culture, and the Post-socialist State in Globalization||George Mason University, Virginia||Smith, Paul||386<br />
|-<br />
|2011||Yang Fang||Movies' impact on place images and visitation interest: a product placement perspective||Michigan State University||||178<br />
|}<br />
<br />
===2010 - 2006===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
<br />
<br />
<br />
|2010||Agyeman - Duah Racheal Pokuah||Nation branding as a tool for the increase of foreign direct investment||Ashesi University College||Dr. Esi Ansah||63<br />
|-<br />
|2010||Algayerova Olga||Establishment of Public Diplomacy In Slovakia : An Effective New Approach||University of Malta||||110<br />
|-<br />
|2010||Alvarez Martinez Oscar||Branding Spain : analyzing the organizations behind the image of Spain in Sweden||Gotland University, Sweden||Dahl Matilda||80<br />
|-<br />
|2010||Alzadjali Badar|| Nation Brand In Oman: Studying Stakeholders’ Views On “Branding Oman’’ ||De Montfort University||||138<br />
|-<br />
|2010||Björner Emma||Nation branding at world expositions. Sweden’s brand architecture at Expo 2010.||Stockholms Universitet, Sweden||Per Olof Berg||34<br />
|-<br />
|2010||Hansen Matthew, Lee Yen Wiee||City Branding: The effects of hosting sporting events: An empirical study of Singapore||Jönköping University||Clas Wahlbin||34<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Competitive identity management- symbolic capital promotion and accumulation by public- policy based mental- mapping (CIM-S.C.P&A): Nation branding and public diplomacy in Sweden||Universitat Wien, Austria||||319<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Nation Branding and Diplomacy in Sweden||University of Vienna||Dr. Sven Hakon Rossel||319<br />
|-<br />
|2010||Kidane Getu Kebede||Branding Ethiopia: Opportunities and Challenges||University of South Africa||JH VISSER||42<br />
|-<br />
|2010||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||The Open University, UK||||39<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||||31<br />
|-<br />
|2010||McCoy Janelle||Ecotourism: A Strategic Campaign for Tourism in Finland ||University of Kansas||||113<br />
|-<br />
|2010||Murai Yasuko||Brand South Africa and the Discursive Construction of South African national identity||London School of Economics, UK||||35<br />
|-<br />
|2010||Potipan Pavinee, Worrawutteerakul Nantaphorn||A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai wave ||Malardalen University||Tobias Eltebrandt||71<br />
|-<br />
|2010||Shore Nueriel||Brand Israel: An analyses of nation branding concepts as they relate to the state of Israel||University of Southern California||||87<br />
|-<br />
|2010||Skinner Heather||Conceptualising the relationship betwen nationhood, national and clutural identity, and place branding||University of Glamorgan||||<br />
|-<br />
|2010||Srisutto Sawaros ||Country Branding, Consumption Values, and Purchase Decision Confidence: A Case Study of Tourists to Thailand||Lincoln University, UK||Dr David Cohen, Dr Rick Fraser||223<br />
|-<br />
|2010||Trinidad Angela Anne||From Sweden with Love: Swedish Indie Music and the Nation Branding of Sweden||University of Gottingen||Dr. Karin Hoff||77<br />
|-<br />
|2010||Van Meer Laura||COMMUNICATING DESTINATION BRAND PERSONALITY||NHTV University of Applied Sciences||||77<br />
|-<br />
|2010||Van Haaren Lisa Margarita||Defining the Country Branding of Curacao:A comparison between the Dutch and US Target Market||Tilburg University||Dr. A.M van Gool||45<br />
|-<br />
|2010||Yoon Jiyoung||A conceptual model for city branding based on semiotis||Brunel University||||<br />
|-<br />
|2009||Al-Arrayed Lamya J.||Bahrain's bigger picture : a contextualized brand image for tourism||The University of Strathclyde||||<br />
|-<br />
|2009||Aronczyk Melissa||Branding the nation: Mediating space, value, and identity in the context of global culture||New York University||Aurora Wallace; Craig Calhoun; Richard Sennett||317<br />
|-<br />
|2009||Benjamin Manasoe|| Branding a Region: the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Chatterjee Sumana||An economic analysis of FDI in India||University of Baroda||P.R. Joshi||261<br />
|-<br />
|2009||Duborija Marco and Mlivic Aida||A Long Forgotten Jewel : Branding and Imaging of a destination||University of Kalmar, Sweden||Wessblad, Hans||75<br />
|-<br />
|2009||Fan Ying||BRANDING THE NATION: TOWARDS A BETTER UNDERSTANDING ||Brunel University||||11<br />
|-<br />
|2009||First Ivana||Brand Meaning and its Creation in a Cross-Cultural Context ||University of St. Gallen||Prof. Dr. Torsten Tomczak||199<br />
|-<br />
|2009||Lee Kyung Mi||Nation branding and sustainable competitiveness of nations||University of Twente, Netherlands||Prof. Dr. H. Brinksma||232<br />
|-<br />
|2009||Manasoe Benjamin||Branding a Region: Branding a Region:the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Qin Sun||An analytical model of the determinants and outcomes of nation branding||University of North Texas||Audhesh K. Paswan; Margie A. Tieslau||116<br />
|-<br />
|2009||Saraniemi Saila||Destination branding in a country context. A Case study of Finland in the British Market||University of Joensuu||Professor Ph.D. Raija Koppula||92<br />
|-<br />
|2009||Winter Carolin||Branding Finland on the internet: Images and stereotypes in Finland's Tourism Marketing||University of Jyväskylä||||122<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Dr. Billy Bai||71<br />
|-<br />
|2009||Xiaoyan Lu||A contemporay Brand China : an investigation into the development of Brand China in the context of global socio-political and cultural influences in the 21st century||University of Southampton||||<br />
|-<br />
|2008||Bitterman Albert (Alex)||Brandtopia: A Critical Consideration of the Evolution and Future of Place Branding||State University of New York at Buffalo||||319<br />
|-<br />
|2008||Choi Jungmin||Place Branding Strategies for Alvesta Municipality||Växjö Universitet, Sweden||Jesper Persson||<br />
|-<br />
|2008||Hassman Rommey||The Islael Brand Nation Marketing under Constant Conflict||Telaviv University||||86<br />
|-<br />
|2008||Moilanen Teemu||Network brand management:Study of competencies of place branding ski destinations||HELSINKI SCHOOL OF ECONOMICS||||233<br />
|-<br />
|2008||Prucpairojkul Piyada||Thailand’s Nation Branding: A study of Thai nation-brand equity and capabilities||Mälardalen University, Sweden||Tobias Eltebrandt||103<br />
|-<br />
|2008||Sohail Aamir, Shahzad Kashif, Ahmad Din Ishtiaq||The Role of corporate social responsibility to create positive positioning in the branding of a country and particular to Pakistan ||Blekinge Institute of Technology School of Management||Prof. Ian Robson||90<br />
|-<br />
|2008||Soo Mei Wan||Country branding and residency choice||University of Malaya||||66<br />
|-<br />
|2008||Svedberg Jenny and Gustafson Johanna||Sail or not to sail?: How to use a ship as an event marketing tool to promote a country||University of Kalmar, Sweden||Timlon, Joachim||78<br />
|-<br />
|2008||Szondi Gyorgy||Public Dyplomacy and Nation Branding: Conceptual Similarities and Differencies||Netherlands Institute of International relations "Clingendael"||||42<br />
|-<br />
|2008||Uhrenholt Hannah||Destination Branding of NYC - Crating a Destination Brand Identity||Aalborg Universitet||Line Schmeltz Glob||103<br />
|-<br />
|2007||Abyareh Reza||Tourism Attracction and their influence on handicraft employment in Isfahan||Lulea University of Technology||Peter Dieke and Ali Sanayei||74<br />
|-<br />
|2007||Bryan Innes||International Product Differentiation Through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products||University of Saskatchewan, Saskatoon, Canada||Prof. William A. Kerr, Prof. Jill E. Hobbs||36<br />
|-<br />
|2007||Ferreira Gail||Consumer Perceptions of Global Branding and Iconization||University of Phoenix, Phoenix||Dr. David Hall||<br />
|-<br />
|2007||Kaneva Nadia||Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria.||University of Colorado at Boulder||||<br />
|-<br />
|2007||Marshalls Maurice Ndalahwa||Country image and its effects in promoting a tourist destination||Blekinge institute of technology, Sweden||Dr. Anders Hederstierna||96<br />
|-<br />
|2007||Nömm Heidi Marie||The Image of Sweden : A Study of the Swedish Embassy’s : Nation Branding and Public Diplomacy in Germany||Uppsala universitet, Sweden||||<br />
|-<br />
|2007||Outhavong Sounthaly||Branding "nation brand"||The University of Texas at Austin||Burns, Neal M.||151<br />
|-<br />
|2007||Papp-Váry Árpád Ferenc||The role and effects of country branding: Country image in the enlarged european union||University of west Hungary, Hungary||Dr. hab. László Józsa CSc||<br />
|-<br />
|2007||Rizvanovic Aida||Destination Image and Branding : tourism between war and peace||Aalborg Universitet|| Peter Allingham||83<br />
|-<br />
|2007||Spaans Emiel||Can countries be branded just like a products?||Universiteit van Amsterdam||Piet Verhoeven||93<br />
|-<br />
|2007||Undén Charlotta||Multinational Corporations and Spillovers in Vietnam - Adding Corporate Social Responsibility||University of Lund||Yves Bourdet||46<br />
|-<br />
|2007||Yeo Pei Chen||The effects of country branding on citizenship choice||||||<br />
|-<br />
|2006||Hemström Oskar, Luu Joakim, Unenge Ulrik ||Attracting Chinese Tourism: How Sweden can gain a larger share of the Chinese outbound tourism||Jönköping University||Anderson Helén||79<br />
|-<br />
|2006||Kangasmäki Heini||How Important Is an Image? : Dutch Travel Agencies' Perception of Sweden as a Travel Destination||Karlstads universitet, Sweden||Koskelainen, Maja||<br />
|-<br />
|2006||Santana Adriana Campelo||Place brand: lessons from New Zealand brand.||Universidade Federal da Bahia, Brazil||Claudio Guimarães Cardoso; Paulo Henrique de Almeida; Elaine Figueira Norberto Silva||<br />
|-<br />
|2006||Wahlqvist Stina, Larsson Therese||Brand New City: A Place marketing study on Jönköping||Jönköping University||Karl-Erik Gustafsson||79<br />
|-<br />
|2005||Salcedo y Bandiwan Lea-Grace||The impact of local tourism to boost local enconomy in the city of Baguio||Saint Louis University||||329<br />
|}<br />
<br />
===2005 - 2001===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2005||Day Gordon Jonathon||Branding Nations as Tourism Destinations in the USA||James Cook University||||369<br />
|-<br />
|2005||Kavaratzis Mihalis||Branding the City through Culture and Entertainment||University of Groningen||||7<br />
|-<br />
|2005||Sibonokuhle Gumpo||Branding a country : the case of Zimbabwe||University of South Africa||Mr. Hennie Visser||126<br />
|-<br />
|2005||Winfield-Pfefferkorn Julia||The branding of cities, exploring City Branding and the Importance of brand image||Graduate School of Syracuse Univeristy||||146<br />
|-<br />
|2004||Chen Yen-yang||The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand||National Sun Yat-Sen University, Taiwan||||<br />
|-<br />
|2004||Eugene Song Kim||The Meanings of the Global Brand: A perspective from the Korean consumers||University of Hawaii||Dr Dana L. Alden||185<br />
|-<br />
|2004||Georgescu Anamaria and Botescu Andrei||Branding National Identity||Lund University, Sweden||Jan-Olof Nilsson||79<br />
|-<br />
|2003||Fakuda Osamu||Is Japan able to become an attractive country? Nation Branding in Tourism||Oxford Brookes University, UK||||110<br />
|-<br />
|2003||Rainisto Seppo K||Success factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States||Helsinki University of Technology||Henrikki Tikkanen, Professor of Marketing||271<br />
|-<br />
|2001||Lapp Axel||Berlin Biennale 2 - A biennale or a brand ||Humboldt University Berlin||||<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Research
Research
2017-11-06T11:21:14Z
<p>Wikieditor: /* 2011-present */</p>
<hr />
<div>== Academic Papers ==<br />
<br />
=== 2011-present ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|-<br />
||2017||Robert Govers; Nicholas Cull||Place Branding and Public Diplomacy ||Palgrave MacMillan|| - ||41254 ||Paper<br />
|-<br />
||2014||Zenker, S. and Rütter, N.||Is satisfaction the key? The role of citizen satisfaction, place attachment and place brand attitude on positive citizenship behavior||-||Cities|| 38(June)||11-17<br />
|-<br />
|2013||Marcello Assandri||A branding perspective on the global challenges of the EU brand||Marcello Assandri||Educational Research||Article 1||Paper<br />
|-<br />
|2013||Kinga Jentetics||The Creative Aspect of Country Branding - How Music Is Able to Influence the Country Image in Case of Hungary|| ||Content 2 Connect|| || <br />
|-<br />
|2012||Adebola Olakunle Igbekele, Talabi Felix Olajide and Lamidi Ishola Kamorudeen||Rebranding Nigeria: the role of advertising and public relations at correcting Nigeria image||Department of Mass Communication, Rufus Giwa Polytechnic, Owo, Nigeria||Educational Research||Vol 3 (5)||pp 424-428<br />
|-<br />
|2012||Atorough Peter and Martin Andrew||The politics of destination marketing: Assessing stakeholder interaction choice orientations toward a DMO formation, using the Thomas-Kilmann Conflict Mode Instrument||Robert Gordon University, Aberdeen, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||35 - 55<br />
|-<br />
|2012||Bhat Sushma and Gaur Sanjaya S.||Managing diverse stakeholders in the context of destination marketing||School of Business, Faculty of Business and Law, Auckland University of Technology (AUT), Auckland, New Zealand||Worldwide Hospitality and Tourism Themes||Vol. 4 Iss: 2||185 - 202<br />
|-<br />
|2012||Candace L White||Brands and national image: An exploration of inverse country-of-orgin effect||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 110-118<br />
|-<br />
|2012||Fan Ying and Akram Shahani||Country image of Pakistan: A preliminary study||University of Northampton||Forthcoming||||<br />
|-<br />
|2012||Fan Ying||Nation branding: State of the art and future outlooks||University of Northampton||the IPAM International Conference||7 Feb.||Palacio Quintela, Lisbon<br />
|-<br />
|2012||Florian Zach||Partners and Innovation in American Destination Marketing Organizations||Temple University, Philadelphia, PA, USA||Journal of Travel Research Nov2012|| Vol. 51 Iss: 4||pp 412-425<br />
|-<br />
|2012||Iveson Kurt||Branded cities: outdoor advertising, urban governance, and the outdoor media landscape||School of Geosciences, University of Sydney, NSW, Australia||Antipode Jan2012||Vol. 44 Iss: 1||pp 151-174<br />
|-<br />
|2012||Konecnik Ruzzier Maja||The importance of diverse stakeholders in place branding: The case of " I feel Slovenia "||Marketing Department, Faculty of Economics, University of Ljubljana, Slovenia||Anatolia: An International Journal of Tourism & Hospitality Research Apr2012, Vol. 23 Issue 1, p49-60||Vol. 23 Iss: 1||pp 49-60<br />
|-<br />
|2012||Konecnik Ruzzier Maja and Petek Nusa||Country Brand I Feel Slovenia: first response from locals||University of Ljubljana, Faculty of Economics||Economic Research - Ekonomska istraživanja ||Vol. 25 No. 2||pp 465-484<br />
|-<br />
|2012||Marandu Edward E., Amanze Donatus N. and Mtagulwa Tirubaza C. P.||Nation Branding: An Analysis of Botswana’s National Brand||University of Botswana||International Journal of Business Administration||Vol 3, No 2||pp 17-27<br />
|-<br />
|2012||Mupemhi Shepherd and Mupemhi Ronicah||Branding in Emerging Markets: Lessons for Zimbabwe||School of Business Leadership, Midlands State University & Dept. of Marketing Management, Midlands State University, Zimbabwe||IJMBS ||Vol. 2 Iss: 1||<br />
|-<br />
|2012||Olovsson Clara and Berendji Djannet||Umeå. Wants more.: A coordination perspective on how key stakeholders develop placebrand identity.||Umeå University||Zsuzsanna Vincze||||83<br />
|-<br />
|2012||Robert Govers||Brand Dubaiand its competitors in the Middle East: An image and reputation analysis||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 48-57<br />
|-<br />
|2012||Saad Suhana||Re-building the Concept of Nation Building in Malaysia||School of Social, Development & Environmental Studies, Faculty of Social Sciences & Humanities, The National University of Malaysia||Asian Social Science Apr2012||Vol. 8 Iss: 4||pp 115-123<br />
|-<br />
|2012||Scaramanga Marinda||Talking about art(s): A theoretical framework clarifying the association between culture and place branding||Université de Toulon-Var, Toulon, France and University of Leicester, Leicester, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||70 - 80<br />
|-<br />
|2012||Williams Robert||Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology||1 -- Business Administration and Economics, Saint Mary's College, Notre Dame, USA 2 -- School of Marketing, Tourism & Languages, Edinburgh Napier University, Edinburgh, UK||Journal of Marketing for Higher Education Jan-Jun2012||Vol. 22 Iss: 1||pp 71-81<br />
|-<br />
|2011||Akotia Mathias, Ebow Spio Anthony, Frimpong Kwabena and Austin Nathan K.||Country branding: a developing economy perspective||Brand Ghana Office, Ashesi University College, Ghana Institute of Management and Public Administration and Morgan State University||International Journal of Business Strategy||Vol 11, No 2||pp 123-131<br />
|-<br />
|2011||Bulearca Marius and Bulearca Suzana||Romania branding campaign – an IMC perspective||Center for Industry and Services’ Economics, Romanian Academy, ROMANIA & Bournemouth University, UK||International Journal of Business, Management and Social Sciences ||Vol. 2 No. 3||pp 35-58 <br />
|-<br />
|2011||Cozmiuc Cornelia||City branding- just a compilation of marketable assets?||Alexandru Ioan Cuza University Romania||Economy Transdisciplinarity Cognition||Vol. 14, Issue 1/2011||pp 428-436<br />
|-<br />
|2011||Chen Chun-An, Lee Hsien-Li, Lee Ming-Huang and Yang Ya-Hui||How to develop Taiwan's tourism nation brand||||African Journal of Business Management||Vol. 5(16)||pp 6764-6773<br />
|-<br />
|2011||Dinnie Keith||Nation branding and integrated marketing communications: an ASEAN perspective||T.C. Melewar, School of Management and Law, Center for Marketing Management, Zurich University of Applied Sciences, Winterthur, Switzerland||International Marketing Review||Vol. 27 Iss: 4||388 - 403<br />
|-<br />
|2011||Fan Ying||Confucius as a nation brand for China||Brunel Business School||The first International Symposium of Corporate Heritage and Brand||30 Nov. -2 Dec.||London<br />
|-<br />
|2011||Fan Ying||Confucius meets Mao: National symbols and nation image||Brunel Business School||14th ICIG Symposium||14-16 September<br />
||IE University, Segovia<br />
|-<br />
|2011||Fanning John||Branding and Begorrah: The Importance of Ireland’s Nation Brand Image||UCD Smurfit Business School||Irish Marketing Review||Vol 21 (1, 2)||pp. 23-31<br />
|-<br />
|2011||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Emerald||International Marketing Review||Vol. 27 Iss: 4||466 - 479<br />
|-<br />
|2011||Gertner Rosane K.||Nation Brand Personality: Students’ Perceptions of Tourism and Study Abroad Destinations||College of Staten Island at The City University of New York. Business Department||International Review of Business Research Papers||Vol. 7 No. 6||pp 115-127<br />
|-<br />
|2011||Giovanardi Massimo||Producing and consuming the painter Raphael's birthplace||Department of Studies in Society, Politics and Institutions (DiSSPI) –“Carlo Bo”, University of Urbino, Urbino, Italy||Journal of Place Management and Development||Vol. 4 Iss: 1||53 - 66<br />
|-<br />
|2011||Harrison-Walker L. Jean||STRATEGIC POSITIONING OF NATIONS AS BRANDS<br />
||The University of Houston-Clear Lake ||Journal of International Business Research||Vol 10 (2)||pp. 135-147<br />
|-<br />
|2011||Hazime Hanan||From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi || Faculty of Economics, University of the Basque Country, Bilbao, Spain || African Journal of Business Management ||Vol. 5 (12)|| pp 4731-4745<br />
|-<br />
|2011||Kambiz Heidarzadeh Hanzaee & Hamid Saeedi||A Model of Destination Branding For Isfahan City: Integrating the Concepts of the Branding and Destination Image||Department of Business Management<br />
Science and Research Branch and Department of Business Management, Islamic Azad University, Tehran, Iran <br />
||Interdisciplinary Journal of Research in Business<br />
||Vol. 1 Iss: 4<br />
||pp 12-28<br />
|-<br />
|2011||Kaneva Nadia||Nation Branding: Toward an Agenda for Critical Research||University of Denver||International Journal of Communication||5||117-141<br />
|-<br />
|2011||Kuusik Andres||Innovation in destination marketing||Faculty of Economics and Business Administration, University of Tartu, <br />
Tartu, Estonia<br />
||Baltic Journal of Management<br />
||Vol. 6 Iss: 3<br />
||378 - 399<br />
|-<br />
|2011||Kwortnik Robert J. and Hawkes Ethan||Positioning a Place: Developing a Compelling Destination Brand||Cornell University, the School of Administration||Cornell Hospitality Report||11||1-18<br />
|-<br />
|2011||Lindgren Nikki and Lindgren Claes||Marketing’s Evolution as an Economic Development Strategy: a Washington County, Utah Case Study||University of Gävle||Stig Sörling||||152<br />
|-<br />
|2011||Lucarelli Andrea and Berg Per Olof||City branding: a state-of-the-art review of the research domain||School of Business, Stockholm University, Stockholm, Sweden||Journal of Place Management and Development||Vol. 4 Iss: 1||9 - 27<br />
|-<br />
|2011||Mahnken Gerhard||Place identity beyond province and metropolis: Paths and perspectives in Germany's “capital region” Berlin-Brandenburg||Leibniz-Institute for Regional Development and Structural Planning, Erkner, Germany|| Journal of Place Management and Development||Vol. 4 Iss: 1||67 - 79<br />
|-<br />
|2011||Mugobo Virimai V. and Ukpere Wilfred I.||Is Country branding a panacea or poison? ||Cape Peninsula University of Technology||African Journal of Business Management||Vol. 5(20)||8248-8255<br />
|-<br />
|2011||Neilson Leighann C.||John Murray Gibbon (1875-1952): The branding of a northern nation||Sprott School of Business, Carleton University, Ottawa, Ontario, Canada||CHARM 2011||2||1-18<br />
|-<br />
|2011||Saraniemi Saila||From destination image building to identity-based branding||University of Oulu, Oulu, Finland||International Journal of Culture, Tourism and Hospitality Research||Vol. 5 Iss: 3||247 - 254<br />
|-<br />
|2011||Sevin Efe and Salcigil White Gizem||Turkayfe.org: share your Türksperience||School of International Service, American University, Washington, DC, USA||Journal of Place Management and Development||Vol. 4 Iss: 1||80 - 92<br />
|-<br />
|2011||Statia Elliot||An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images||University of Guelph, Guelph, Ontario, Canada & Carleton University, Ottawa, Ontario, Canada & College of Hospitality and Tourism, at Sejong University, South Korea||Journal of Travel Research Sep2011||Vol. 50 Iss: 5||pp 520-534<br />
|-<br />
|2011||Volcic Zala and Andrejevic Mark||Nation Branding in the Era of Commercial Nationalism||Centre for Critical and Cultural Studies, University of Queensland||International Journal of Communication||5||598-618<br />
|-<br />
|2011||Zenker Sebastian||How to catch a city? The concept and measurement of place brands|| Institute of Marketing and Media, University of Hamburg, Hamburg, Germany||Journal of Place Management and Development||Vol. 4 Iss: 1||40 - 52<br />
|}<br />
<br />
=== 2010-2006 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2010||Álvarez Martinez Óscar||Branding Spain - Analyzing the organizations behind the image of Spain in Sweden||Gotland University||Department of Humanities and Social Sciences ||||pp 1-64<br />
|-<br />
|2010||Amran Harun, Abdul Wahid Bin Mohd Kassim, Oswald Aisat Igau, Sulaiman Tahajuddin & Abdullah Kaid Al-Swidi||Managing Local Brands in Facing Challenges of Globalization: Be a Local or Global Leader?||School of Business and Economics, University Malaysia Sabah, Malaysia &University Utara Malaysia||European Journal of Social Science||Vol. 17 Iss: 2||pp 254-265<br />
|-<br />
|2010||Fan Ying||Branding the nation: towards a better understanding||Brunel Business School||Place Branding and Public Diplomacy||6(2)||97-103<br />
|-<br />
|2010||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Crummer Graduate School of Business||International Marketing Review||27(4)||466-479<br />
|-<br />
|2010||Fetscherin Marc and Marmier Pasca||Switzerland's nation branding initiative to foster science and technology, higher education and innovation: A case study||Crummer Graduate School of Business||Place Branding and Public Diplomacy||6||58–67<br />
|-<br />
|2010||Fujita Marketa and Dinnie Keith||The Nation Branding of the Czech Republic, Slovak Republic, Poland, and Hungary — Contrasting Approaches and Strategies||Business Temple University, Japan Campus||2nd International Conference on Brand Management, IMT Ghaziabad, India, January 8-9||||<br />
|-<br />
|2010||Heslop Louise A., Nadeau John, O'Reilly Norm||China and the Olympics: views of insiders and outsiders||Sprott School of Business, Carleton University, Ottawa, Canada||International Marketing Review||Vol. 27 Iss: 4||404 - 433<br />
|-<br />
|2010||Lee Richard, Klobas Jane, Tezinde Tito and Murphy Jamie||The underlying social identities of a nation's brand||University of South Australia, Adelaide, Australia||International Marketing Review||Vol. 27 Iss: 4||450 - 465<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||Business Administration and Social Sciences / Industrial marketing and e-commerce||||pp 1-31<br />
|-<br />
|2010||Machlouzarides Haris||The future of destination marketing: the case of Cyprus||Marketing Department, Cyprus Tourism Organization, Lefkosia, Cyprus||Journal of Hospitality and Tourism Technology||Vol. 1 Iss: 1||83 - 95<br />
|-<br />
|2010||Pike Steven, Bianchi Constanza, Kerr Gayle and Patti Charles||Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market||Queensland University of Technology, Brisbane, Australia||International Marketing Review||Vol. 27 Iss: 4||434 - 449<br />
|-<br />
|2010||Suzan Bakri Hassan, Mohamed Soliman Abdel Hamid & Hosny Al Bohairy||Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations||Fayoum University, Egypt & Authority Office, Alexandria, Egypt||IJEMS - The International Journal of Mediterranean Study||Vol. 3 No. 2||<br />
|-<br />
|2009||Akotia Mathias||Country Branding: Promoting Investment, Tourism and Exports through Country Communication Management and Social Engineering||||CEO- Brand Ghana Office||||<br />
|-<br />
|2009||Damnjanovic Vesna, Kravic Milena and Abdul Razek Tarek||Tourism Branding Strategy of the Mediterranean Region||University of Belgrade, Serbia & EMUNI University, Slovenia||IJEMS - The International Journal of Mediterranean Study||Vol. 2 No. 1||<br />
|-<br />
|2009||Dinnie Keith||Member State Perspectives on the ASEAN Region Brand||Temple University||3rd International Conference on Destination Branding and Marketing||||<br />
|-<br />
|2009||Dinnie Keith||Leveraging Nation Brand Equity — Potential Strategies for Trinidad and Tobago||Business Temple University, Japan Campus||Magazine of Trinidad & Tobago Chamber of Industry and Commerce||Vol 9, No 4||pp 12-14<br />
|-<br />
|2009||Echeverri Lina Maria||La imagen pais: Como se aplica el marketing a una naciona?||Colegio de Estudios Superiores de Administración CESA||||||<br />
|-<br />
|2009||Fujita Marketa and Dinnie Keith||The nation branding branding of the Czech Republic, Slovak Republic, Poland, and Hungary - Constrasting approaches and strategies||Temple University||International Conference of Brand Management||||<br />
|-<br />
|2009||Hospers Gert-Jan||Lynch, Urry and city marketing: Taking advantage of the city as a built and graphic image||Radboud University, University of Twente||Place Branding and Public Diplomacy||5||226–233<br />
|-<br />
|2009||Marat Erica||Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation||Rout Edge, Taylor and Francis Group||Europe-Asia Studies||61(7)||1123-1136<br />
|-<br />
|2009||Marcus Andersson||Building a visible and attractive region: identity, image, branding and transnational cooperation in the Baltic Sea Region||Tenderson, place branding consultancy in Sweden||Ellefors, A. and Hofrén, E. (eds),||||1-19<br />
|-<br />
|2009||Marzano Giuseppe and Scott Noel||Power in Destination Branding||Annals of Tourism Research||Elsevier Inc.||36||247–267<br />
|-<br />
|2009||Murphy Stephen A.||Examining The Validity Of The Country Brand Personality Construct||Sprott School of Business, Carleton University||ANZMAC||||1-9<br />
|-<br />
|2009||Pasquinelli Cecilia||Place Branding for endogenous development. The case study of Tuscany and the Arnovalley brand.||Sant’Anna School of Advanced Studies Pisa||Regional Studies Association International Conference “Understanding and Shaping Regions: Spatial, Social and Economic Futures”||||<br />
|-<br />
|2009||||Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy||Business Temple University, Japan Campus||Korea Economic Intitute||Vol. 4 No.9||01 - 07<br />
|-<br />
|2009||Snaiderbaur Salvatore||"Made in Italy" in China. From Country of Origin to Country Concept Branding||Benedictine College School of Business||Icfai Journal of Brand Management||6||63-74<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Digital Scholarship UNLV||||<br />
|-<br />
|2008||Aronczyk Melissa||Living the Brand:Nationality, Globality and the Identity Strategies of Nation Branding Consultants||New York University||International Journal of Communication||2||41-65<br />
|-<br />
|2008||Athias Leonardo and Echegaray Fabián||Branding National Assets amidst Global Diversity: Differences and Similarities across Three Latin American Markets||||Esomar Global Diversity Conference||||<br />
|-<br />
|2008||Chang Dae Ham and Jong Woo Jun||Cultural Factors Influencing Country Images: The Case of American College Students’ Attitudes toward South Korea||Missouri School of Journalism - University of Missouri & School of Journalism and Communication - Dankook University||Journal of Mass Communication at Francis Marion University ||Vol. 2 No. 3||<br />
|-<br />
|2008||Dagyte Ina and Zykas Aurelijus||Country Branding: Qualitatively New Shifts in Country Image Communication||Vytautas Magnus University||||||<br />
|-<br />
|2008||Dinnie Keith||Japan's Nation Branding: Recent evolution and potential future paths||Business Temple University, Japan Campus||Journal of Current Japanese Affairs||Vol 16, No 3|| pp 52-65<br />
|-<br />
|2008||Dinnie Keith||Nation Branding and Russia: Prospects and Pitfalls||Business Temple University, Japan Campus|| Russian Journal of Communication|| Vol 1, No 2|| pp 199-201<br />
|-<br />
|2008||Fan Ying||Country of origin, branding strategy and internationalisation: the case of Chinese piano companies||Brunel Business School||Journal of Chinese Economic and Business Studies||6(3)||303-319<br />
|-<br />
|2008||Fan Ying||Self perception and significant others: A conceptual framework for nation image||Brunel Business School||The Sixth Conference of Asia Academy of Management, Taipei||Dec. 14-16||<br />
|-<br />
|2008||Fan Ying||Soft power: power of attraction or confusion?||Brunel Business School||Place Branding and Public Diplomacy||4(2)||147-158<br />
|-<br />
|2008||Florek Magdalena and Insch Andrea||The Trademark protection of country brands: Insights from New Zealand||Emerald Group Publishing Limited||Journal of Place Management and Development||1||292-306<br />
|-<br />
|2008||Gridehoj Adam||Branding From Above: Generic Cultural Branding in Shetland and other Islands||University of Aberdeen, Scotland UK||Island Studies Journal||Vol 2, No 3||pp. 175-198<br />
|-<br />
|2008||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||Department of Sociology, The Open University, UK||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Konecnik Maja and Go Frank||Tourism destination brand identity: The case of Slovenia||Faculty of Economics, University of Ljubljana||Journal of Brand Management<br />
||Vol. 15||pp 177-189<br />
|-<br />
|2008||Saraniemi Saila and Ahonen Mari||Destination Branding from Corporate Branding Perspective||Department of Marketing, University of Oulu, Finland||Proceedings of the Conference on Corporate Communication 2008||||pp 435-448<br />
|-<br />
|2008||Schweiger Günter, Otter Thomas and Strebinger Andreas||The influence of country of origin and brand on product evaluation and the implications thereof for location decisions ||Vienna University of Economics and Business Administration; Department of Advertising and Market Research at Wirtschaftsuniversität Wien||International Review of Business Research Papers||Vol. 4, 2||pp 91-102<br />
|-<br />
|2008||Sonya Hanna, Jennifer Rowley||An analysis of terminology use in place branding||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 61-75<br />
|-<br />
|2008||Simon Anholt||Place branding: Is it marketing, or isn’t it?||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 1-6<br />
|-<br />
|2008||Simonin Bernard L.||Nation Branding and Public Diplomacy: Challenges and Opportunities||University of Michigan||The Fletcher Forum of World Affairs||32(3)||<br />
|-<br />
|2008||Szondi Gyorgy||Public Diplomacy and Nation Branding: Conceptual similarities and Differences||Netherlands Institute of International Relations ‘Clingendael’||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Van Ham Peter||Place Branding: The State of the Art||Netherlands Institute of International Relations “Clingendael”||The Annals of the American Academy of Political and Social Science||Vol 616 No 1||<br />
|-<br />
|2007||Fan Ying||Soft power and nation branding||Brunel Business School||Academy of Marketing Branding Special Interest Group Conference||London|| <br />
|-<br />
|2007||Jami A Fullerton, Alice Kendrick, Kara Chan, Matthew Hamilton, Gayle Kerr||Attitudes towards American brands and Brand America||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 205-212<br />
|-<br />
|2007||Karavatzis Mihalis||Cities and their brands: Lessons from corporate branding ||University of Groningen, the Netherlands||Place Branding and Public Diplomacy||Vol. 5, No 1||pp. 26–37<br />
|-<br />
|2007||Krittinee Nuttavuthisit||Branding Thailand: Correcting the negative image of sex tourism||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 21-30<br />
|-<br />
|2007||Kemming Jan Dirk and Sandikci Özlem||Turkey ’ s EU accession as a question of nation brand image||Bilkent University, Faculty of Business Administration||Place Branding and Public Diplomacy ||Vol. 3||pp 31-41<br />
|-<br />
|2007||Marazza Antonio||A country brand is more than just a logo: Eight golden rules for branding a destination||Landor Associates||Landor Associates||||1-6 <br />
|-<br />
|2007||Pecotich Anthony||Global branding, country of origin and expertise||School of Economics and Commerce, Crawley, Australia||International Marketing Review||Vol. 24 Iss: 3||271 - 296<br />
|-<br />
|2007||Philip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Rufaidah Popy||Branding the nation: Indonesia as a Brand||Department of Management and Business, Padjadjaran University, Indonesia||||||1–16 <br />
|-<br />
|2007||Phillip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Szondi Gyorgy||The role and challenges of country branding in transition countries: The Central and Eastern European experience||Leeds Metropolian University||Place Branding and Public Diplomacy||3(1)||8-20<br />
|-<br />
|2007||Teslik, Lee Hudson||Nation Branding Explained||Council on Foreign Relations||<br />
||||<br />
|-<br />
|2007||Widler Janine||Nation Branding: With Pride against Prejudice||Place Branding and Public Diplomacy||Palgrave Journals||3||144-150<br />
|-<br />
|2006||||Nation Branding and National Identity:Desperately Seeking Singapore||Institute of Policy development||||||<br />
|-<br />
|2006||Anholt Simon||Beyond the Nation Brand: The Role of Image and Identity in International Relations||U.K. Foreign Office Public Diplomacy Board||Anholt-GMI Nation Brands Index,” 2006 Q4 General Report||2006 Q4 General Report||6-12<br />
|-<br />
|2006||Evalyne Wanjiru||Branding African countries: A prospect for the future||||Place Branding||Vol.2||pp. 84-95<br />
|-<br />
|2006||Fan Ying||Branding the nation: What is being branded?||Brunel Business School||Journal of Vacation Marketing||12(1)||5-14<br />
|-<br />
|2006||Grundey Dainora, Toluba Bernardas and Brukiene Just||Country image as a marketing tool for fostering innovation and entrepreneurship||Kaunas Faculty of Humanities, Vilnius University||||||pp 25-42<br />
|-<br />
|2006||Ooi Can-Seng||Tales From Two Countries: The Place Branding of Denmark and Singapore||Asia Research Centre Copenhagen Business School ||Copenhagen Business School||||pp 1-33<br />
|-<br />
|2006||Panasiuk Aleksander||Marketing concept of the brand in tourism||University of Szczecin||Ekonomika ir vadyba: aktualijos ir perspektyvos||Vol. 1 (6)||pp 130-134<br />
|-<br />
|2006||Papp-Váry Árpád Ferenc||The marketing point of view: countries as brands || Budapest College of Communication Institute of Business and Economics || ||||pp 1-10<br />
|-<br />
|2006||Philippe Mihailovich||Brand Messages of Nation Branding: Viewed from Involvement Perspectives||ESLSCA Graduate School of Business, Paris||Place Branding, Palgrave Macmillan Ltd||2||229–247<br />
|-<br />
|2006||Philippe Mihailovich||Kinship branding: A concept of holism and evolution for the nation brand||School of Business, Paris|| Place Branding||Vol 2, No 3||pp 229-247<br />
|-<br />
|2006||Rein Irving and Shields Ben||Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialized nations||Northwestern University, USA||Place Branding and Public Diplomacy||Vol 3||pp. 73-85<br />
|}<br />
<br />
=== 2005-2000 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2005||||Branding the City through Culture and Entertainment ||University of Groningen, the Netherlands||AESOP 2005, Vienna||||<br />
|-<br />
|2005||Anholt Simon || Three interlinking concepts: Intellectual Property, Nation Branding and Economic Development || Brand Management || WIPO International Seminar on Intellectual Property and Development, Geneva, Switzerland || ||pp 1-6<br />
|-<br />
|2005||Blain Carmen, Levy Stuart E. and Ritchie J. R. Brent||Destination Branding: Insights and Practices from Destination Management Organizations||||Journal of Travel Research||Vol. 43||pp 328-338<br />
|-<br />
|2005||Dzenovska Dace||Remaking the nation of Latvia: Anthropological perspectives on nation branding||University of California in Berkeley||Place Branding||1(2)||173-186<br />
|-<br />
|2005||Fan Ying||Can a nation be marketed like products?||University of Lincoln||PKU Business Review||No. 9||(In Chinese)<br />
|-<br />
|2005||Fan Ying||Branding the nation: What is being branded?||Brunel Business School, Brunel University||Journal of vacation Marketing||Vol. 12 No.1||5 - 14<br />
|-<br />
|2005||Florek Magdalena||The country as a new challenge for Poland||University of Economics||Place Branding||1(2)||205-214<br />
|-<br />
|2005||Gudjonsson Hlynur||Nation Branding||Icelandic||Place Branding||1||283–298<br />
|-<br />
|2005||Kavaratzis Mihalis||Place Branding: A Review of Trends and Conceptual Models||||Westburn Publishers Ltd||Vol.5, No.4 ||pp. 329-342<br />
|-<br />
|2005||Nworah Uche||Country Branding And The Nigeria Image Project As A Case Study||University of Greenwich||Journal of Global Politician||||<br />
|-<br />
|2005||Parkerson Brenda, Saunders John||City branding: Can goods and services branding models be used to brand cities?||||Place Branding||Vol. 1||pp. 242–264<br />
|-<br />
|2005||Pike Steven||Tourism Destination Branding Complexity||||Journal of Product & Brand Management ||Vol. 14(4)||pp 258-9<br />
|-<br />
|2004||Anholt Simon and Hildreth Jeremy||‘Brand America: The mother of all brands’||Brand Management||Henry Stuart Publications||12||405–406<br />
|-<br />
|2004||Caldwell Niall, Freire Joao R.||The differences between between the branding a country, a region and a city: Applying the Brand Box Model||London Metropolitan University||The Journal of Brand Management||12(1)||50-61<br />
|-<br />
|2004||Clemens Roxanne, Babcock Bruce A.||Country of Origin as a Brand: The Case of New Zealand Lamb||Midwest Agribusiness Trade Research and Information Center, Iowa State University||MATRIC Briefing Paper 04-MBP 9||9||1-25<br />
|-<br />
|2004||Dinnie Keith||Place Branding: Overview of an Emerging Literature||Business Temple University, Japan Campus||Place Branding||Vol 1, No 1||pp 106-110 <br />
|-<br />
|2004||Fan Ying||Nation branding: Confusion and paradox||University of Lincoln||the proceedings of the 33rd EMAC Conference||18-21 May||Murcia<br />
|-<br />
|2004||Kavaratzis Mihalis||From city marketing to city branding: Towards a theoretical framework for developing city brands||University of Groningen, the Netherlands||Place Branding, Henry Stewart Publications||Vol 1, No 2||pp. 58 -73<br />
|-<br />
|2004||Kavaratzis Mihalis and Ashworth G. J.||City Branding: An effective assertion of identity or a transitory marketing trick?||University of Groningen, the Netherlands||Tijdschrift voor Economische en Sociale Geografie||Vol. 96, No. 5||pp. 506-514<br />
|-<br />
|2004||Morriset Jacques and Andrews-Johnson Kelly ||The effectiveness of promotion Agencies at attracting foreign Direct Investment||Foreign Investment Advisory Service||The International Bank for Reconstruction and Development/The World Bank||||3-104<br />
|-<br />
|2004||Papadopoulos Nicolas||Place branding: Evolution, meaning and implications||Eric Sprott School of Business|| Place branding||1(1)||36-49<br />
|-<br />
|2004||Pike Steven D.||Destination brand positioning slogans – towards the development of a set of accountability criteria||Faculty of Economics, University of Zagreb||Acta Turistica ||16(2)||pp 102-124<br />
|-<br />
|2003||Carolien Gehrels, Ocker van Munster, Mark Pen, Maartje Prins, Jessie Thevenet||Choosing Amsterdam. Brand, concept and organisation of the city marketing||City of Amsterdam||City of Amsterdam|| ||pp. 1-60<br />
|-<br />
|2003||Nigel J. Morgan, Annette Pritchard, Rachel Piggott||Destination branding and the role of the stakeholders: The case of New Zealand||||Destination branding and the role of the stakeholders: The case of New Zealand||Vol. 9, No.3 ||pp. 285-299<br />
|-<br />
|2003||||Branding a Country||Interbrand||Interbrand||||1-4<br />
|-<br />
|2002||Gilmore Fiona||A country — can it be repositioned? Spain — the success story of country branding||Springpoint||The Journal of Brand Management||9||281-293<br />
|-<br />
|2002||Hall Derek||Brand development, tourism and national identity: The re-imaging of former Yugoslavia||Scottish Agricultural College||Journal of Brand Management||9(4)||323-334<br />
|-<br />
|2002||Kotler Philip and Gertner David||Country as brand, product, and beyond: A place marketing and brand management perspective||Kellogg Graduate School of Management, Northwestern University; Lubin School of Business||The Journal of Brand Management||9||249–261<br />
|-<br />
|2002||Lodge C.||Success and failure: The brand stories of two countries<br />
||Journal of Brand Management||Palgrave Journals||9||372–384<br />
|-<br />
|2002||Morgan Nigel J, Pritchard Annette and Piggott Rachel||New Zealand, 100% Pure. The creation of a powerful niche destination brand||The Welsh School of Hospitality, Tourism and Leisure||Journal of Brand Management||9(4)||335-354<br />
|-<br />
|2002||Olins Wally||Branding the nation: the historical context||Wolff Olins||Journal of Brand Management||9||241–248<br />
|-<br />
|2002||Papadopoulos Nicolas; Heslop, Louise||Country equity and country branding: Problems and prospects||Eric Sprott School of Business||The Journal of Brand Management||9||294–314<br />
|-<br />
|2002||Supphellen M. and Nygaardsvik I.||Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model||Norwegian School of Economics||The Journal of Brand Management||9||385–395<br />
|-<br />
|2001||Van Ham Peter||The rise of the brand state: The postmodern politics of image and reputation||Netherlands Institute of International Relations “Clingendael”|| Foreign Affairs||Vol 80, No 5||pp 2-6<br />
|-<br />
|2000||O’Shaughnessy John and O’Shaughnessy Nicolas J.||Treating the nation as a brand: some neglected issues||Cambridge University, Columbia University||Journal of Macromarketing||20(1)||56-64<br />
|}<br />
<br />
== Degree Papers ==<br />
<br />
===2011 - present===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2012||Balencourt Amélie, Curado Zafra Antonio, ||City Marketing: How to promote a city?: The case of Umeå||Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE)||Hultén Peter||56<br />
|-<br />
|2012||Berende Bart, Kredig Fabian||What’s in a Name?: A study on the success factors of brand naming in China||Jönköping University||Muellern, Tomas||61<br />
|-<br />
|2012||Cecilia Pasquinelli||Competition, Cooperation, Co-opetition. Widening the perspective on Place Branding.||Scuola Superiore Sant’Anna||Prof. Nicola Bellini||166<br />
|-<br />
|2012||Dumbraveanu Daniela||Place branding: a challenging process for romania||Bucharest University,||||10<br />
|-<br />
|2012||Elena Rudneva||City Branding as an Instrument of Urban Strategic Development in Russia and Finland (cases: Vyborg, Russia and Lappeenranta, Finland)||Bielefeld University, St. Petersburg State University, Centre for German and European Studies (CGES)||Dr. Elena Belokurova||91<br />
|-<br />
|2012||Klonova Anastasiia||The Role of Mega-events in Country Branding : Case Study on Brand of Ukraine before European Football Championship 2012||Karlstad University||Pamment, James||96<br />
|-<br />
|2012||Lindblom Filip, Pettersson Rickard, Lorentz Erik ||City Branding: As a marketing tool in an increased competitive environment||Jönköping University, Jönköping International Business School, JIBS, Business Administration||Bogic Dijana Doktorand||70<br />
|-<br />
|2012||Martinez Oscar Alvarez ||Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations||Gotland University||Dahl Matilda||80<br />
|-<br />
|2012||Martis Niklas||The World Heritage Coulisse: Identity, Branding and Visualisation in the city of Mantua||Gotland University, School of Culture, Energy and Environment||Legnér, Mattias||57<br />
|-<br />
|2012||Nash Meghan Elizabeth||Branding the Buaile: Using Ireland's Vernacular Architecture to Create a Global Tourism Brand||University of Cincinnati||John Hancock||124<br />
|-<br />
|2012||Ogundipe Samuel Johnson||A proposed Model for Country Branding : an experimental Application on Nigeria||Dalarna University||Elbe, Jorgen||85<br />
|-<br />
|2012||Owen Ashley||Destination USA: Marketing the United States as an International Travel Destination||University of Southern California||||<br />
|-<br />
|2012||Tove Eriksson||The English nation-brand and international recruitment from Finland||ARCADA||Peter Mildén||67<br />
|-<br />
|2011||Buckner Bonnie||The comparative identity of Nations: image of Nations as an assessment tool of national identity||Fielding Graduate University||||159<br />
|-<br />
|2011||Choi Suh Hee||Conceptualizing tourism image and nation image: An integrated relational-behavioral model||Purdue University||Liping A Cai||335<br />
|-<br />
|2011||Cretu Ionela||Destination image and destination branding in transition countries: the Romanian tourism branding campaign "Explore the Carpathian garden"||University of York||||117<br />
|-<br />
|2011||Azar Emil, Hedvall Robin, Larsson Markus||What is Swedishness?: - a qualitative research from the customer- and organisational perspective||Jönköping University||Hartmann, Benjamin||47<br />
|-<br />
|2011||Franceschetti Nadia||Place marketing and place making: Toronto, tourism, and the fractured gaze||Queen's University, Toronto||||90<br />
|-<br />
|2011||Gutzmer Alexander||New media urbanism : how brand-driven city building is virtualising the actual of space||Goldsmiths College(University of London)||||<br />
|-<br />
|2011||Hansen Trine, Iverse Betina||Bestseller Canada: Bestseller's Entry to the canadian market||Aarhus University. Business and Social Science||||70<br />
|-<br />
|2011||Hellberg Linnéa||Country Branding in a Chinese Context: Using a Swedish Example||Lunds Universitet, Sweden||Carl-Johan Asplund||65<br />
|-<br />
|2011||Johansson Stenberg Lisa||Time to re-think?: A brand new approach on brand identity, Minor Field Study of the Philippines||Linnaeus University, Sweden||Sandell, Michaela||80<br />
|-<br />
|2011||Kulshreshtha Shobhit||Destination branding: Improving tourist perception of UK||Leeds University, Leeds||Dr. Des Thwaites||68<br />
|-<br />
|2011||MacDonald Katherine||Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand||Victoria University of Wellington, New Zealand||Dr David Capie||82<br />
|-<br />
|2011||Melkumyan Mariam||Development of a logo assessment matrix in response to challenges in designing graphic identity for country tourism branding campaigns||Iowa State University||Lisa Fontaine||91<br />
|-<br />
|2011||Nguyen Viet Hung, Wang Zhuochuan||Practice of Online Marketing with Social Media in Tourism Destination Marketing: The Case Study of VisitSweden, Sweden||Södertörn University College||Anders Steene||64<br />
|-<br />
|2011||Prieto Larraín María Cristina||Branding the Chilean nation : socio-cultural change, national identity and international image||Leiden University, Netherlands||P. Silva||<br />
|-<br />
|2011||Rungø Lars ||Destination Branding:A comparative analysis of London’s and Liverpool’s visitors’ guides for 2011||Aarhus University, Denmark||Mariette Ulbæk||87<br />
|-<br />
|2011||Sonnleitner Katharina||Destination image and its effects on marketing and branding a tourist destination: A case study about the Austrian National Tourist Office - with a focus on the market Sweden||Södertörn University College||Steene, Anders||100<br />
|-<br />
|2011||Yang Fan||Faking China, Faked in China: Nation Branding, Counterfeit Culture, and the Post-socialist State in Globalization||George Mason University, Virginia||Smith, Paul||386<br />
|-<br />
|2011||Yang Fang||Movies' impact on place images and visitation interest: a product placement perspective||Michigan State University||||178<br />
|}<br />
<br />
===2010 - 2006===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
<br />
<br />
<br />
|2010||Agyeman - Duah Racheal Pokuah||Nation branding as a tool for the increase of foreign direct investment||Ashesi University College||Dr. Esi Ansah||63<br />
|-<br />
|2010||Algayerova Olga||Establishment of Public Diplomacy In Slovakia : An Effective New Approach||University of Malta||||110<br />
|-<br />
|2010||Alvarez Martinez Oscar||Branding Spain : analyzing the organizations behind the image of Spain in Sweden||Gotland University, Sweden||Dahl Matilda||80<br />
|-<br />
|2010||Alzadjali Badar|| Nation Brand In Oman: Studying Stakeholders’ Views On “Branding Oman’’ ||De Montfort University||||138<br />
|-<br />
|2010||Björner Emma||Nation branding at world expositions. Sweden’s brand architecture at Expo 2010.||Stockholms Universitet, Sweden||Per Olof Berg||34<br />
|-<br />
|2010||Hansen Matthew, Lee Yen Wiee||City Branding: The effects of hosting sporting events: An empirical study of Singapore||Jönköping University||Clas Wahlbin||34<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Competitive identity management- symbolic capital promotion and accumulation by public- policy based mental- mapping (CIM-S.C.P&A): Nation branding and public diplomacy in Sweden||Universitat Wien, Austria||||319<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Nation Branding and Diplomacy in Sweden||University of Vienna||Dr. Sven Hakon Rossel||319<br />
|-<br />
|2010||Kidane Getu Kebede||Branding Ethiopia: Opportunities and Challenges||University of South Africa||JH VISSER||42<br />
|-<br />
|2010||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||The Open University, UK||||39<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||||31<br />
|-<br />
|2010||McCoy Janelle||Ecotourism: A Strategic Campaign for Tourism in Finland ||University of Kansas||||113<br />
|-<br />
|2010||Murai Yasuko||Brand South Africa and the Discursive Construction of South African national identity||London School of Economics, UK||||35<br />
|-<br />
|2010||Potipan Pavinee, Worrawutteerakul Nantaphorn||A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai wave ||Malardalen University||Tobias Eltebrandt||71<br />
|-<br />
|2010||Shore Nueriel||Brand Israel: An analyses of nation branding concepts as they relate to the state of Israel||University of Southern California||||87<br />
|-<br />
|2010||Skinner Heather||Conceptualising the relationship betwen nationhood, national and clutural identity, and place branding||University of Glamorgan||||<br />
|-<br />
|2010||Srisutto Sawaros ||Country Branding, Consumption Values, and Purchase Decision Confidence: A Case Study of Tourists to Thailand||Lincoln University, UK||Dr David Cohen, Dr Rick Fraser||223<br />
|-<br />
|2010||Trinidad Angela Anne||From Sweden with Love: Swedish Indie Music and the Nation Branding of Sweden||University of Gottingen||Dr. Karin Hoff||77<br />
|-<br />
|2010||Van Meer Laura||COMMUNICATING DESTINATION BRAND PERSONALITY||NHTV University of Applied Sciences||||77<br />
|-<br />
|2010||Van Haaren Lisa Margarita||Defining the Country Branding of Curacao:A comparison between the Dutch and US Target Market||Tilburg University||Dr. A.M van Gool||45<br />
|-<br />
|2010||Yoon Jiyoung||A conceptual model for city branding based on semiotis||Brunel University||||<br />
|-<br />
|2009||Al-Arrayed Lamya J.||Bahrain's bigger picture : a contextualized brand image for tourism||The University of Strathclyde||||<br />
|-<br />
|2009||Aronczyk Melissa||Branding the nation: Mediating space, value, and identity in the context of global culture||New York University||Aurora Wallace; Craig Calhoun; Richard Sennett||317<br />
|-<br />
|2009||Benjamin Manasoe|| Branding a Region: the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Chatterjee Sumana||An economic analysis of FDI in India||University of Baroda||P.R. Joshi||261<br />
|-<br />
|2009||Duborija Marco and Mlivic Aida||A Long Forgotten Jewel : Branding and Imaging of a destination||University of Kalmar, Sweden||Wessblad, Hans||75<br />
|-<br />
|2009||Fan Ying||BRANDING THE NATION: TOWARDS A BETTER UNDERSTANDING ||Brunel University||||11<br />
|-<br />
|2009||First Ivana||Brand Meaning and its Creation in a Cross-Cultural Context ||University of St. Gallen||Prof. Dr. Torsten Tomczak||199<br />
|-<br />
|2009||Lee Kyung Mi||Nation branding and sustainable competitiveness of nations||University of Twente, Netherlands||Prof. Dr. H. Brinksma||232<br />
|-<br />
|2009||Manasoe Benjamin||Branding a Region: Branding a Region:the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Qin Sun||An analytical model of the determinants and outcomes of nation branding||University of North Texas||Audhesh K. Paswan; Margie A. Tieslau||116<br />
|-<br />
|2009||Saraniemi Saila||Destination branding in a country context. A Case study of Finland in the British Market||University of Joensuu||Professor Ph.D. Raija Koppula||92<br />
|-<br />
|2009||Winter Carolin||Branding Finland on the internet: Images and stereotypes in Finland's Tourism Marketing||University of Jyväskylä||||122<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Dr. Billy Bai||71<br />
|-<br />
|2009||Xiaoyan Lu||A contemporay Brand China : an investigation into the development of Brand China in the context of global socio-political and cultural influences in the 21st century||University of Southampton||||<br />
|-<br />
|2008||Bitterman Albert (Alex)||Brandtopia: A Critical Consideration of the Evolution and Future of Place Branding||State University of New York at Buffalo||||319<br />
|-<br />
|2008||Choi Jungmin||Place Branding Strategies for Alvesta Municipality||Växjö Universitet, Sweden||Jesper Persson||<br />
|-<br />
|2008||Hassman Rommey||The Islael Brand Nation Marketing under Constant Conflict||Telaviv University||||86<br />
|-<br />
|2008||Moilanen Teemu||Network brand management:Study of competencies of place branding ski destinations||HELSINKI SCHOOL OF ECONOMICS||||233<br />
|-<br />
|2008||Prucpairojkul Piyada||Thailand’s Nation Branding: A study of Thai nation-brand equity and capabilities||Mälardalen University, Sweden||Tobias Eltebrandt||103<br />
|-<br />
|2008||Sohail Aamir, Shahzad Kashif, Ahmad Din Ishtiaq||The Role of corporate social responsibility to create positive positioning in the branding of a country and particular to Pakistan ||Blekinge Institute of Technology School of Management||Prof. Ian Robson||90<br />
|-<br />
|2008||Soo Mei Wan||Country branding and residency choice||University of Malaya||||66<br />
|-<br />
|2008||Svedberg Jenny and Gustafson Johanna||Sail or not to sail?: How to use a ship as an event marketing tool to promote a country||University of Kalmar, Sweden||Timlon, Joachim||78<br />
|-<br />
|2008||Szondi Gyorgy||Public Dyplomacy and Nation Branding: Conceptual Similarities and Differencies||Netherlands Institute of International relations "Clingendael"||||42<br />
|-<br />
|2008||Uhrenholt Hannah||Destination Branding of NYC - Crating a Destination Brand Identity||Aalborg Universitet||Line Schmeltz Glob||103<br />
|-<br />
|2007||Abyareh Reza||Tourism Attracction and their influence on handicraft employment in Isfahan||Lulea University of Technology||Peter Dieke and Ali Sanayei||74<br />
|-<br />
|2007||Bryan Innes||International Product Differentiation Through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products||University of Saskatchewan, Saskatoon, Canada||Prof. William A. Kerr, Prof. Jill E. Hobbs||36<br />
|-<br />
|2007||Ferreira Gail||Consumer Perceptions of Global Branding and Iconization||University of Phoenix, Phoenix||Dr. David Hall||<br />
|-<br />
|2007||Kaneva Nadia||Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria.||University of Colorado at Boulder||||<br />
|-<br />
|2007||Marshalls Maurice Ndalahwa||Country image and its effects in promoting a tourist destination||Blekinge institute of technology, Sweden||Dr. Anders Hederstierna||96<br />
|-<br />
|2007||Nömm Heidi Marie||The Image of Sweden : A Study of the Swedish Embassy’s : Nation Branding and Public Diplomacy in Germany||Uppsala universitet, Sweden||||<br />
|-<br />
|2007||Outhavong Sounthaly||Branding "nation brand"||The University of Texas at Austin||Burns, Neal M.||151<br />
|-<br />
|2007||Papp-Váry Árpád Ferenc||The role and effects of country branding: Country image in the enlarged european union||University of west Hungary, Hungary||Dr. hab. László Józsa CSc||<br />
|-<br />
|2007||Rizvanovic Aida||Destination Image and Branding : tourism between war and peace||Aalborg Universitet|| Peter Allingham||83<br />
|-<br />
|2007||Spaans Emiel||Can countries be branded just like a products?||Universiteit van Amsterdam||Piet Verhoeven||93<br />
|-<br />
|2007||Undén Charlotta||Multinational Corporations and Spillovers in Vietnam - Adding Corporate Social Responsibility||University of Lund||Yves Bourdet||46<br />
|-<br />
|2007||Yeo Pei Chen||The effects of country branding on citizenship choice||||||<br />
|-<br />
|2006||Hemström Oskar, Luu Joakim, Unenge Ulrik ||Attracting Chinese Tourism: How Sweden can gain a larger share of the Chinese outbound tourism||Jönköping University||Anderson Helén||79<br />
|-<br />
|2006||Kangasmäki Heini||How Important Is an Image? : Dutch Travel Agencies' Perception of Sweden as a Travel Destination||Karlstads universitet, Sweden||Koskelainen, Maja||<br />
|-<br />
|2006||Santana Adriana Campelo||Place brand: lessons from New Zealand brand.||Universidade Federal da Bahia, Brazil||Claudio Guimarães Cardoso; Paulo Henrique de Almeida; Elaine Figueira Norberto Silva||<br />
|-<br />
|2006||Wahlqvist Stina, Larsson Therese||Brand New City: A Place marketing study on Jönköping||Jönköping University||Karl-Erik Gustafsson||79<br />
|-<br />
|2005||Salcedo y Bandiwan Lea-Grace||The impact of local tourism to boost local enconomy in the city of Baguio||Saint Louis University||||329<br />
|}<br />
<br />
===2005 - 2001===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2005||Day Gordon Jonathon||Branding Nations as Tourism Destinations in the USA||James Cook University||||369<br />
|-<br />
|2005||Kavaratzis Mihalis||Branding the City through Culture and Entertainment||University of Groningen||||7<br />
|-<br />
|2005||Sibonokuhle Gumpo||Branding a country : the case of Zimbabwe||University of South Africa||Mr. Hennie Visser||126<br />
|-<br />
|2005||Winfield-Pfefferkorn Julia||The branding of cities, exploring City Branding and the Importance of brand image||Graduate School of Syracuse Univeristy||||146<br />
|-<br />
|2004||Chen Yen-yang||The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand||National Sun Yat-Sen University, Taiwan||||<br />
|-<br />
|2004||Eugene Song Kim||The Meanings of the Global Brand: A perspective from the Korean consumers||University of Hawaii||Dr Dana L. Alden||185<br />
|-<br />
|2004||Georgescu Anamaria and Botescu Andrei||Branding National Identity||Lund University, Sweden||Jan-Olof Nilsson||79<br />
|-<br />
|2003||Fakuda Osamu||Is Japan able to become an attractive country? Nation Branding in Tourism||Oxford Brookes University, UK||||110<br />
|-<br />
|2003||Rainisto Seppo K||Success factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States||Helsinki University of Technology||Henrikki Tikkanen, Professor of Marketing||271<br />
|-<br />
|2001||Lapp Axel||Berlin Biennale 2 - A biennale or a brand ||Humboldt University Berlin||||<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Sources
Sources
2017-11-06T11:12:00Z
<p>Wikieditor: /* City Branding */</p>
<hr />
<div>== General Information on Country Branding ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Publishing<br />
!scope="col" width="880" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|'''Association for Place Branding & Public Diplomacy'''||The mission is to establish and shape place branding and public diplomacy as a distinctive discipline with its own progressive methods.||-<br />
|-<br />
|'''Branding Places'''||Branding Places - Keeping you in the know for all things place branding.||-<br />
|-<br />
|'''Branding Strategy Insider'''||Challenges of Destination Marketing||[http://www.brandingstrategyinsider.com/2011/04/the-challenges-and-rewards-of-destination-marketing.html#more]<br />
|-<br />
|'''Branding Strategy Insider'''||Place Branding for Small Municipalities||[http://www.brandingstrategyinsider.com/2008/04/place-branding.html]<br />
|-<br />
|'''Centre of Place Branding'''||The network is an online initiative that comprises three separate centres. ||-<br />
|-<br />
|'''Corporate Branding Strategy'''||An overview of the industry||[http://www.doiserbia.nb.rs/img/doi/0013-3264/2008/0013-32640877059D.pdf]<br />
|-<br />
|'''Council of Foreign Relations'''||An explanation of nation branding||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Council of Foreign Relations'''||Nation Branding Explained||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Diaspora Matters'''||Nation Branding||[http://www.diasporamatters.com/nation-branding/2011/]<br />
|-<br />
|'''Gerardot&Co'''||Place Branding Destination Marketing||-<br />
|-<br />
|'''Journal of Brand Management'''||Journal of Brand Management's special issue: Nation Branding||-<br />
|-<br />
|'''Our Place Branding'''||Our Place Branding Principales||-<br />
|-<br />
|'''Place Management and Branding'''||Special Edition of the International Place Branding Conference in Utrecht (January 2012)||-<br />
|-<br />
|'''Prophet'''||What is Nation Branding?||[http://www.prophet.com/blog/aakeronbrands/48-nation-branding-what-works]<br />
|-<br />
|'''Sebastian Zenker'''||Place Branding & Marketing||[http://placebrand.eu/]<br />
|-<br />
|'''The Edge Malaysia'''||Successful Nation Branding||-<br />
|-<br />
|'''The Place Brand Observer'''||Branding and Reputations insights, strategies, examples||[http://placebrandobserver.com]<br />
|-<br />
|'''Vincent Gollain'''||Le marketing territorial au service de l'attractivité||[http://www.marketing-territorial.org]<br />
|}<br />
<br />
== City Branding ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="880" style="background: #e6e6e6"| Source<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|Cities marketing||http://destinationbranding.com/||[http://destinationbranding.com/]<br />
|-<br />
|Association of European cities in order to help them in terms of marketing||http://www.europeancitiesmarketing.com/||[http://www.europeancitiesmarketing.com/]<br />
|-<br />
|City Branding information||http://citybranding.typepad.com/||[http://citybranding.typepad.com/city-branding/place-branding/]<br />
|-<br />
|Birmingham's marketing model||http://www.marketingbirmingham.com/||[http://www.marketingbirmingham.com/]<br />
|-<br />
||City Branding model|| - ||-<br />
|-<br />
||Cities and Regions Marketing model and Best Practicies||http://www.marketing-territorial.org/||[http://www.marketing-territorial.org/pages/Place_branding_and_marketing_english_readers-1634067.html/]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Sources
Sources
2017-11-06T11:04:41Z
<p>Wikieditor: /* General Information on Country Branding */</p>
<hr />
<div>== General Information on Country Branding ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Publishing<br />
!scope="col" width="880" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|'''Association for Place Branding & Public Diplomacy'''||The mission is to establish and shape place branding and public diplomacy as a distinctive discipline with its own progressive methods.||-<br />
|-<br />
|'''Branding Places'''||Branding Places - Keeping you in the know for all things place branding.||-<br />
|-<br />
|'''Branding Strategy Insider'''||Challenges of Destination Marketing||[http://www.brandingstrategyinsider.com/2011/04/the-challenges-and-rewards-of-destination-marketing.html#more]<br />
|-<br />
|'''Branding Strategy Insider'''||Place Branding for Small Municipalities||[http://www.brandingstrategyinsider.com/2008/04/place-branding.html]<br />
|-<br />
|'''Centre of Place Branding'''||The network is an online initiative that comprises three separate centres. ||-<br />
|-<br />
|'''Corporate Branding Strategy'''||An overview of the industry||[http://www.doiserbia.nb.rs/img/doi/0013-3264/2008/0013-32640877059D.pdf]<br />
|-<br />
|'''Council of Foreign Relations'''||An explanation of nation branding||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Council of Foreign Relations'''||Nation Branding Explained||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Diaspora Matters'''||Nation Branding||[http://www.diasporamatters.com/nation-branding/2011/]<br />
|-<br />
|'''Gerardot&Co'''||Place Branding Destination Marketing||-<br />
|-<br />
|'''Journal of Brand Management'''||Journal of Brand Management's special issue: Nation Branding||-<br />
|-<br />
|'''Our Place Branding'''||Our Place Branding Principales||-<br />
|-<br />
|'''Place Management and Branding'''||Special Edition of the International Place Branding Conference in Utrecht (January 2012)||-<br />
|-<br />
|'''Prophet'''||What is Nation Branding?||[http://www.prophet.com/blog/aakeronbrands/48-nation-branding-what-works]<br />
|-<br />
|'''Sebastian Zenker'''||Place Branding & Marketing||[http://placebrand.eu/]<br />
|-<br />
|'''The Edge Malaysia'''||Successful Nation Branding||-<br />
|-<br />
|'''The Place Brand Observer'''||Branding and Reputations insights, strategies, examples||[http://placebrandobserver.com]<br />
|-<br />
|'''Vincent Gollain'''||Le marketing territorial au service de l'attractivité||[http://www.marketing-territorial.org]<br />
|}<br />
<br />
== City Branding ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="880" style="background: #e6e6e6"| Source<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|Cities marketing||http://destinationbranding.com/||[http://destinationbranding.com/]<br />
|-<br />
|Association of European cities in order to help them in terms of marketing||http://www.europeancitiesmarketing.com/||[http://www.europeancitiesmarketing.com/]<br />
|-<br />
|City Branding information||http://citybranding.typepad.com/||[http://citybranding.typepad.com/city-branding/place-branding/]<br />
|-<br />
|Birmingham's marketing model||http://www.marketingbirmingham.com/||[http://www.marketingbirmingham.com/]<br />
|-<br />
||City Branding model|| - ||[-]<br />
|-<br />
||Cities and Regions Marketing model and Best Practicies||http://www.marketing-territorial.org/||[http://www.marketing-territorial.org/pages/Place_branding_and_marketing_english_readers-1634067.html/]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Sources
Sources
2017-11-06T10:38:44Z
<p>Wikieditor: /* City Branding */</p>
<hr />
<div>== General Information on Country Branding ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Publishing<br />
!scope="col" width="880" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|'''Association for Place Branding & Public Diplomacy'''||The mission is to establish and shape place branding and public diplomacy as a distinctive discipline with its own progressive methods.||[-]<br />
|-<br />
|'''Branding Places'''||Branding Places - Keeping you in the know for all things place branding.||[-]<br />
|-<br />
|'''Branding Strategy Insider'''||Challenges of Destination Marketing||[http://www.brandingstrategyinsider.com/2011/04/the-challenges-and-rewards-of-destination-marketing.html#more]<br />
|-<br />
|'''Branding Strategy Insider'''||Place Branding for Small Municipalities||[http://www.brandingstrategyinsider.com/2008/04/place-branding.html]<br />
|-<br />
|'''Centre of Place Branding'''||The network is an online initiative that comprises three separate centres. ||[-]<br />
|-<br />
|'''Corporate Branding Strategy'''||An overview of the industry||[http://www.doiserbia.nb.rs/img/doi/0013-3264/2008/0013-32640877059D.pdf]<br />
|-<br />
|'''Council of Foreign Relations'''||An explanation of nation branding||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Council of Foreign Relations'''||Nation Branding Explained||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Diaspora Matters'''||Nation Branding||[http://www.diasporamatters.com/nation-branding/2011/]<br />
|-<br />
|'''Gerardot&Co'''||Place Branding Destination Marketing||[-]<br />
|-<br />
|'''Journal of Brand Management'''||Journal of Brand Management's special issue: Nation Branding||[-]<br />
|-<br />
|'''Our Place Branding'''||Our Place Branding Principales||[-]<br />
|-<br />
|'''Place Management and Branding'''||Special Edition of the International Place Branding Conference in Utrecht (January 2012)||[-]<br />
|-<br />
|'''Prophet'''||What is Nation Branding?||[http://www.prophet.com/blog/aakeronbrands/48-nation-branding-what-works]<br />
|-<br />
|'''Sebastian Zenker'''||Place Branding & Marketing||[-]<br />
|-<br />
|'''The Edge Malaysia'''||Successful Nation Branding||[-]<br />
|-<br />
|'''The Place Brand Observer'''||Branding and Reputations insights, strategies, examples||[http://placebrandobserver.com]<br />
|-<br />
|'''Vincent Gollain'''||Le marketing territorial au service de l'attractivité||[http://www.marketing-territorial.org]<br />
|}<br />
<br />
== City Branding ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="880" style="background: #e6e6e6"| Source<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|Cities marketing||http://destinationbranding.com/||[http://destinationbranding.com/]<br />
|-<br />
|Association of European cities in order to help them in terms of marketing||http://www.europeancitiesmarketing.com/||[http://www.europeancitiesmarketing.com/]<br />
|-<br />
|City Branding information||http://citybranding.typepad.com/||[http://citybranding.typepad.com/city-branding/place-branding/]<br />
|-<br />
|Birmingham's marketing model||http://www.marketingbirmingham.com/||[http://www.marketingbirmingham.com/]<br />
|-<br />
||City Branding model|| - ||[-]<br />
|-<br />
||Cities and Regions Marketing model and Best Practicies||http://www.marketing-territorial.org/||[http://www.marketing-territorial.org/pages/Place_branding_and_marketing_english_readers-1634067.html/]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Sources
Sources
2017-11-06T10:35:30Z
<p>Wikieditor: /* General Information on Country Branding */</p>
<hr />
<div>== General Information on Country Branding ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Publishing<br />
!scope="col" width="880" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|'''Association for Place Branding & Public Diplomacy'''||The mission is to establish and shape place branding and public diplomacy as a distinctive discipline with its own progressive methods.||[-]<br />
|-<br />
|'''Branding Places'''||Branding Places - Keeping you in the know for all things place branding.||[-]<br />
|-<br />
|'''Branding Strategy Insider'''||Challenges of Destination Marketing||[http://www.brandingstrategyinsider.com/2011/04/the-challenges-and-rewards-of-destination-marketing.html#more]<br />
|-<br />
|'''Branding Strategy Insider'''||Place Branding for Small Municipalities||[http://www.brandingstrategyinsider.com/2008/04/place-branding.html]<br />
|-<br />
|'''Centre of Place Branding'''||The network is an online initiative that comprises three separate centres. ||[-]<br />
|-<br />
|'''Corporate Branding Strategy'''||An overview of the industry||[http://www.doiserbia.nb.rs/img/doi/0013-3264/2008/0013-32640877059D.pdf]<br />
|-<br />
|'''Council of Foreign Relations'''||An explanation of nation branding||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Council of Foreign Relations'''||Nation Branding Explained||[http://www.cfr.org/information-and-communication/nation-branding-explained/p14776]<br />
|-<br />
|'''Diaspora Matters'''||Nation Branding||[http://www.diasporamatters.com/nation-branding/2011/]<br />
|-<br />
|'''Gerardot&Co'''||Place Branding Destination Marketing||[-]<br />
|-<br />
|'''Journal of Brand Management'''||Journal of Brand Management's special issue: Nation Branding||[-]<br />
|-<br />
|'''Our Place Branding'''||Our Place Branding Principales||[-]<br />
|-<br />
|'''Place Management and Branding'''||Special Edition of the International Place Branding Conference in Utrecht (January 2012)||[-]<br />
|-<br />
|'''Prophet'''||What is Nation Branding?||[http://www.prophet.com/blog/aakeronbrands/48-nation-branding-what-works]<br />
|-<br />
|'''Sebastian Zenker'''||Place Branding & Marketing||[-]<br />
|-<br />
|'''The Edge Malaysia'''||Successful Nation Branding||[-]<br />
|-<br />
|'''The Place Brand Observer'''||Branding and Reputations insights, strategies, examples||[http://placebrandobserver.com]<br />
|-<br />
|'''Vincent Gollain'''||Le marketing territorial au service de l'attractivité||[http://www.marketing-territorial.org]<br />
|}<br />
<br />
== City Branding ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="400" style="background: #e6e6e6"| Title/Topic<br />
!scope="col" width="880" style="background: #e6e6e6"| Source<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
|-<br />
|Cities marketing||http://destinationbranding.com/||[http://destinationbranding.com/]<br />
|-<br />
|Association of European cities in order to help them in terms of marketing||http://www.europeancitiesmarketing.com/||[http://www.europeancitiesmarketing.com/]<br />
|-<br />
|City Branding information||http://citybranding.typepad.com/||[http://citybranding.typepad.com/city-branding/place-branding/]<br />
|-<br />
|Birmingham's marketing model||http://www.marketingbirmingham.com/||[http://www.marketingbirmingham.com/]<br />
|-<br />
||City Branding model||http://citymarketing.com.au/||[http://citymarkeåting.com.au/2011/05/06/the-3-gap-model-for-place-branding/]<br />
|-<br />
||Cities and Regions Marketing model and Best Practicies||http://www.marketing-territorial.org/||[http://www.marketing-territorial.org/pages/Place_branding_and_marketing_english_readers-1634067.html/]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Research
Research
2017-11-03T16:29:03Z
<p>Wikieditor: </p>
<hr />
<div>== Academic Papers ==<br />
<br />
=== 2011-present ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|-<br />
||2017||Robert Govers; Nicholas Cull||Place Branding and Public Diplomacy ||Palgrave MacMillan|| - ||41254 ||Paper<br />
|-<br />
|2013||Marcello Assandri||A branding perspective on the global challenges of the EU brand||Marcello Assandri||Educational Research||Article 1||Paper<br />
|-<br />
|2013||Kinga Jentetics||The Creative Aspect of Country Branding - How Music Is Able to Influence the Country Image in Case of Hungary|| ||Content 2 Connect|| || <br />
|-<br />
|2012||Adebola Olakunle Igbekele, Talabi Felix Olajide and Lamidi Ishola Kamorudeen||Rebranding Nigeria: the role of advertising and public relations at correcting Nigeria image||Department of Mass Communication, Rufus Giwa Polytechnic, Owo, Nigeria||Educational Research||Vol 3 (5)||pp 424-428<br />
|-<br />
|2012||Atorough Peter and Martin Andrew||The politics of destination marketing: Assessing stakeholder interaction choice orientations toward a DMO formation, using the Thomas-Kilmann Conflict Mode Instrument||Robert Gordon University, Aberdeen, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||35 - 55<br />
|-<br />
|2012||Bhat Sushma and Gaur Sanjaya S.||Managing diverse stakeholders in the context of destination marketing||School of Business, Faculty of Business and Law, Auckland University of Technology (AUT), Auckland, New Zealand||Worldwide Hospitality and Tourism Themes||Vol. 4 Iss: 2||185 - 202<br />
|-<br />
|2012||Candace L White||Brands and national image: An exploration of inverse country-of-orgin effect||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 110-118<br />
|-<br />
|2012||Fan Ying and Akram Shahani||Country image of Pakistan: A preliminary study||University of Northampton||Forthcoming||||<br />
|-<br />
|2012||Fan Ying||Nation branding: State of the art and future outlooks||University of Northampton||the IPAM International Conference||7 Feb.||Palacio Quintela, Lisbon<br />
|-<br />
|2012||Florian Zach||Partners and Innovation in American Destination Marketing Organizations||Temple University, Philadelphia, PA, USA||Journal of Travel Research Nov2012|| Vol. 51 Iss: 4||pp 412-425<br />
|-<br />
|2012||Iveson Kurt||Branded cities: outdoor advertising, urban governance, and the outdoor media landscape||School of Geosciences, University of Sydney, NSW, Australia||Antipode Jan2012||Vol. 44 Iss: 1||pp 151-174<br />
|-<br />
|2012||Konecnik Ruzzier Maja||The importance of diverse stakeholders in place branding: The case of " I feel Slovenia "||Marketing Department, Faculty of Economics, University of Ljubljana, Slovenia||Anatolia: An International Journal of Tourism & Hospitality Research Apr2012, Vol. 23 Issue 1, p49-60||Vol. 23 Iss: 1||pp 49-60<br />
|-<br />
|2012||Konecnik Ruzzier Maja and Petek Nusa||Country Brand I Feel Slovenia: first response from locals||University of Ljubljana, Faculty of Economics||Economic Research - Ekonomska istraživanja ||Vol. 25 No. 2||pp 465-484<br />
|-<br />
|2012||Marandu Edward E., Amanze Donatus N. and Mtagulwa Tirubaza C. P.||Nation Branding: An Analysis of Botswana’s National Brand||University of Botswana||International Journal of Business Administration||Vol 3, No 2||pp 17-27<br />
|-<br />
|2012||Mupemhi Shepherd and Mupemhi Ronicah||Branding in Emerging Markets: Lessons for Zimbabwe||School of Business Leadership, Midlands State University & Dept. of Marketing Management, Midlands State University, Zimbabwe||IJMBS ||Vol. 2 Iss: 1||<br />
|-<br />
|2012||Olovsson Clara and Berendji Djannet||Umeå. Wants more.: A coordination perspective on how key stakeholders develop placebrand identity.||Umeå University||Zsuzsanna Vincze||||83<br />
|-<br />
|2012||Robert Govers||Brand Dubaiand its competitors in the Middle East: An image and reputation analysis||Place Branding and Public Diplomacy||Palgrave Journals||8||pp 48-57<br />
|-<br />
|2012||Saad Suhana||Re-building the Concept of Nation Building in Malaysia||School of Social, Development & Environmental Studies, Faculty of Social Sciences & Humanities, The National University of Malaysia||Asian Social Science Apr2012||Vol. 8 Iss: 4||pp 115-123<br />
|-<br />
|2012||Scaramanga Marinda||Talking about art(s): A theoretical framework clarifying the association between culture and place branding||Université de Toulon-Var, Toulon, France and University of Leicester, Leicester, UK||Journal of Place Management and Development||Vol. 5 Iss: 1||70 - 80<br />
|-<br />
|2012||Williams Robert||Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology||1 -- Business Administration and Economics, Saint Mary's College, Notre Dame, USA 2 -- School of Marketing, Tourism & Languages, Edinburgh Napier University, Edinburgh, UK||Journal of Marketing for Higher Education Jan-Jun2012||Vol. 22 Iss: 1||pp 71-81<br />
|-<br />
|2011||Akotia Mathias, Ebow Spio Anthony, Frimpong Kwabena and Austin Nathan K.||Country branding: a developing economy perspective||Brand Ghana Office, Ashesi University College, Ghana Institute of Management and Public Administration and Morgan State University||International Journal of Business Strategy||Vol 11, No 2||pp 123-131<br />
|-<br />
|2011||Bulearca Marius and Bulearca Suzana||Romania branding campaign – an IMC perspective||Center for Industry and Services’ Economics, Romanian Academy, ROMANIA & Bournemouth University, UK||International Journal of Business, Management and Social Sciences ||Vol. 2 No. 3||pp 35-58 <br />
|-<br />
|2011||Cozmiuc Cornelia||City branding- just a compilation of marketable assets?||Alexandru Ioan Cuza University Romania||Economy Transdisciplinarity Cognition||Vol. 14, Issue 1/2011||pp 428-436<br />
|-<br />
|2011||Chen Chun-An, Lee Hsien-Li, Lee Ming-Huang and Yang Ya-Hui||How to develop Taiwan's tourism nation brand||||African Journal of Business Management||Vol. 5(16)||pp 6764-6773<br />
|-<br />
|2011||Dinnie Keith||Nation branding and integrated marketing communications: an ASEAN perspective||T.C. Melewar, School of Management and Law, Center for Marketing Management, Zurich University of Applied Sciences, Winterthur, Switzerland||International Marketing Review||Vol. 27 Iss: 4||388 - 403<br />
|-<br />
|2011||Fan Ying||Confucius as a nation brand for China||Brunel Business School||The first International Symposium of Corporate Heritage and Brand||30 Nov. -2 Dec.||London<br />
|-<br />
|2011||Fan Ying||Confucius meets Mao: National symbols and nation image||Brunel Business School||14th ICIG Symposium||14-16 September<br />
||IE University, Segovia<br />
|-<br />
|2011||Fanning John||Branding and Begorrah: The Importance of Ireland’s Nation Brand Image||UCD Smurfit Business School||Irish Marketing Review||Vol 21 (1, 2)||pp. 23-31<br />
|-<br />
|2011||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Emerald||International Marketing Review||Vol. 27 Iss: 4||466 - 479<br />
|-<br />
|2011||Gertner Rosane K.||Nation Brand Personality: Students’ Perceptions of Tourism and Study Abroad Destinations||College of Staten Island at The City University of New York. Business Department||International Review of Business Research Papers||Vol. 7 No. 6||pp 115-127<br />
|-<br />
|2011||Giovanardi Massimo||Producing and consuming the painter Raphael's birthplace||Department of Studies in Society, Politics and Institutions (DiSSPI) –“Carlo Bo”, University of Urbino, Urbino, Italy||Journal of Place Management and Development||Vol. 4 Iss: 1||53 - 66<br />
|-<br />
|2011||Harrison-Walker L. Jean||STRATEGIC POSITIONING OF NATIONS AS BRANDS<br />
||The University of Houston-Clear Lake ||Journal of International Business Research||Vol 10 (2)||pp. 135-147<br />
|-<br />
|2011||Hazime Hanan||From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi || Faculty of Economics, University of the Basque Country, Bilbao, Spain || African Journal of Business Management ||Vol. 5 (12)|| pp 4731-4745<br />
|-<br />
|2011||Kambiz Heidarzadeh Hanzaee & Hamid Saeedi||A Model of Destination Branding For Isfahan City: Integrating the Concepts of the Branding and Destination Image||Department of Business Management<br />
Science and Research Branch and Department of Business Management, Islamic Azad University, Tehran, Iran <br />
||Interdisciplinary Journal of Research in Business<br />
||Vol. 1 Iss: 4<br />
||pp 12-28<br />
|-<br />
|2011||Kaneva Nadia||Nation Branding: Toward an Agenda for Critical Research||University of Denver||International Journal of Communication||5||117-141<br />
|-<br />
|2011||Kuusik Andres||Innovation in destination marketing||Faculty of Economics and Business Administration, University of Tartu, <br />
Tartu, Estonia<br />
||Baltic Journal of Management<br />
||Vol. 6 Iss: 3<br />
||378 - 399<br />
|-<br />
|2011||Kwortnik Robert J. and Hawkes Ethan||Positioning a Place: Developing a Compelling Destination Brand||Cornell University, the School of Administration||Cornell Hospitality Report||11||1-18<br />
|-<br />
|2011||Lindgren Nikki and Lindgren Claes||Marketing’s Evolution as an Economic Development Strategy: a Washington County, Utah Case Study||University of Gävle||Stig Sörling||||152<br />
|-<br />
|2011||Lucarelli Andrea and Berg Per Olof||City branding: a state-of-the-art review of the research domain||School of Business, Stockholm University, Stockholm, Sweden||Journal of Place Management and Development||Vol. 4 Iss: 1||9 - 27<br />
|-<br />
|2011||Mahnken Gerhard||Place identity beyond province and metropolis: Paths and perspectives in Germany's “capital region” Berlin-Brandenburg||Leibniz-Institute for Regional Development and Structural Planning, Erkner, Germany|| Journal of Place Management and Development||Vol. 4 Iss: 1||67 - 79<br />
|-<br />
|2011||Mugobo Virimai V. and Ukpere Wilfred I.||Is Country branding a panacea or poison? ||Cape Peninsula University of Technology||African Journal of Business Management||Vol. 5(20)||8248-8255<br />
|-<br />
|2011||Neilson Leighann C.||John Murray Gibbon (1875-1952): The branding of a northern nation||Sprott School of Business, Carleton University, Ottawa, Ontario, Canada||CHARM 2011||2||1-18<br />
|-<br />
|2011||Saraniemi Saila||From destination image building to identity-based branding||University of Oulu, Oulu, Finland||International Journal of Culture, Tourism and Hospitality Research||Vol. 5 Iss: 3||247 - 254<br />
|-<br />
|2011||Sevin Efe and Salcigil White Gizem||Turkayfe.org: share your Türksperience||School of International Service, American University, Washington, DC, USA||Journal of Place Management and Development||Vol. 4 Iss: 1||80 - 92<br />
|-<br />
|2011||Statia Elliot||An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images||University of Guelph, Guelph, Ontario, Canada & Carleton University, Ottawa, Ontario, Canada & College of Hospitality and Tourism, at Sejong University, South Korea||Journal of Travel Research Sep2011||Vol. 50 Iss: 5||pp 520-534<br />
|-<br />
|2011||Volcic Zala and Andrejevic Mark||Nation Branding in the Era of Commercial Nationalism||Centre for Critical and Cultural Studies, University of Queensland||International Journal of Communication||5||598-618<br />
|-<br />
|2011||Zenker Sebastian||How to catch a city? The concept and measurement of place brands|| Institute of Marketing and Media, University of Hamburg, Hamburg, Germany||Journal of Place Management and Development||Vol. 4 Iss: 1||40 - 52<br />
|}<br />
<br />
=== 2010-2006 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2010||Álvarez Martinez Óscar||Branding Spain - Analyzing the organizations behind the image of Spain in Sweden||Gotland University||Department of Humanities and Social Sciences ||||pp 1-64<br />
|-<br />
|2010||Amran Harun, Abdul Wahid Bin Mohd Kassim, Oswald Aisat Igau, Sulaiman Tahajuddin & Abdullah Kaid Al-Swidi||Managing Local Brands in Facing Challenges of Globalization: Be a Local or Global Leader?||School of Business and Economics, University Malaysia Sabah, Malaysia &University Utara Malaysia||European Journal of Social Science||Vol. 17 Iss: 2||pp 254-265<br />
|-<br />
|2010||Fan Ying||Branding the nation: towards a better understanding||Brunel Business School||Place Branding and Public Diplomacy||6(2)||97-103<br />
|-<br />
|2010||Fetscherin Marc||The determinants and measurement of a country brand: the country brand strength index||Crummer Graduate School of Business||International Marketing Review||27(4)||466-479<br />
|-<br />
|2010||Fetscherin Marc and Marmier Pasca||Switzerland's nation branding initiative to foster science and technology, higher education and innovation: A case study||Crummer Graduate School of Business||Place Branding and Public Diplomacy||6||58–67<br />
|-<br />
|2010||Fujita Marketa and Dinnie Keith||The Nation Branding of the Czech Republic, Slovak Republic, Poland, and Hungary — Contrasting Approaches and Strategies||Business Temple University, Japan Campus||2nd International Conference on Brand Management, IMT Ghaziabad, India, January 8-9||||<br />
|-<br />
|2010||Heslop Louise A., Nadeau John, O'Reilly Norm||China and the Olympics: views of insiders and outsiders||Sprott School of Business, Carleton University, Ottawa, Canada||International Marketing Review||Vol. 27 Iss: 4||404 - 433<br />
|-<br />
|2010||Lee Richard, Klobas Jane, Tezinde Tito and Murphy Jamie||The underlying social identities of a nation's brand||University of South Australia, Adelaide, Australia||International Marketing Review||Vol. 27 Iss: 4||450 - 465<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||Business Administration and Social Sciences / Industrial marketing and e-commerce||||pp 1-31<br />
|-<br />
|2010||Machlouzarides Haris||The future of destination marketing: the case of Cyprus||Marketing Department, Cyprus Tourism Organization, Lefkosia, Cyprus||Journal of Hospitality and Tourism Technology||Vol. 1 Iss: 1||83 - 95<br />
|-<br />
|2010||Pike Steven, Bianchi Constanza, Kerr Gayle and Patti Charles||Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market||Queensland University of Technology, Brisbane, Australia||International Marketing Review||Vol. 27 Iss: 4||434 - 449<br />
|-<br />
|2010||Suzan Bakri Hassan, Mohamed Soliman Abdel Hamid & Hosny Al Bohairy||Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations||Fayoum University, Egypt & Authority Office, Alexandria, Egypt||IJEMS - The International Journal of Mediterranean Study||Vol. 3 No. 2||<br />
|-<br />
|2009||Akotia Mathias||Country Branding: Promoting Investment, Tourism and Exports through Country Communication Management and Social Engineering||||CEO- Brand Ghana Office||||<br />
|-<br />
|2009||Damnjanovic Vesna, Kravic Milena and Abdul Razek Tarek||Tourism Branding Strategy of the Mediterranean Region||University of Belgrade, Serbia & EMUNI University, Slovenia||IJEMS - The International Journal of Mediterranean Study||Vol. 2 No. 1||<br />
|-<br />
|2009||Dinnie Keith||Member State Perspectives on the ASEAN Region Brand||Temple University||3rd International Conference on Destination Branding and Marketing||||<br />
|-<br />
|2009||Dinnie Keith||Leveraging Nation Brand Equity — Potential Strategies for Trinidad and Tobago||Business Temple University, Japan Campus||Magazine of Trinidad & Tobago Chamber of Industry and Commerce||Vol 9, No 4||pp 12-14<br />
|-<br />
|2009||Echeverri Lina Maria||La imagen pais: Como se aplica el marketing a una naciona?||Colegio de Estudios Superiores de Administración CESA||||||<br />
|-<br />
|2009||Fujita Marketa and Dinnie Keith||The nation branding branding of the Czech Republic, Slovak Republic, Poland, and Hungary - Constrasting approaches and strategies||Temple University||International Conference of Brand Management||||<br />
|-<br />
|2009||Hospers Gert-Jan||Lynch, Urry and city marketing: Taking advantage of the city as a built and graphic image||Radboud University, University of Twente||Place Branding and Public Diplomacy||5||226–233<br />
|-<br />
|2009||Marat Erica||Nation Branding in Central Asia: A New Campaign to Present Ideas about the State and the Nation||Rout Edge, Taylor and Francis Group||Europe-Asia Studies||61(7)||1123-1136<br />
|-<br />
|2009||Marcus Andersson||Building a visible and attractive region: identity, image, branding and transnational cooperation in the Baltic Sea Region||Tenderson, place branding consultancy in Sweden||Ellefors, A. and Hofrén, E. (eds),||||1-19<br />
|-<br />
|2009||Marzano Giuseppe and Scott Noel||Power in Destination Branding||Annals of Tourism Research||Elsevier Inc.||36||247–267<br />
|-<br />
|2009||Murphy Stephen A.||Examining The Validity Of The Country Brand Personality Construct||Sprott School of Business, Carleton University||ANZMAC||||1-9<br />
|-<br />
|2009||Pasquinelli Cecilia||Place Branding for endogenous development. The case study of Tuscany and the Arnovalley brand.||Sant’Anna School of Advanced Studies Pisa||Regional Studies Association International Conference “Understanding and Shaping Regions: Spatial, Social and Economic Futures”||||<br />
|-<br />
|2009||||Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy||Business Temple University, Japan Campus||Korea Economic Intitute||Vol. 4 No.9||01 - 07<br />
|-<br />
|2009||Snaiderbaur Salvatore||"Made in Italy" in China. From Country of Origin to Country Concept Branding||Benedictine College School of Business||Icfai Journal of Brand Management||6||63-74<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Digital Scholarship UNLV||||<br />
|-<br />
|2008||Aronczyk Melissa||Living the Brand:Nationality, Globality and the Identity Strategies of Nation Branding Consultants||New York University||International Journal of Communication||2||41-65<br />
|-<br />
|2008||Athias Leonardo and Echegaray Fabián||Branding National Assets amidst Global Diversity: Differences and Similarities across Three Latin American Markets||||Esomar Global Diversity Conference||||<br />
|-<br />
|2008||Chang Dae Ham and Jong Woo Jun||Cultural Factors Influencing Country Images: The Case of American College Students’ Attitudes toward South Korea||Missouri School of Journalism - University of Missouri & School of Journalism and Communication - Dankook University||Journal of Mass Communication at Francis Marion University ||Vol. 2 No. 3||<br />
|-<br />
|2008||Dagyte Ina and Zykas Aurelijus||Country Branding: Qualitatively New Shifts in Country Image Communication||Vytautas Magnus University||||||<br />
|-<br />
|2008||Dinnie Keith||Japan's Nation Branding: Recent evolution and potential future paths||Business Temple University, Japan Campus||Journal of Current Japanese Affairs||Vol 16, No 3|| pp 52-65<br />
|-<br />
|2008||Dinnie Keith||Nation Branding and Russia: Prospects and Pitfalls||Business Temple University, Japan Campus|| Russian Journal of Communication|| Vol 1, No 2|| pp 199-201<br />
|-<br />
|2008||Fan Ying||Country of origin, branding strategy and internationalisation: the case of Chinese piano companies||Brunel Business School||Journal of Chinese Economic and Business Studies||6(3)||303-319<br />
|-<br />
|2008||Fan Ying||Self perception and significant others: A conceptual framework for nation image||Brunel Business School||The Sixth Conference of Asia Academy of Management, Taipei||Dec. 14-16||<br />
|-<br />
|2008||Fan Ying||Soft power: power of attraction or confusion?||Brunel Business School||Place Branding and Public Diplomacy||4(2)||147-158<br />
|-<br />
|2008||Florek Magdalena and Insch Andrea||The Trademark protection of country brands: Insights from New Zealand||Emerald Group Publishing Limited||Journal of Place Management and Development||1||292-306<br />
|-<br />
|2008||Gridehoj Adam||Branding From Above: Generic Cultural Branding in Shetland and other Islands||University of Aberdeen, Scotland UK||Island Studies Journal||Vol 2, No 3||pp. 175-198<br />
|-<br />
|2008||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||Department of Sociology, The Open University, UK||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Konecnik Maja and Go Frank||Tourism destination brand identity: The case of Slovenia||Faculty of Economics, University of Ljubljana||Journal of Brand Management<br />
||Vol. 15||pp 177-189<br />
|-<br />
|2008||Saraniemi Saila and Ahonen Mari||Destination Branding from Corporate Branding Perspective||Department of Marketing, University of Oulu, Finland||Proceedings of the Conference on Corporate Communication 2008||||pp 435-448<br />
|-<br />
|2008||Schweiger Günter, Otter Thomas and Strebinger Andreas||The influence of country of origin and brand on product evaluation and the implications thereof for location decisions ||Vienna University of Economics and Business Administration; Department of Advertising and Market Research at Wirtschaftsuniversität Wien||International Review of Business Research Papers||Vol. 4, 2||pp 91-102<br />
|-<br />
|2008||Sonya Hanna, Jennifer Rowley||An analysis of terminology use in place branding||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 61-75<br />
|-<br />
|2008||Simon Anholt||Place branding: Is it marketing, or isn’t it?||Place Branding and Public Diplomacy||Palgrave Journals||4||pp 1-6<br />
|-<br />
|2008||Simonin Bernard L.||Nation Branding and Public Diplomacy: Challenges and Opportunities||University of Michigan||The Fletcher Forum of World Affairs||32(3)||<br />
|-<br />
|2008||Szondi Gyorgy||Public Diplomacy and Nation Branding: Conceptual similarities and Differences||Netherlands Institute of International Relations ‘Clingendael’||The Hague Journal of Diplomacy||||<br />
|-<br />
|2008||Van Ham Peter||Place Branding: The State of the Art||Netherlands Institute of International Relations “Clingendael”||The Annals of the American Academy of Political and Social Science||Vol 616 No 1||<br />
|-<br />
|2007||Fan Ying||Soft power and nation branding||Brunel Business School||Academy of Marketing Branding Special Interest Group Conference||London|| <br />
|-<br />
|2007||Jami A Fullerton, Alice Kendrick, Kara Chan, Matthew Hamilton, Gayle Kerr||Attitudes towards American brands and Brand America||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 205-212<br />
|-<br />
|2007||Karavatzis Mihalis||Cities and their brands: Lessons from corporate branding ||University of Groningen, the Netherlands||Place Branding and Public Diplomacy||Vol. 5, No 1||pp. 26–37<br />
|-<br />
|2007||Krittinee Nuttavuthisit||Branding Thailand: Correcting the negative image of sex tourism||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 21-30<br />
|-<br />
|2007||Kemming Jan Dirk and Sandikci Özlem||Turkey ’ s EU accession as a question of nation brand image||Bilkent University, Faculty of Business Administration||Place Branding and Public Diplomacy ||Vol. 3||pp 31-41<br />
|-<br />
|2007||Marazza Antonio||A country brand is more than just a logo: Eight golden rules for branding a destination||Landor Associates||Landor Associates||||1-6 <br />
|-<br />
|2007||Pecotich Anthony||Global branding, country of origin and expertise||School of Economics and Commerce, Crawley, Australia||International Marketing Review||Vol. 24 Iss: 3||271 - 296<br />
|-<br />
|2007||Philip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Rufaidah Popy||Branding the nation: Indonesia as a Brand||Department of Management and Business, Padjadjaran University, Indonesia||||||1–16 <br />
|-<br />
|2007||Phillip C Zerrillo, Gregory Metz Thomas||Developing brands and emerging markets: An empirical application||Place Branding and Public Diplomacy||Palgrave Journals||3||pp 86-99<br />
|-<br />
|2007||Szondi Gyorgy||The role and challenges of country branding in transition countries: The Central and Eastern European experience||Leeds Metropolian University||Place Branding and Public Diplomacy||3(1)||8-20<br />
|-<br />
|2007||Teslik, Lee Hudson||Nation Branding Explained||Council on Foreign Relations||<br />
||||<br />
|-<br />
|2007||Widler Janine||Nation Branding: With Pride against Prejudice||Place Branding and Public Diplomacy||Palgrave Journals||3||144-150<br />
|-<br />
|2006||||Nation Branding and National Identity:Desperately Seeking Singapore||Institute of Policy development||||||<br />
|-<br />
|2006||Anholt Simon||Beyond the Nation Brand: The Role of Image and Identity in International Relations||U.K. Foreign Office Public Diplomacy Board||Anholt-GMI Nation Brands Index,” 2006 Q4 General Report||2006 Q4 General Report||6-12<br />
|-<br />
|2006||Evalyne Wanjiru||Branding African countries: A prospect for the future||||Place Branding||Vol.2||pp. 84-95<br />
|-<br />
|2006||Fan Ying||Branding the nation: What is being branded?||Brunel Business School||Journal of Vacation Marketing||12(1)||5-14<br />
|-<br />
|2006||Grundey Dainora, Toluba Bernardas and Brukiene Just||Country image as a marketing tool for fostering innovation and entrepreneurship||Kaunas Faculty of Humanities, Vilnius University||||||pp 25-42<br />
|-<br />
|2006||Ooi Can-Seng||Tales From Two Countries: The Place Branding of Denmark and Singapore||Asia Research Centre Copenhagen Business School ||Copenhagen Business School||||pp 1-33<br />
|-<br />
|2006||Panasiuk Aleksander||Marketing concept of the brand in tourism||University of Szczecin||Ekonomika ir vadyba: aktualijos ir perspektyvos||Vol. 1 (6)||pp 130-134<br />
|-<br />
|2006||Papp-Váry Árpád Ferenc||The marketing point of view: countries as brands || Budapest College of Communication Institute of Business and Economics || ||||pp 1-10<br />
|-<br />
|2006||Philippe Mihailovich||Brand Messages of Nation Branding: Viewed from Involvement Perspectives||ESLSCA Graduate School of Business, Paris||Place Branding, Palgrave Macmillan Ltd||2||229–247<br />
|-<br />
|2006||Philippe Mihailovich||Kinship branding: A concept of holism and evolution for the nation brand||School of Business, Paris|| Place Branding||Vol 2, No 3||pp 229-247<br />
|-<br />
|2006||Rein Irving and Shields Ben||Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialized nations||Northwestern University, USA||Place Branding and Public Diplomacy||Vol 3||pp. 73-85<br />
|}<br />
<br />
=== 2005-2000 ===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Publisher<br />
!scope="col" width="10%" style="background: #e6e6e6"| Volume<br />
!scope="col" width="8%" style="background: #e6e6e6"| Page<br />
|-cellspacing="1"<br />
<br />
|2005||||Branding the City through Culture and Entertainment ||University of Groningen, the Netherlands||AESOP 2005, Vienna||||<br />
|-<br />
|2005||Anholt Simon || Three interlinking concepts: Intellectual Property, Nation Branding and Economic Development || Brand Management || WIPO International Seminar on Intellectual Property and Development, Geneva, Switzerland || ||pp 1-6<br />
|-<br />
|2005||Blain Carmen, Levy Stuart E. and Ritchie J. R. Brent||Destination Branding: Insights and Practices from Destination Management Organizations||||Journal of Travel Research||Vol. 43||pp 328-338<br />
|-<br />
|2005||Dzenovska Dace||Remaking the nation of Latvia: Anthropological perspectives on nation branding||University of California in Berkeley||Place Branding||1(2)||173-186<br />
|-<br />
|2005||Fan Ying||Can a nation be marketed like products?||University of Lincoln||PKU Business Review||No. 9||(In Chinese)<br />
|-<br />
|2005||Fan Ying||Branding the nation: What is being branded?||Brunel Business School, Brunel University||Journal of vacation Marketing||Vol. 12 No.1||5 - 14<br />
|-<br />
|2005||Florek Magdalena||The country as a new challenge for Poland||University of Economics||Place Branding||1(2)||205-214<br />
|-<br />
|2005||Gudjonsson Hlynur||Nation Branding||Icelandic||Place Branding||1||283–298<br />
|-<br />
|2005||Kavaratzis Mihalis||Place Branding: A Review of Trends and Conceptual Models||||Westburn Publishers Ltd||Vol.5, No.4 ||pp. 329-342<br />
|-<br />
|2005||Nworah Uche||Country Branding And The Nigeria Image Project As A Case Study||University of Greenwich||Journal of Global Politician||||<br />
|-<br />
|2005||Parkerson Brenda, Saunders John||City branding: Can goods and services branding models be used to brand cities?||||Place Branding||Vol. 1||pp. 242–264<br />
|-<br />
|2005||Pike Steven||Tourism Destination Branding Complexity||||Journal of Product & Brand Management ||Vol. 14(4)||pp 258-9<br />
|-<br />
|2004||Anholt Simon and Hildreth Jeremy||‘Brand America: The mother of all brands’||Brand Management||Henry Stuart Publications||12||405–406<br />
|-<br />
|2004||Caldwell Niall, Freire Joao R.||The differences between between the branding a country, a region and a city: Applying the Brand Box Model||London Metropolitan University||The Journal of Brand Management||12(1)||50-61<br />
|-<br />
|2004||Clemens Roxanne, Babcock Bruce A.||Country of Origin as a Brand: The Case of New Zealand Lamb||Midwest Agribusiness Trade Research and Information Center, Iowa State University||MATRIC Briefing Paper 04-MBP 9||9||1-25<br />
|-<br />
|2004||Dinnie Keith||Place Branding: Overview of an Emerging Literature||Business Temple University, Japan Campus||Place Branding||Vol 1, No 1||pp 106-110 <br />
|-<br />
|2004||Fan Ying||Nation branding: Confusion and paradox||University of Lincoln||the proceedings of the 33rd EMAC Conference||18-21 May||Murcia<br />
|-<br />
|2004||Kavaratzis Mihalis||From city marketing to city branding: Towards a theoretical framework for developing city brands||University of Groningen, the Netherlands||Place Branding, Henry Stewart Publications||Vol 1, No 2||pp. 58 -73<br />
|-<br />
|2004||Kavaratzis Mihalis and Ashworth G. J.||City Branding: An effective assertion of identity or a transitory marketing trick?||University of Groningen, the Netherlands||Tijdschrift voor Economische en Sociale Geografie||Vol. 96, No. 5||pp. 506-514<br />
|-<br />
|2004||Morriset Jacques and Andrews-Johnson Kelly ||The effectiveness of promotion Agencies at attracting foreign Direct Investment||Foreign Investment Advisory Service||The International Bank for Reconstruction and Development/The World Bank||||3-104<br />
|-<br />
|2004||Papadopoulos Nicolas||Place branding: Evolution, meaning and implications||Eric Sprott School of Business|| Place branding||1(1)||36-49<br />
|-<br />
|2004||Pike Steven D.||Destination brand positioning slogans – towards the development of a set of accountability criteria||Faculty of Economics, University of Zagreb||Acta Turistica ||16(2)||pp 102-124<br />
|-<br />
|2003||Carolien Gehrels, Ocker van Munster, Mark Pen, Maartje Prins, Jessie Thevenet||Choosing Amsterdam. Brand, concept and organisation of the city marketing||City of Amsterdam||City of Amsterdam|| ||pp. 1-60<br />
|-<br />
|2003||Nigel J. Morgan, Annette Pritchard, Rachel Piggott||Destination branding and the role of the stakeholders: The case of New Zealand||||Destination branding and the role of the stakeholders: The case of New Zealand||Vol. 9, No.3 ||pp. 285-299<br />
|-<br />
|2003||||Branding a Country||Interbrand||Interbrand||||1-4<br />
|-<br />
|2002||Gilmore Fiona||A country — can it be repositioned? Spain — the success story of country branding||Springpoint||The Journal of Brand Management||9||281-293<br />
|-<br />
|2002||Hall Derek||Brand development, tourism and national identity: The re-imaging of former Yugoslavia||Scottish Agricultural College||Journal of Brand Management||9(4)||323-334<br />
|-<br />
|2002||Kotler Philip and Gertner David||Country as brand, product, and beyond: A place marketing and brand management perspective||Kellogg Graduate School of Management, Northwestern University; Lubin School of Business||The Journal of Brand Management||9||249–261<br />
|-<br />
|2002||Lodge C.||Success and failure: The brand stories of two countries<br />
||Journal of Brand Management||Palgrave Journals||9||372–384<br />
|-<br />
|2002||Morgan Nigel J, Pritchard Annette and Piggott Rachel||New Zealand, 100% Pure. The creation of a powerful niche destination brand||The Welsh School of Hospitality, Tourism and Leisure||Journal of Brand Management||9(4)||335-354<br />
|-<br />
|2002||Olins Wally||Branding the nation: the historical context||Wolff Olins||Journal of Brand Management||9||241–248<br />
|-<br />
|2002||Papadopoulos Nicolas; Heslop, Louise||Country equity and country branding: Problems and prospects||Eric Sprott School of Business||The Journal of Brand Management||9||294–314<br />
|-<br />
|2002||Supphellen M. and Nygaardsvik I.||Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model||Norwegian School of Economics||The Journal of Brand Management||9||385–395<br />
|-<br />
|2001||Van Ham Peter||The rise of the brand state: The postmodern politics of image and reputation||Netherlands Institute of International Relations “Clingendael”|| Foreign Affairs||Vol 80, No 5||pp 2-6<br />
|-<br />
|2000||O’Shaughnessy John and O’Shaughnessy Nicolas J.||Treating the nation as a brand: some neglected issues||Cambridge University, Columbia University||Journal of Macromarketing||20(1)||56-64<br />
|}<br />
<br />
== Degree Papers ==<br />
<br />
===2011 - present===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2012||Balencourt Amélie, Curado Zafra Antonio, ||City Marketing: How to promote a city?: The case of Umeå||Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE)||Hultén Peter||56<br />
|-<br />
|2012||Berende Bart, Kredig Fabian||What’s in a Name?: A study on the success factors of brand naming in China||Jönköping University||Muellern, Tomas||61<br />
|-<br />
|2012||Cecilia Pasquinelli||Competition, Cooperation, Co-opetition. Widening the perspective on Place Branding.||Scuola Superiore Sant’Anna||Prof. Nicola Bellini||166<br />
|-<br />
|2012||Dumbraveanu Daniela||Place branding: a challenging process for romania||Bucharest University,||||10<br />
|-<br />
|2012||Elena Rudneva||City Branding as an Instrument of Urban Strategic Development in Russia and Finland (cases: Vyborg, Russia and Lappeenranta, Finland)||Bielefeld University, St. Petersburg State University, Centre for German and European Studies (CGES)||Dr. Elena Belokurova||91<br />
|-<br />
|2012||Klonova Anastasiia||The Role of Mega-events in Country Branding : Case Study on Brand of Ukraine before European Football Championship 2012||Karlstad University||Pamment, James||96<br />
|-<br />
|2012||Lindblom Filip, Pettersson Rickard, Lorentz Erik ||City Branding: As a marketing tool in an increased competitive environment||Jönköping University, Jönköping International Business School, JIBS, Business Administration||Bogic Dijana Doktorand||70<br />
|-<br />
|2012||Martinez Oscar Alvarez ||Branding at Nation: The student and volunteers´ perceptions of image/identity in the Swedish student Nations||Gotland University||Dahl Matilda||80<br />
|-<br />
|2012||Martis Niklas||The World Heritage Coulisse: Identity, Branding and Visualisation in the city of Mantua||Gotland University, School of Culture, Energy and Environment||Legnér, Mattias||57<br />
|-<br />
|2012||Nash Meghan Elizabeth||Branding the Buaile: Using Ireland's Vernacular Architecture to Create a Global Tourism Brand||University of Cincinnati||John Hancock||124<br />
|-<br />
|2012||Ogundipe Samuel Johnson||A proposed Model for Country Branding : an experimental Application on Nigeria||Dalarna University||Elbe, Jorgen||85<br />
|-<br />
|2012||Owen Ashley||Destination USA: Marketing the United States as an International Travel Destination||University of Southern California||||<br />
|-<br />
|2012||Tove Eriksson||The English nation-brand and international recruitment from Finland||ARCADA||Peter Mildén||67<br />
|-<br />
|2011||Buckner Bonnie||The comparative identity of Nations: image of Nations as an assessment tool of national identity||Fielding Graduate University||||159<br />
|-<br />
|2011||Choi Suh Hee||Conceptualizing tourism image and nation image: An integrated relational-behavioral model||Purdue University||Liping A Cai||335<br />
|-<br />
|2011||Cretu Ionela||Destination image and destination branding in transition countries: the Romanian tourism branding campaign "Explore the Carpathian garden"||University of York||||117<br />
|-<br />
|2011||Azar Emil, Hedvall Robin, Larsson Markus||What is Swedishness?: - a qualitative research from the customer- and organisational perspective||Jönköping University||Hartmann, Benjamin||47<br />
|-<br />
|2011||Franceschetti Nadia||Place marketing and place making: Toronto, tourism, and the fractured gaze||Queen's University, Toronto||||90<br />
|-<br />
|2011||Gutzmer Alexander||New media urbanism : how brand-driven city building is virtualising the actual of space||Goldsmiths College(University of London)||||<br />
|-<br />
|2011||Hansen Trine, Iverse Betina||Bestseller Canada: Bestseller's Entry to the canadian market||Aarhus University. Business and Social Science||||70<br />
|-<br />
|2011||Hellberg Linnéa||Country Branding in a Chinese Context: Using a Swedish Example||Lunds Universitet, Sweden||Carl-Johan Asplund||65<br />
|-<br />
|2011||Johansson Stenberg Lisa||Time to re-think?: A brand new approach on brand identity, Minor Field Study of the Philippines||Linnaeus University, Sweden||Sandell, Michaela||80<br />
|-<br />
|2011||Kulshreshtha Shobhit||Destination branding: Improving tourist perception of UK||Leeds University, Leeds||Dr. Des Thwaites||68<br />
|-<br />
|2011||MacDonald Katherine||Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand||Victoria University of Wellington, New Zealand||Dr David Capie||82<br />
|-<br />
|2011||Melkumyan Mariam||Development of a logo assessment matrix in response to challenges in designing graphic identity for country tourism branding campaigns||Iowa State University||Lisa Fontaine||91<br />
|-<br />
|2011||Nguyen Viet Hung, Wang Zhuochuan||Practice of Online Marketing with Social Media in Tourism Destination Marketing: The Case Study of VisitSweden, Sweden||Södertörn University College||Anders Steene||64<br />
|-<br />
|2011||Prieto Larraín María Cristina||Branding the Chilean nation : socio-cultural change, national identity and international image||Leiden University, Netherlands||P. Silva||<br />
|-<br />
|2011||Rungø Lars ||Destination Branding:A comparative analysis of London’s and Liverpool’s visitors’ guides for 2011||Aarhus University, Denmark||Mariette Ulbæk||87<br />
|-<br />
|2011||Sonnleitner Katharina||Destination image and its effects on marketing and branding a tourist destination: A case study about the Austrian National Tourist Office - with a focus on the market Sweden||Södertörn University College||Steene, Anders||100<br />
|-<br />
|2011||Yang Fan||Faking China, Faked in China: Nation Branding, Counterfeit Culture, and the Post-socialist State in Globalization||George Mason University, Virginia||Smith, Paul||386<br />
|-<br />
|2011||Yang Fang||Movies' impact on place images and visitation interest: a product placement perspective||Michigan State University||||178<br />
|}<br />
<br />
===2010 - 2006===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
<br />
<br />
<br />
|2010||Agyeman - Duah Racheal Pokuah||Nation branding as a tool for the increase of foreign direct investment||Ashesi University College||Dr. Esi Ansah||63<br />
|-<br />
|2010||Algayerova Olga||Establishment of Public Diplomacy In Slovakia : An Effective New Approach||University of Malta||||110<br />
|-<br />
|2010||Alvarez Martinez Oscar||Branding Spain : analyzing the organizations behind the image of Spain in Sweden||Gotland University, Sweden||Dahl Matilda||80<br />
|-<br />
|2010||Alzadjali Badar|| Nation Brand In Oman: Studying Stakeholders’ Views On “Branding Oman’’ ||De Montfort University||||138<br />
|-<br />
|2010||Björner Emma||Nation branding at world expositions. Sweden’s brand architecture at Expo 2010.||Stockholms Universitet, Sweden||Per Olof Berg||34<br />
|-<br />
|2010||Hansen Matthew, Lee Yen Wiee||City Branding: The effects of hosting sporting events: An empirical study of Singapore||Jönköping University||Clas Wahlbin||34<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Competitive identity management- symbolic capital promotion and accumulation by public- policy based mental- mapping (CIM-S.C.P&A): Nation branding and public diplomacy in Sweden||Universitat Wien, Austria||||319<br />
|-<br />
|2010||Hermann Anna-Marie Barbara||Nation Branding and Diplomacy in Sweden||University of Vienna||Dr. Sven Hakon Rossel||319<br />
|-<br />
|2010||Kidane Getu Kebede||Branding Ethiopia: Opportunities and Challenges||University of South Africa||JH VISSER||42<br />
|-<br />
|2010||Kobayashi Nobumi||Questioning the efficacy of nation branding: A case study of Britain through the BBC World Service in Japan||The Open University, UK||||39<br />
|-<br />
|2010||Liljedahl Joel||Using place branding to attract tourists and residents to Swedish regions||Lulea University of Technology||||31<br />
|-<br />
|2010||McCoy Janelle||Ecotourism: A Strategic Campaign for Tourism in Finland ||University of Kansas||||113<br />
|-<br />
|2010||Murai Yasuko||Brand South Africa and the Discursive Construction of South African national identity||London School of Economics, UK||||35<br />
|-<br />
|2010||Potipan Pavinee, Worrawutteerakul Nantaphorn||A study of the Korean wave in order to be a lesson to Thailand for establishing a Thai wave ||Malardalen University||Tobias Eltebrandt||71<br />
|-<br />
|2010||Shore Nueriel||Brand Israel: An analyses of nation branding concepts as they relate to the state of Israel||University of Southern California||||87<br />
|-<br />
|2010||Skinner Heather||Conceptualising the relationship betwen nationhood, national and clutural identity, and place branding||University of Glamorgan||||<br />
|-<br />
|2010||Srisutto Sawaros ||Country Branding, Consumption Values, and Purchase Decision Confidence: A Case Study of Tourists to Thailand||Lincoln University, UK||Dr David Cohen, Dr Rick Fraser||223<br />
|-<br />
|2010||Trinidad Angela Anne||From Sweden with Love: Swedish Indie Music and the Nation Branding of Sweden||University of Gottingen||Dr. Karin Hoff||77<br />
|-<br />
|2010||Van Meer Laura||COMMUNICATING DESTINATION BRAND PERSONALITY||NHTV University of Applied Sciences||||77<br />
|-<br />
|2010||Van Haaren Lisa Margarita||Defining the Country Branding of Curacao:A comparison between the Dutch and US Target Market||Tilburg University||Dr. A.M van Gool||45<br />
|-<br />
|2010||Yoon Jiyoung||A conceptual model for city branding based on semiotis||Brunel University||||<br />
|-<br />
|2009||Al-Arrayed Lamya J.||Bahrain's bigger picture : a contextualized brand image for tourism||The University of Strathclyde||||<br />
|-<br />
|2009||Aronczyk Melissa||Branding the nation: Mediating space, value, and identity in the context of global culture||New York University||Aurora Wallace; Craig Calhoun; Richard Sennett||317<br />
|-<br />
|2009||Benjamin Manasoe|| Branding a Region: the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Chatterjee Sumana||An economic analysis of FDI in India||University of Baroda||P.R. Joshi||261<br />
|-<br />
|2009||Duborija Marco and Mlivic Aida||A Long Forgotten Jewel : Branding and Imaging of a destination||University of Kalmar, Sweden||Wessblad, Hans||75<br />
|-<br />
|2009||Fan Ying||BRANDING THE NATION: TOWARDS A BETTER UNDERSTANDING ||Brunel University||||11<br />
|-<br />
|2009||First Ivana||Brand Meaning and its Creation in a Cross-Cultural Context ||University of St. Gallen||Prof. Dr. Torsten Tomczak||199<br />
|-<br />
|2009||Lee Kyung Mi||Nation branding and sustainable competitiveness of nations||University of Twente, Netherlands||Prof. Dr. H. Brinksma||232<br />
|-<br />
|2009||Manasoe Benjamin||Branding a Region: Branding a Region:the next step for the Regional Tourism Organization of Southern Africa||Stellenbosch University||CH Maasdorp||142<br />
|-<br />
|2009||Qin Sun||An analytical model of the determinants and outcomes of nation branding||University of North Texas||Audhesh K. Paswan; Margie A. Tieslau||116<br />
|-<br />
|2009||Saraniemi Saila||Destination branding in a country context. A Case study of Finland in the British Market||University of Joensuu||Professor Ph.D. Raija Koppula||92<br />
|-<br />
|2009||Winter Carolin||Branding Finland on the internet: Images and stereotypes in Finland's Tourism Marketing||University of Jyväskylä||||122<br />
|-<br />
|2009||Woo Yee F.||Nation branding: A case study of Singapore||University of Nevada, Las Vegas||Dr. Billy Bai||71<br />
|-<br />
|2009||Xiaoyan Lu||A contemporay Brand China : an investigation into the development of Brand China in the context of global socio-political and cultural influences in the 21st century||University of Southampton||||<br />
|-<br />
|2008||Bitterman Albert (Alex)||Brandtopia: A Critical Consideration of the Evolution and Future of Place Branding||State University of New York at Buffalo||||319<br />
|-<br />
|2008||Choi Jungmin||Place Branding Strategies for Alvesta Municipality||Växjö Universitet, Sweden||Jesper Persson||<br />
|-<br />
|2008||Hassman Rommey||The Islael Brand Nation Marketing under Constant Conflict||Telaviv University||||86<br />
|-<br />
|2008||Moilanen Teemu||Network brand management:Study of competencies of place branding ski destinations||HELSINKI SCHOOL OF ECONOMICS||||233<br />
|-<br />
|2008||Prucpairojkul Piyada||Thailand’s Nation Branding: A study of Thai nation-brand equity and capabilities||Mälardalen University, Sweden||Tobias Eltebrandt||103<br />
|-<br />
|2008||Sohail Aamir, Shahzad Kashif, Ahmad Din Ishtiaq||The Role of corporate social responsibility to create positive positioning in the branding of a country and particular to Pakistan ||Blekinge Institute of Technology School of Management||Prof. Ian Robson||90<br />
|-<br />
|2008||Soo Mei Wan||Country branding and residency choice||University of Malaya||||66<br />
|-<br />
|2008||Svedberg Jenny and Gustafson Johanna||Sail or not to sail?: How to use a ship as an event marketing tool to promote a country||University of Kalmar, Sweden||Timlon, Joachim||78<br />
|-<br />
|2008||Szondi Gyorgy||Public Dyplomacy and Nation Branding: Conceptual Similarities and Differencies||Netherlands Institute of International relations "Clingendael"||||42<br />
|-<br />
|2008||Uhrenholt Hannah||Destination Branding of NYC - Crating a Destination Brand Identity||Aalborg Universitet||Line Schmeltz Glob||103<br />
|-<br />
|2007||Abyareh Reza||Tourism Attracction and their influence on handicraft employment in Isfahan||Lulea University of Technology||Peter Dieke and Ali Sanayei||74<br />
|-<br />
|2007||Bryan Innes||International Product Differentiation Through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products||University of Saskatchewan, Saskatoon, Canada||Prof. William A. Kerr, Prof. Jill E. Hobbs||36<br />
|-<br />
|2007||Ferreira Gail||Consumer Perceptions of Global Branding and Iconization||University of Phoenix, Phoenix||Dr. David Hall||<br />
|-<br />
|2007||Kaneva Nadia||Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria.||University of Colorado at Boulder||||<br />
|-<br />
|2007||Marshalls Maurice Ndalahwa||Country image and its effects in promoting a tourist destination||Blekinge institute of technology, Sweden||Dr. Anders Hederstierna||96<br />
|-<br />
|2007||Nömm Heidi Marie||The Image of Sweden : A Study of the Swedish Embassy’s : Nation Branding and Public Diplomacy in Germany||Uppsala universitet, Sweden||||<br />
|-<br />
|2007||Outhavong Sounthaly||Branding "nation brand"||The University of Texas at Austin||Burns, Neal M.||151<br />
|-<br />
|2007||Papp-Váry Árpád Ferenc||The role and effects of country branding: Country image in the enlarged european union||University of west Hungary, Hungary||Dr. hab. László Józsa CSc||<br />
|-<br />
|2007||Rizvanovic Aida||Destination Image and Branding : tourism between war and peace||Aalborg Universitet|| Peter Allingham||83<br />
|-<br />
|2007||Spaans Emiel||Can countries be branded just like a products?||Universiteit van Amsterdam||Piet Verhoeven||93<br />
|-<br />
|2007||Undén Charlotta||Multinational Corporations and Spillovers in Vietnam - Adding Corporate Social Responsibility||University of Lund||Yves Bourdet||46<br />
|-<br />
|2007||Yeo Pei Chen||The effects of country branding on citizenship choice||||||<br />
|-<br />
|2006||Hemström Oskar, Luu Joakim, Unenge Ulrik ||Attracting Chinese Tourism: How Sweden can gain a larger share of the Chinese outbound tourism||Jönköping University||Anderson Helén||79<br />
|-<br />
|2006||Kangasmäki Heini||How Important Is an Image? : Dutch Travel Agencies' Perception of Sweden as a Travel Destination||Karlstads universitet, Sweden||Koskelainen, Maja||<br />
|-<br />
|2006||Santana Adriana Campelo||Place brand: lessons from New Zealand brand.||Universidade Federal da Bahia, Brazil||Claudio Guimarães Cardoso; Paulo Henrique de Almeida; Elaine Figueira Norberto Silva||<br />
|-<br />
|2006||Wahlqvist Stina, Larsson Therese||Brand New City: A Place marketing study on Jönköping||Jönköping University||Karl-Erik Gustafsson||79<br />
|-<br />
|2005||Salcedo y Bandiwan Lea-Grace||The impact of local tourism to boost local enconomy in the city of Baguio||Saint Louis University||||329<br />
|}<br />
<br />
===2005 - 2001===<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Year<br />
!scope="col" width="10%" style="background: #e6e6e6"| Author <br />
!scope="col" width="34%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="15%" style="background: #e6e6e6"| Mentor<br />
!scope="col" width="8%" style="background: #e6e6e6"| Pages<br />
|-cellspacing="1"<br />
|2005||Day Gordon Jonathon||Branding Nations as Tourism Destinations in the USA||James Cook University||||369<br />
|-<br />
|2005||Kavaratzis Mihalis||Branding the City through Culture and Entertainment||University of Groningen||||7<br />
|-<br />
|2005||Sibonokuhle Gumpo||Branding a country : the case of Zimbabwe||University of South Africa||Mr. Hennie Visser||126<br />
|-<br />
|2005||Winfield-Pfefferkorn Julia||The branding of cities, exploring City Branding and the Importance of brand image||Graduate School of Syracuse Univeristy||||146<br />
|-<br />
|2004||Chen Yen-yang||The Strategy of Country Branding- A Case Study of Country of Origin Images and Destination Images on Taiwan and New Zealand||National Sun Yat-Sen University, Taiwan||||<br />
|-<br />
|2004||Eugene Song Kim||The Meanings of the Global Brand: A perspective from the Korean consumers||University of Hawaii||Dr Dana L. Alden||185<br />
|-<br />
|2004||Georgescu Anamaria and Botescu Andrei||Branding National Identity||Lund University, Sweden||Jan-Olof Nilsson||79<br />
|-<br />
|2003||Fakuda Osamu||Is Japan able to become an attractive country? Nation Branding in Tourism||Oxford Brookes University, UK||||110<br />
|-<br />
|2003||Rainisto Seppo K||Success factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States||Helsinki University of Technology||Henrikki Tikkanen, Professor of Marketing||271<br />
|-<br />
|2001||Lapp Axel||Berlin Biennale 2 - A biennale or a brand ||Humboldt University Berlin||||<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Experts
Experts
2017-11-03T12:04:46Z
<p>Wikieditor: /* Academics */</p>
<hr />
<div>== Companies==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="180" style="background: #e6e6e6"| Logo<br />
!scope="col" width="300" style="background: #e6e6e6"| Site<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
!scope="col" width="800" style="background: #e6e6e6"| Comment<br />
|-<br />
|[[File:Bloomlogo11.jpg|centre]]||Bloom Consulting||[http://www.bloom-consulting.com/]||Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent. Bloom Consulting specialize in place branding in five segments: Exports, Investment, Tourism, Talent and Prominence. <br />
|-<br />
|[[File:Futurebrand.png|centre]]||Future Brand||[http://www.futurebrand.com/]||FutureBrand combines expertise in brand strategy, identity, digital, retail, environmental, product and service design <br />
to define and connect every aspect of a brand experience throughout many different disciplines.<br />
|-<br />
|[[File:saffron.jpg|centre]]||Saffron||[http://www.saffron-consultants.com/]||Saffron are a global brand and innovation consultancy, who help their clients to transform themselves and their markets.<br />
|-<br />
|[[File:wolffolinslogo.gif|centre]]||Wolff Olins||[http://www.wolffolins.com/work]||Wolff Olins are international brand consultants who represent their clients in all sectors.<br />
|-<br />
|[[File:Resonance_stacked.jpg|centre]]||Resonance||[http://resonanceco.com]||Resonance work on creating new brands for the real estate, travel, tourism, hospitality and beverage industries.<br />
|-<br />
|[[File:Portland-logo.png|centre]]||Portland||[http://portland-communications.com]||Portland is a communications and public affairs consultancy.<br />
|}<br />
<br />
== Business Professionals ==<br />
<br />
=== Key Players ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="47%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[Experts#Simon Anholt|Simon Anholt]]|| Independent Policy Advisor ||Simon Anholt||[http://www.simonanholt.com/]||Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy". <br />
|-<br />
|[[Experts#Jose Filipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||[http://www.bloom-consulting.com/]||In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.<br />
|-<br />
|[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||[http://www.wallyolins.com/do.htm]||Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"<br />
|-<br />
|}<br />
<br />
<br />
==== Simon Anholt ====<br />
[[File:Simonanholt.jpg|left]]<br />
Simon Anholt is an independent policy advisor who has helped more than 50 countries engage more productively with the rest of the world. Mr Anholt is the author who coined the term ‘nation brand’ in a 1996 academic paper, although he does not believe in the act of nation branding and said: “Nation branding does not exist; it is a myth, and rather a dangerous one.”<br />
<br />
He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.<br />
<br />
Simon Anholt is an Honorary Professor at the University of East Anglia in the UK and holds a number of other honorary and advisory positions around the world.<br />
<br />
His most important recent project is the introduction of the concept of Good Country and the development of the Good Country Index, which measures what each country on Earth contributes to the common good of humanity, and what it takes away, relative to its size. The concept was introduced in his TEDSalon talk in June 2014.<br />
<br />
He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union.<br />
Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.<br />
<br />
Mr Anholt has published five books about Nation Brand. He is the founder and Editor Emeritus of an academic journal on the same subject, and each year since 2005 has published two major global surveys tracking public perceptions of countries and cities. He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).<br />
<br />
Click [[Simon Anholt|here]] if you need more information.<br />
<br />
==== José Filipe Torres ====<br />
[[File:Josefillipetorres.jpg|left]]<br />
José Filipe Torres is one of the world’s top experts in country branding as well as CEO and founding partner of Bloom Consulting, a firm that specialises in Nation Branding and place branding. Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.<br />
<br />
Mr Torres has been advising countries in the field of strategy and branding for the last 14 years. Already working for over 40 countries, regions and cities across all continents. He also collaborates with OECD and the World Economic Forum. Bloom Consulting, the company Mr Torres presides, introduced a new concept to the field of Country Branding in 2015 – #Digital Country (a country or a place that has triggered proactive interest from different stakeholders towards that country or that place in the digital world).<br />
Every year Bloom Consulting publishes a renowned set of brand rankings, measuring the brand appeal of countries in the digital world (The Digital Country Index), the effectiveness of country brands in attracting tourism and investment (Bloom Consulting Country Brand Ranking). The rankings are based on the data from the proprietary analytical software Digital Demand - D2©.<br />
<br />
He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres has also been a guest speaker at some of the most prestigious universities in the world, such as Harvard University, London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.<br />
<br />
Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia.<br />
Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.<br />
<br />
In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. <br />
This research is published every year under the name of:<br />
“Bloom Consulting Country Brand Ranking”<br />
<br />
==== Wally Olins (1930-2014) ====<br />
<br />
[[File:Wallyolins.jpg|left|alt text]]<br />
Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.<br />
<br />
After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.<br />
<br />
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.<br />
<br />
He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.<br />
<br />
Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.<br />
<br />
On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.<br />
<br />
=== Other Business Professionals ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
<br />
|-<br />
|[[File:Allan.jpg|centre]]||Allan, Malcolm||Managing Director at Place Matters Ltd.||Place Matters Ltd.||[http://www.placematters.co/AboutUs.html]||PlaceMatters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.<br />
|-<br />
|[[File:Marcus Andersson.jpg|centre]]||Andersson, Marcus||CEO of Tendensor International||Tendensor International||[https://www.linkedin.com/in/marcus-andersson-a714681/]||Marcus Andersson is CEO and co-founder of Tendensor International. He advises countries, cities, regions and clusters on their reputation and attractiveness and leads research and consultancy projects in Northern Europe. Marcus has worked for Baltic Development Forum, the Swedish Government, and the European Commission, with communication and project management in policy areas such as cluster development, innovation, entrepreneurship and security policy, as well as with marketing in different positions. He holds an MA in Political Science from Uppsala University and an MSc. in Marketing, Business and Economics from Stockholm University School of Business. He has published a range of academic papers, articles, reports and handbooks on topics such as cluster development, macro-regional branding and general place branding.<br />
|-<br />
|[[File:Baker.jpg|centre]]||Baker, Bill||President of Total Destination Marketing||Total Destination Marketing||[http://destinationbranding.com/]||Bill Baker is Chief Strategist for Total Destination Marketing. He is recognized internationally as a leader and pioneer for his successes in marketing and branding hundreds of cities, regions, and nations with a wide range of tourism solutions. Based in Oregon, he has focused on boosting the competitiveness and performance of small cities and regions in the USA in tourism and economic development since 2000.<br />
Bill has developed successful tourism and branding strategies for dozens of locations throughout the United States and Australia. He has been directly involved in some of the most respected destination branding campaigns in the USA. While in Australia he was responsible for the highly acclaimed "Shrimp on the Barbie" campaign, which he directed for seven years. He has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world including Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as Australia's global branding and integrated marketing campaigns.<br />
Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many other leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker on place branding, energizing seminars and educational forums around the world.<br />
|-<br />
|[[File:Tom Buncle.jpeg|centre]]||Buncle, Tom||Managing Director of Yellow Railroad Ltd.||Yellow Railroad Ltd.||[https://www.linkedin.com/in/tom-buncle-723391b/]||Tom Buncle is Managing Director of Yellow Railroad Ltd., an international destination consultancy firm. He is a former Chief Executive of Visit Scotland and has worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, global travel trends and crisis recovery. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools.<br />
|-<br />
|[[File:Martin Boisen.jpg|centre]]|| Boisen, Martin|| Lecturer in Human Geography & Planning at University of Groningen, The International Place Branding Association || University of Groningen ||[http://www.boisen.nl/]|| Martin Boisen is a Danish geographer with a MSc. degree (cum laude) from Utrecht University. He lives and works from the heart of city of Utrecht in the Netherlands. Independent Advisor at BOISEN: For the Love of Place, Co-founder of Phønix: The International Place Branding Panel and Lecturer at the University of Groningen. Over the last ten years, Martin Boisen has been involved in around 70 projects related to place branding, especially in connection with cities.<br />
|-<br />
|[[File:Cromwell.jpg|centre]]||Cromwell, Thomas||President of East West Communications||East West Communications||[http://www.gbrconsulting.gr/sectors/tourism/cromwell.html]||Thomas Cromwell is the President of East West Communications and one of the world's leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as a nation branding consultant. He has travelled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia.<br />
|-<br />
|[[File:Jeannette-Hanna.jpg|centre]]|| Hanna, Jeannette || Chief Strategist in the Trajectory || Trajectory ||[https://ca.linkedin.com/in/jeannette-hanna-6a71626]|| Jeannette Hanna is an expert from the strategic branding agency Trajectory in Canada. She works in fields of place branding, placemaking and place management. Raised in New York City, Jeannette is a graduate of Rutgers University. <br />
As co-author of Ikonica, A Field Guide to Canada’s Brandscapeshe explored the interdependencies of commerce, culture and community. It’s a theme that’s been honed over her long tenure as the brand strategy lead for Spencer Francey Peters (later, CundariSFP) and then as a founder of Trajectory. Her client roster reflects Jeannette’s range – from billion dollar enterprises to innovative start-ups – across a broad spectrum of sectors.<br />
Jeannette lectures regularly at business schools and conferences on emerging trends in branding and stakeholder engagement. She’s also a contributing author to several books: Rediscovering the Wealth of Places; Measuring Marketing Communications Effectiveness in an Ever-changing World – the Role of the MarCom Dashboard. Her volunteer roles have included: Canadian Marketing Association’s Brand Council; Design Management Institute (Board) and Wellspring.<br />
|-<br />
|[[File:Chris Fair.jpg|centre]]||Fair, Chris||President of Resonance Consultancy||Resonance Consultancy||[http://resonanceco.com/team/]||Chris Fair is the president of Resonance Consultancy. He holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behaviour.<br />
|-<br />
|[[File:Joao_Freire.jpg|centre]]||Freire, Joao R.||Place Branding Expert||Co-founder of Ecoterra||[http://strengtheningbrandamerica.com/insight-from-experts/expert-interviews/joao-r-freire/]||Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon. <br />
|-<br />
|[[File:Kalandides.JPG|centre]]||Kalandides, Ares||Managing Director||Inpolis||[http://www.inpolis.de/inplaces-teamdetail_1_Kalandides-+Ares_en.html]||Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.<br />
|-<br />
|[[File:Gustavo Koniszczer.jpg|centre]]|| Koniszczer, Gustavo || Managing Director of FutureBrand Spanish Latin America || FutureBrand ||[https://ar.linkedin.com/in/guskoni]|| Gustavo Koniszczer is the Administrative Director for Hispanoamérica at FutureBrand, global consulting in brand strategy and creation, responsible for the Buenos Aires, Santiago, Lima, Bogotá and Mexico offices. He was part of the first group of graduates of the Graphic Design Course of the School of Architecture, Design and Urbanism from Universidade de Buenos Aires, in 1987. He was President of the ADG (Associação de Designers Gráficos de Buenos Aires, from 1988 - 1990. Throughout his career, he received awards and honours and was invited to give talks in Brazil and internationally. Currently, he manages FutureBrand projects in all of Latin America.<br />
|-<br />
|[[File:Levine.jpg|centre]]||Levine, Andrew||President/Chief Creative Officer at Development Counsellors International||Development Counsellors International||[http://www.linkedin.com/in/economicdevelopmentmarketing]||Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialities are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.<br />
|-<br />
|[[File:Jonathan McClory.jpg|centre]]||McClory, Jonathan||Partner at Portland Communications||Portland Communications||[https://www.linkedin.com/in/jonathanmcclory/]||Jonathan McClory leads Portland’s Place Branding practice. He is a specialist in soft power, public diplomacy, cultural relations and place branding. Jonathan has advised senior government clients in the UK, Europe, and Asia on reputation, policy, and effective global engagement. Jonathan previously led the place branding initiative at the London-based creative agency Winkreative. Prior to this, he worked as a consultant in the London office of the Boston Consulting Group.<br />
Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG), where he remains an Associate. While at the IfG, Jonathan developed the world’s first composite index for measuring the soft power of countries, used as a benchmark by foreign ministries across the globe.<br />
|-<br />
|[[File:Menzel.jpg|centre]]||Menzel, Daniel Sebastian||Founder of the Berlin-based branding agency von FORMAT||von FORMAT||[http://www.nationbranding.de/site_english/experts/daniel-menzel.php]||Expertise: brand management in the area of travelling and tourism, place branding, nation branding.<br />
|-<br />
|[[File:Paul Temporal.jpg|centre]]|| Temporal, Paul || Associate Fellow at Saïd Business School || Saïd Business School ||[https://www.sbs.ox.ac.uk/community/people/paul-temporal]|| Dr Temporal is a leading global expert on brand creation, development and management with over thirty years of experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach.<br />
Paul has featured in mainstream global media such as the New York Times, the Asian Wall Street Journal, Sunday Times of India, CNBC, the Economist, Business Week and multiple e-media. He has written 16 books on Brand Strategy and Management. He has also worked with many ministries, departments, statutory bodies and GLC’s in Asian countries. Corporate clients include such major companies as Coca Cola Corporation, Microsoft, McKinsey & Company and many more.<br />
Dr. Temporal was educated at Leeds and Oxford Universities in the UK, and holds Bachelor, Master and Doctoral degrees in Management, a degree in Economics, and a Post-Graduate Certificate in Education. Paul is an Associate Fellow at Saïd Business School, and at Green Templeton College, University of Oxford, and is a Visiting Professor at Peking University HSBC Business School, China.<br />
|-<br />
|}<br />
<br />
== Academics ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
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!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[File:Avraham.jpg|centre]]||Avraham, Eli||Academic teacher at Haifa University||Haifa University||[http://hevra.haifa.ac.il/~comm/en/staff/show_details.php?UserID=640]|| He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.<br />
|-<br />
|[[File:Braun.png|centre]]||Braun, Erik||Senior researcher and lecturer||Erasmus University, Rotterdam, the Netherlands||[http://people.few.eur.nl/braun/]||Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Magdalena Florek.jpg|centre]]||Florek, Magdalena||Place marketing and branding researcher and co-founder of the Best Place Institute, also Vice Chairman of the International Place Branding Association||Best Place Institute||[https://www.linkedin.com/in/magdalena-florek-13a22813/]||Magdalena Florek is a place marketing and branding researcher and co-founder of the Best Place – European Place Marketing Institute, a place marketing think-tank. She received her Ph.D. and post-doctoral degree in Management and Marketing. Since completion of her master studies, her main focus has been place marketing. Recently her main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment.<br />
|-<br />
|[[File:Alan Fyall.jpg|centre]]||Fyall, Alan||Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida||University of Central Florida||[https://hospitality.ucf.edu/person/alan-fyall/]||Dr. Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida. He has published widely in his fields of expertise and is the author of over 150 articles, book chapters and conference papers. He has also written 20 books, which include Tourism Principles & Practice, one of the leading international textbooks on the subject published by Pearson. Alan currently teaches International Tourism Management and Destination Marketing & Management.<br />
|-<br />
|[[File:Go.jpg|centre]]||Go, Frank M.||Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||[http://www.rsm.nl/people/frank-go/publications/]||Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Govers.JPG|centre]]||Govers, Robert||Adjunct Associate Professor at the University of Leuven||University of Leuven||[http://www.rgovers.com/]||Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an independent place branding advisor for national, regional and city government administrations. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities constructed, perceived and experienced (2009) and editor of the International Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation management, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publications. <br />
Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Management, Erasmus University, The Netherlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.<br />
|-<br />
|[[File:Insch.jpg|centre]]||Insch, Andrea||Senior Lecturer||University of Otago, Marketing Department||[]||Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.<br />
|-<br />
|[[File:Mihalis Kavaratzis.jpg|centre]]||Kavaratzis, Mihalis||Senior Lecturer in Marketing and Management and Adviser on Place Marketing/ Branding at School of Management, University of Leicester||University of Leicester||[http://www2.le.ac.uk/departments/management/people/mihalis-kavaratzis]||Mihalis Kavaratzis is a Senior Lecturer in Marketing and Management and an Adviser on Place Marketing/Branding at School of Management, University of Leicester. He has degrees in Business Administration from the University of Piraeus, Greece and in Marketing from the University of Stirling, Scotland. He also holds a PhD in City Marketing from the University of Groningen in the Netherlands and is particularly interested in the application of branding within place management.<br />
|-<br />
|[[File:Morgan.jpg|centre]]||Morgan, Nigel||Professor of Tourism Studies||Cardiff Metropolitan University||[http://cardiffmet.academia.edu/NigelMorgan]||Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.” <br />
|-<br />
| [[File:Joseph_nye.jpg|centre]]||Nye, Joseph||Harvard University Distinguished Service Professor|| Harvard University || [https://www.hks.harvard.edu/about/faculty-staff-directory/joseph-nye] ||Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.<br />
In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.<br />
|-<br />
| [[File:Olivieira.png|centre]]||Oliveira, Eduardo||Ph.D. Researcher|| University of Groningen, the Netherlands || [http://rug.academia.edu/EduardoOliveira] ||Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.<br />
|-<br />
|[[File:Papadopoulos.jpg|centre]]||Papadopoulos, Nicolas||Chancellor's Professor||Sprott School of Business||[http://www.sprott.carleton.ca/faculty_and_research/npapadopoulos.html]||Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.<br />
|-<br />
|[[File:Temporal.jpg|centre]]||Temporal, Paul||Director of research and CEO.||Said Business School, University of Oxford and SXTC Global||[http://www.sxtcbrand.com/#/leadership/4535585908 ]||His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.<br />
|-<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Experts
Experts
2017-11-03T11:49:54Z
<p>Wikieditor: /* Other Business Professionals */</p>
<hr />
<div>== Companies==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="180" style="background: #e6e6e6"| Logo<br />
!scope="col" width="300" style="background: #e6e6e6"| Site<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
!scope="col" width="800" style="background: #e6e6e6"| Comment<br />
|-<br />
|[[File:Bloomlogo11.jpg|centre]]||Bloom Consulting||[http://www.bloom-consulting.com/]||Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent. Bloom Consulting specialize in place branding in five segments: Exports, Investment, Tourism, Talent and Prominence. <br />
|-<br />
|[[File:Futurebrand.png|centre]]||Future Brand||[http://www.futurebrand.com/]||FutureBrand combines expertise in brand strategy, identity, digital, retail, environmental, product and service design <br />
to define and connect every aspect of a brand experience throughout many different disciplines.<br />
|-<br />
|[[File:saffron.jpg|centre]]||Saffron||[http://www.saffron-consultants.com/]||Saffron are a global brand and innovation consultancy, who help their clients to transform themselves and their markets.<br />
|-<br />
|[[File:wolffolinslogo.gif|centre]]||Wolff Olins||[http://www.wolffolins.com/work]||Wolff Olins are international brand consultants who represent their clients in all sectors.<br />
|-<br />
|[[File:Resonance_stacked.jpg|centre]]||Resonance||[http://resonanceco.com]||Resonance work on creating new brands for the real estate, travel, tourism, hospitality and beverage industries.<br />
|-<br />
|[[File:Portland-logo.png|centre]]||Portland||[http://portland-communications.com]||Portland is a communications and public affairs consultancy.<br />
|}<br />
<br />
== Business Professionals ==<br />
<br />
=== Key Players ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="47%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[Experts#Simon Anholt|Simon Anholt]]|| Independent Policy Advisor ||Simon Anholt||[http://www.simonanholt.com/]||Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy". <br />
|-<br />
|[[Experts#Jose Filipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||[http://www.bloom-consulting.com/]||In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.<br />
|-<br />
|[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||[http://www.wallyolins.com/do.htm]||Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"<br />
|-<br />
|}<br />
<br />
<br />
==== Simon Anholt ====<br />
[[File:Simonanholt.jpg|left]]<br />
Simon Anholt is an independent policy advisor who has helped more than 50 countries engage more productively with the rest of the world. Mr Anholt is the author who coined the term ‘nation brand’ in a 1996 academic paper, although he does not believe in the act of nation branding and said: “Nation branding does not exist; it is a myth, and rather a dangerous one.”<br />
<br />
He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.<br />
<br />
Simon Anholt is an Honorary Professor at the University of East Anglia in the UK and holds a number of other honorary and advisory positions around the world.<br />
<br />
His most important recent project is the introduction of the concept of Good Country and the development of the Good Country Index, which measures what each country on Earth contributes to the common good of humanity, and what it takes away, relative to its size. The concept was introduced in his TEDSalon talk in June 2014.<br />
<br />
He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union.<br />
Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.<br />
<br />
Mr Anholt has published five books about Nation Brand. He is the founder and Editor Emeritus of an academic journal on the same subject, and each year since 2005 has published two major global surveys tracking public perceptions of countries and cities. He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).<br />
<br />
Click [[Simon Anholt|here]] if you need more information.<br />
<br />
==== José Filipe Torres ====<br />
[[File:Josefillipetorres.jpg|left]]<br />
José Filipe Torres is one of the world’s top experts in country branding as well as CEO and founding partner of Bloom Consulting, a firm that specialises in Nation Branding and place branding. Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.<br />
<br />
Mr Torres has been advising countries in the field of strategy and branding for the last 14 years. Already working for over 40 countries, regions and cities across all continents. He also collaborates with OECD and the World Economic Forum. Bloom Consulting, the company Mr Torres presides, introduced a new concept to the field of Country Branding in 2015 – #Digital Country (a country or a place that has triggered proactive interest from different stakeholders towards that country or that place in the digital world).<br />
Every year Bloom Consulting publishes a renowned set of brand rankings, measuring the brand appeal of countries in the digital world (The Digital Country Index), the effectiveness of country brands in attracting tourism and investment (Bloom Consulting Country Brand Ranking). The rankings are based on the data from the proprietary analytical software Digital Demand - D2©.<br />
<br />
He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres has also been a guest speaker at some of the most prestigious universities in the world, such as Harvard University, London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.<br />
<br />
Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia.<br />
Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.<br />
<br />
In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. <br />
This research is published every year under the name of:<br />
“Bloom Consulting Country Brand Ranking”<br />
<br />
==== Wally Olins (1930-2014) ====<br />
<br />
[[File:Wallyolins.jpg|left|alt text]]<br />
Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.<br />
<br />
After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.<br />
<br />
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.<br />
<br />
He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.<br />
<br />
Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.<br />
<br />
On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.<br />
<br />
=== Other Business Professionals ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
<br />
|-<br />
|[[File:Allan.jpg|centre]]||Allan, Malcolm||Managing Director at Place Matters Ltd.||Place Matters Ltd.||[http://www.placematters.co/AboutUs.html]||PlaceMatters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.<br />
|-<br />
|[[File:Marcus Andersson.jpg|centre]]||Andersson, Marcus||CEO of Tendensor International||Tendensor International||[https://www.linkedin.com/in/marcus-andersson-a714681/]||Marcus Andersson is CEO and co-founder of Tendensor International. He advises countries, cities, regions and clusters on their reputation and attractiveness and leads research and consultancy projects in Northern Europe. Marcus has worked for Baltic Development Forum, the Swedish Government, and the European Commission, with communication and project management in policy areas such as cluster development, innovation, entrepreneurship and security policy, as well as with marketing in different positions. He holds an MA in Political Science from Uppsala University and an MSc. in Marketing, Business and Economics from Stockholm University School of Business. He has published a range of academic papers, articles, reports and handbooks on topics such as cluster development, macro-regional branding and general place branding.<br />
|-<br />
|[[File:Baker.jpg|centre]]||Baker, Bill||President of Total Destination Marketing||Total Destination Marketing||[http://destinationbranding.com/]||Bill Baker is Chief Strategist for Total Destination Marketing. He is recognized internationally as a leader and pioneer for his successes in marketing and branding hundreds of cities, regions, and nations with a wide range of tourism solutions. Based in Oregon, he has focused on boosting the competitiveness and performance of small cities and regions in the USA in tourism and economic development since 2000.<br />
Bill has developed successful tourism and branding strategies for dozens of locations throughout the United States and Australia. He has been directly involved in some of the most respected destination branding campaigns in the USA. While in Australia he was responsible for the highly acclaimed "Shrimp on the Barbie" campaign, which he directed for seven years. He has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world including Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as Australia's global branding and integrated marketing campaigns.<br />
Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many other leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker on place branding, energizing seminars and educational forums around the world.<br />
|-<br />
|[[File:Tom Buncle.jpeg|centre]]||Buncle, Tom||Managing Director of Yellow Railroad Ltd.||Yellow Railroad Ltd.||[https://www.linkedin.com/in/tom-buncle-723391b/]||Tom Buncle is Managing Director of Yellow Railroad Ltd., an international destination consultancy firm. He is a former Chief Executive of Visit Scotland and has worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, global travel trends and crisis recovery. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools.<br />
|-<br />
|[[File:Martin Boisen.jpg|centre]]|| Boisen, Martin|| Lecturer in Human Geography & Planning at University of Groningen, The International Place Branding Association || University of Groningen ||[http://www.boisen.nl/]|| Martin Boisen is a Danish geographer with a MSc. degree (cum laude) from Utrecht University. He lives and works from the heart of city of Utrecht in the Netherlands. Independent Advisor at BOISEN: For the Love of Place, Co-founder of Phønix: The International Place Branding Panel and Lecturer at the University of Groningen. Over the last ten years, Martin Boisen has been involved in around 70 projects related to place branding, especially in connection with cities.<br />
|-<br />
|[[File:Cromwell.jpg|centre]]||Cromwell, Thomas||President of East West Communications||East West Communications||[http://www.gbrconsulting.gr/sectors/tourism/cromwell.html]||Thomas Cromwell is the President of East West Communications and one of the world's leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as a nation branding consultant. He has travelled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia.<br />
|-<br />
|[[File:Jeannette-Hanna.jpg|centre]]|| Hanna, Jeannette || Chief Strategist in the Trajectory || Trajectory ||[https://ca.linkedin.com/in/jeannette-hanna-6a71626]|| Jeannette Hanna is an expert from the strategic branding agency Trajectory in Canada. She works in fields of place branding, placemaking and place management. Raised in New York City, Jeannette is a graduate of Rutgers University. <br />
As co-author of Ikonica, A Field Guide to Canada’s Brandscapeshe explored the interdependencies of commerce, culture and community. It’s a theme that’s been honed over her long tenure as the brand strategy lead for Spencer Francey Peters (later, CundariSFP) and then as a founder of Trajectory. Her client roster reflects Jeannette’s range – from billion dollar enterprises to innovative start-ups – across a broad spectrum of sectors.<br />
Jeannette lectures regularly at business schools and conferences on emerging trends in branding and stakeholder engagement. She’s also a contributing author to several books: Rediscovering the Wealth of Places; Measuring Marketing Communications Effectiveness in an Ever-changing World – the Role of the MarCom Dashboard. Her volunteer roles have included: Canadian Marketing Association’s Brand Council; Design Management Institute (Board) and Wellspring.<br />
|-<br />
|[[File:Chris Fair.jpg|centre]]||Fair, Chris||President of Resonance Consultancy||Resonance Consultancy||[http://resonanceco.com/team/]||Chris Fair is the president of Resonance Consultancy. He holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behaviour.<br />
|-<br />
|[[File:Joao_Freire.jpg|centre]]||Freire, Joao R.||Place Branding Expert||Co-founder of Ecoterra||[http://strengtheningbrandamerica.com/insight-from-experts/expert-interviews/joao-r-freire/]||Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon. <br />
|-<br />
|[[File:Kalandides.JPG|centre]]||Kalandides, Ares||Managing Director||Inpolis||[http://www.inpolis.de/inplaces-teamdetail_1_Kalandides-+Ares_en.html]||Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.<br />
|-<br />
|[[File:Gustavo Koniszczer.jpg|centre]]|| Koniszczer, Gustavo || Managing Director of FutureBrand Spanish Latin America || FutureBrand ||[https://ar.linkedin.com/in/guskoni]|| Gustavo Koniszczer is the Administrative Director for Hispanoamérica at FutureBrand, global consulting in brand strategy and creation, responsible for the Buenos Aires, Santiago, Lima, Bogotá and Mexico offices. He was part of the first group of graduates of the Graphic Design Course of the School of Architecture, Design and Urbanism from Universidade de Buenos Aires, in 1987. He was President of the ADG (Associação de Designers Gráficos de Buenos Aires, from 1988 - 1990. Throughout his career, he received awards and honours and was invited to give talks in Brazil and internationally. Currently, he manages FutureBrand projects in all of Latin America.<br />
|-<br />
|[[File:Levine.jpg|centre]]||Levine, Andrew||President/Chief Creative Officer at Development Counsellors International||Development Counsellors International||[http://www.linkedin.com/in/economicdevelopmentmarketing]||Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialities are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.<br />
|-<br />
|[[File:Jonathan McClory.jpg|centre]]||McClory, Jonathan||Partner at Portland Communications||Portland Communications||[https://www.linkedin.com/in/jonathanmcclory/]||Jonathan McClory leads Portland’s Place Branding practice. He is a specialist in soft power, public diplomacy, cultural relations and place branding. Jonathan has advised senior government clients in the UK, Europe, and Asia on reputation, policy, and effective global engagement. Jonathan previously led the place branding initiative at the London-based creative agency Winkreative. Prior to this, he worked as a consultant in the London office of the Boston Consulting Group.<br />
Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG), where he remains an Associate. While at the IfG, Jonathan developed the world’s first composite index for measuring the soft power of countries, used as a benchmark by foreign ministries across the globe.<br />
|-<br />
|[[File:Menzel.jpg|centre]]||Menzel, Daniel Sebastian||Founder of the Berlin-based branding agency von FORMAT||von FORMAT||[http://www.nationbranding.de/site_english/experts/daniel-menzel.php]||Expertise: brand management in the area of travelling and tourism, place branding, nation branding.<br />
|-<br />
|[[File:Paul Temporal.jpg|centre]]|| Temporal, Paul || Associate Fellow at Saïd Business School || Saïd Business School ||[https://www.sbs.ox.ac.uk/community/people/paul-temporal]|| Dr Temporal is a leading global expert on brand creation, development and management with over thirty years of experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach.<br />
Paul has featured in mainstream global media such as the New York Times, the Asian Wall Street Journal, Sunday Times of India, CNBC, the Economist, Business Week and multiple e-media. He has written 16 books on Brand Strategy and Management. He has also worked with many ministries, departments, statutory bodies and GLC’s in Asian countries. Corporate clients include such major companies as Coca Cola Corporation, Microsoft, McKinsey & Company and many more.<br />
Dr. Temporal was educated at Leeds and Oxford Universities in the UK, and holds Bachelor, Master and Doctoral degrees in Management, a degree in Economics, and a Post-Graduate Certificate in Education. Paul is an Associate Fellow at Saïd Business School, and at Green Templeton College, University of Oxford, and is a Visiting Professor at Peking University HSBC Business School, China.<br />
|-<br />
|}<br />
<br />
== Academics ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
|-<br />
| [[File:Joseph_nye.jpg|centre]]||Nye, Joseph||Harvard University Distinguished Service Professor|| Harvard University || [https://www.hks.harvard.edu/about/faculty-staff-directory/joseph-nye] ||Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.<br />
In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.<br />
|-<br />
| [[File:Olivieira.png|centre]]||Oliveira, Eduardo||Ph.D. Researcher|| University of Groningen, the Netherlands || [http://rug.academia.edu/EduardoOliveira] ||Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.<br />
|-<br />
|[[File:Avraham.jpg|centre]]||Avraham, Eli||Academic teacher at Haifa University||Haifa University||[http://hevra.haifa.ac.il/~comm/en/staff/show_details.php?UserID=640]|| He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.<br />
|-<br />
|[[File:Braun.png|centre]]||Braun, Erik||Senior researcher and lecturer||Erasmus University, Rotterdam, the Netherlands||[http://people.few.eur.nl/braun/]||Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Go.jpg|centre]]||Go, Frank M.||Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||[http://www.rsm.nl/people/frank-go/publications/]||Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Govers.JPG|centre]]||Govers, Robert||Adjunct Associate Professor at the University of Leuven||University of Leuven||[http://www.rgovers.com/]||Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an independent place branding advisor for national, regional and city government administrations. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities constructed, perceived and experienced (2009) and editor of the International Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation management, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publications. <br />
Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Management, Erasmus University, The Netherlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.<br />
|-<br />
|[[File:Insch.jpg|centre]]||Insch, Andrea||Senior Lecturer||University of Otago, Marketing Department||[]||Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.<br />
|-<br />
|[[File:Morgan.jpg|centre]]||Morgan, Nigel||Professor of Tourism Studies||Cardiff Metropolitan University||[http://cardiffmet.academia.edu/NigelMorgan]||Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.” <br />
|-<br />
|[[File:Papadopoulos.jpg|centre]]||Papadopoulos, Nicolas||Chancellor's Professor||Sprott School of Business||[http://www.sprott.carleton.ca/faculty_and_research/npapadopoulos.html]||Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.<br />
|-<br />
|[[File:Temporal.jpg|centre]]||Temporal, Paul||Director of research and CEO.||Said Business School, University of Oxford and SXTC Global||[http://www.sxtcbrand.com/#/leadership/4535585908 ]||His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.<br />
|-<br />
|[[File:Alan Fyall.jpg|centre]]||Fyall, Alan||Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida||University of Central Florida||[https://hospitality.ucf.edu/person/alan-fyall/]||Dr. Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida. He has published widely in his fields of expertise and is the author of over 150 articles, book chapters and conference papers. He has also written 20 books, which include Tourism Principles & Practice, one of the leading international textbooks on the subject published by Pearson. Alan currently teaches International Tourism Management and Destination Marketing & Management.<br />
|-<br />
|[[File:Magdalena Florek.jpg|centre]]||Florek, Magdalena||Place marketing and branding researcher and co-founder of the Best Place Institute, also Vice Chairman of the International Place Branding Association||Best Place Institute||[https://www.linkedin.com/in/magdalena-florek-13a22813/]||Magdalena Florek is a place marketing and branding researcher and co-founder of the Best Place – European Place Marketing Institute, a place marketing think-tank. She received her Ph.D. and post-doctoral degree in Management and Marketing. Since completion of her master studies, her main focus has been place marketing. Recently her main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment.<br />
|-<br />
|[[File:Mihalis Kavaratzis.jpg|centre]]||Kavaratzis, Mihalis||Senior Lecturer in Marketing and Management and Adviser on Place Marketing/ Branding at School of Management, University of Leicester||University of Leicester||[http://www2.le.ac.uk/departments/management/people/mihalis-kavaratzis]||Mihalis Kavaratzis is a Senior Lecturer in Marketing and Management and an Adviser on Place Marketing/Branding at School of Management, University of Leicester. He has degrees in Business Administration from the University of Piraeus, Greece and in Marketing from the University of Stirling, Scotland. He also holds a PhD in City Marketing from the University of Groningen in the Netherlands and is particularly interested in the application of branding within place management.<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Paul_Temporal.jpg
File:Paul Temporal.jpg
2017-11-03T10:38:47Z
<p>Wikieditor: Paul Temporal Expert's photo</p>
<hr />
<div>Paul Temporal Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Gustavo_Koniszczer.jpg
File:Gustavo Koniszczer.jpg
2017-11-03T10:24:37Z
<p>Wikieditor: Gustavo Koniszczer Expert's photo</p>
<hr />
<div>Gustavo Koniszczer Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Jeannette-Hanna.jpg
File:Jeannette-Hanna.jpg
2017-11-03T10:12:24Z
<p>Wikieditor: Jeannette Hanna Expert's photo</p>
<hr />
<div>Jeannette Hanna Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Martin_Boisen.jpg
File:Martin Boisen.jpg
2017-11-03T10:02:35Z
<p>Wikieditor: Martin Boisen Expert's photo</p>
<hr />
<div>Martin Boisen Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Events
Events
2017-11-02T15:06:12Z
<p>Wikieditor: /* 2013 */</p>
<hr />
<div>__TOC__<br />
== 2015 - 2016 Upcoming events ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:NBI.png|centre]]<br />
| '''NBI - Nation Branding and Investment Expo'''<br />
| Beursgebouw Eindhoven, The Netherlands<br />
| 2015.09.30 - 2016.10.01<br />
| n/a<br />
|[http://www.nbiexpo.com/]<br />
|-<br />
| [[File:Cnp.png |centre]]<br />
| '''City Nation Place'''<br />
| London, UK, <br />
| 2015.11.04 - 2015.11.05<br />
| ''City Nation Place Forum - Annual Forum for Place Marketing Experts''<br />
|[http://www.citynationplace.com/forum/]<br />
|-<br />
| [[File:ECM1.png]]<br />
| '''European Cities Marketing'''<br />
| Madrid, Spain<br />
| 2016.02.24 - 2015.02.27<br />
| ''The End of City Branding?''<br />
|[http://www.europeancitiesmarketing.com/event/ecm-spring-meeting-madrid/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War''' <br />
| Riga, Latvia<br />
| 2016.05.13<br />
| n/a<br />
|[http://reputationwar.lv/ ]<br />
|-<br />
|}<br />
<br />
== 2015 ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Paris, France<br />
| 2015.01.16<br />
| ''The brands and the territory : A fascinating theme for the 3rd edition of this international conference dedicated to Reputation Management at the digital age''<br />
|[http://www.reputationwar.com/en/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin'''<br />
| Berlin, Germany<br />
| 2015.03.04 - 2015.03.08<br />
| ''The world's leading travel trade show''<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:PlaceMngmtConference.png]]<br />
| '''Place Management and Branding Conference'''<br />
| Poznań, Poland<br />
| 2015.05.06 - 2015.05.07<br />
|''Sustainability, liveability and connectivity''<br />
|[http://www.placemanagement2015.pl/]<br />
|-<br />
| [[File:NordicPlaceAcademy.jpg|centre]]<br />
| '''Nordic Place Academy'''<br />
| Oslo, Norway<br />
| 2015.05.07<br />
|''Nordic Place Branding Conference''<br />
|[http://placeacademy.com/nordic-place-branding-conference-2015/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Riga, Latvia<br />
| 2015.05.08<br />
| ''The values of reputation economy''<br />
| [http://reputationwar.lv/]<br />
|-<br />
| [[File:DMAI.png |centre]]<br />
| '''DMAI - Destination Marketing Association International'''<br />
| Austin, Texas, USA, <br />
| 2015.07.14 - 2015.07.17<br />
| ''Annual Convention - Leave the Path, Blaze a Trail''<br />
|[http://www.destinationmarketing.org/dmai-annual]<br />
|-<br />
|}<br />
<br />
== 2013 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|||'''Foro Internacional Marca País Uruguay'''||Montevideo, Uruguay||2013.06.26.-2013.06.28||The country brand acts as an umbrella, a framework, a quality indicator not only for products and services on offer, but also for tourist sites and conditions for investment, thus creating a feeling of national pride at home. The brand brings together both the public and the private sectors to convey every available advantage, adding value to the country as a whole.Currently, the Uruguay Country Brand is in the implementation stage of the recommendations made in the Country Image Perception Audit international consulting report.||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|[[File:International_branding_conference_(Manchester).png|centre]]||'''International Place Branding Conference'''||Great Britain, Manchester||2013.01.08.-2013.01.20.||Place branding, place management, place marketing, strategic spatial development, public-private place partnerships, all synonyms describing one thing - the application of business principles to place. The language and conventions of business have spread across the world, to places of all scales, from district centre management through to nation branding. This widespread extension of Market principles to places (districts, towns, cities, regions, countries and even continents) is not without critics, with many economists explaining that it is firms that compete not places. Nevertheless, those charged with place leadership chant the mantra of place competition, hence the expanding business of place. The aim of this conference is to accept these alternative realities and provide an academic 'green zone' for contributors to bring their perspective on the business of place for the explicit purpose of theoretical development in the area. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.||[http://www.placemanagement.org/default.asp?a=content&id=650]<br />
|-<br />
|||'''Evento Internacional Marca Pais Uruguay'''||Uruguay||2013.06.26 - 2013.06.28 ||A conference about country branding with an additional element: the natural world as a real space referring to the quality of life. A country does not only offer products and services but also their country sights as an investment. It creates a national pride that adds value to the country as a whole. <br />
||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|[[File:Cifit.png|centre]]||'''The 17th China International Fair for Investment & Trade (CIFIT)'''||China, Xiamen||2013.09.08-2013.09.11||CIFIT's "golden key" logo, consisting of numbers "9" and "8" and letters "CIFIT", indicates that CIFIT takes place on September 8 each year in Xiamen, and symbolizes both CIFIT's sustainable prosperity and your golden key to success. CIFIT is currently China's only international investment promotion event aimed at facilitating bilateral investment. It's also the largest global investment event approved by UFI. CIFIT has the following major contents: investment and trade exhibition, the International Investment Forum and serial seminars on hot investment issues, and investment project matchmaking symposia.||[http://tradeshow.free-press-release.com/exhibition,37472,china-international-fair-for-investment-trade-2013/]<br />
|-<br />
|}<br />
<br />
== 2012 ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|-<br />
|[[File:New3.jpg|centre]]||'''International Place Branding Conference''' Special Edition Roots Politics Methods||Netherlands, Utrecht||2012.01.19.-2012.01.21||In this special edition of the International Place Branding Conference in Utrecht, we hope to reflect on the shared ideas of place branding as well as to discuss conclusions that are debated among experts in the profession. The dialogue between the participants can result in a common understanding that will function as the base for further discussions on place branding.||[http://conferix.com/international-place-branding-conference-special-edition-roots-politics-methods]<br />
|-<br />
|[[File:Luxembourg.gif|centre]]||'''Nation Branding Conference'''||Luxembourg|||2012.02.29||Luxembourg as a brand.<br />
||[http://www.luxembourgforbusiness.lu/nation-branding-conference]<br />
|-<br />
|[[File:l22.jpg|centre]]||'''The Power of Africa - Africa as a Stronger Actor on the International Stage'''||France, Paris||2012.03.13.-2012.03.15||The conference will in particular address the expectations and opinions that the outside world holds of African development and how this often diverges with what might be more realistic and customized solutions on the ground. One aim of the conference is thus to debate whether alternative forms of institutional rule and economic models can be deemed more effective in Africa than the established forms of Western governance. The conference will look at global as well as local perceptions of African leadership and development, and the bilateral trade relationships that Africa has with China and India. Furthermore we will explore the role of the African Union as well as civil societies in enhancing interregional relations within Africa and what prospects this holds for its future international image and bargaining power.||[http://www.culturaldiplomacy.org/experienceafrica/index.php?en_roa2011]<br />
|-<br />
|[[File:Tendensor.jpg|centre]]||'''Nordic Place Branding Conference 2012''' ||Finland, Helsinki and Sweden, Stockholm||2012.11.28 - 2012.11.29||The Nordic Place Branding Conference sheds light on highly topical issues for cities and regions. How can public and private sector cooperate in talent attraction? How can branding and marketing contribute to the attraction of talent to a place? What can we learn about stractigic recruitment and cooperation from successful regions and cities? The Nordic Place Branding Conference is always practicioner and trend oriented. The speakers are from cities and region that provide some of the best practices, and can thus help you better understand the challenges of your own region or city in a constructive and innovative manner.<br />
||[http://www.tendensor.com/stora-attraktionsdagen-2012-talangjakt-i-fokus-2/]<br />
|}<br />
<br />
== 2008-2011 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Events
Events
2017-11-02T15:00:08Z
<p>Wikieditor: /* 2012 */</p>
<hr />
<div>__TOC__<br />
== 2015 - 2016 Upcoming events ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:NBI.png|centre]]<br />
| '''NBI - Nation Branding and Investment Expo'''<br />
| Beursgebouw Eindhoven, The Netherlands<br />
| 2015.09.30 - 2016.10.01<br />
| n/a<br />
|[http://www.nbiexpo.com/]<br />
|-<br />
| [[File:Cnp.png |centre]]<br />
| '''City Nation Place'''<br />
| London, UK, <br />
| 2015.11.04 - 2015.11.05<br />
| ''City Nation Place Forum - Annual Forum for Place Marketing Experts''<br />
|[http://www.citynationplace.com/forum/]<br />
|-<br />
| [[File:ECM1.png]]<br />
| '''European Cities Marketing'''<br />
| Madrid, Spain<br />
| 2016.02.24 - 2015.02.27<br />
| ''The End of City Branding?''<br />
|[http://www.europeancitiesmarketing.com/event/ecm-spring-meeting-madrid/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War''' <br />
| Riga, Latvia<br />
| 2016.05.13<br />
| n/a<br />
|[http://reputationwar.lv/ ]<br />
|-<br />
|}<br />
<br />
== 2015 ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Paris, France<br />
| 2015.01.16<br />
| ''The brands and the territory : A fascinating theme for the 3rd edition of this international conference dedicated to Reputation Management at the digital age''<br />
|[http://www.reputationwar.com/en/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin'''<br />
| Berlin, Germany<br />
| 2015.03.04 - 2015.03.08<br />
| ''The world's leading travel trade show''<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:PlaceMngmtConference.png]]<br />
| '''Place Management and Branding Conference'''<br />
| Poznań, Poland<br />
| 2015.05.06 - 2015.05.07<br />
|''Sustainability, liveability and connectivity''<br />
|[http://www.placemanagement2015.pl/]<br />
|-<br />
| [[File:NordicPlaceAcademy.jpg|centre]]<br />
| '''Nordic Place Academy'''<br />
| Oslo, Norway<br />
| 2015.05.07<br />
|''Nordic Place Branding Conference''<br />
|[http://placeacademy.com/nordic-place-branding-conference-2015/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Riga, Latvia<br />
| 2015.05.08<br />
| ''The values of reputation economy''<br />
| [http://reputationwar.lv/]<br />
|-<br />
| [[File:DMAI.png |centre]]<br />
| '''DMAI - Destination Marketing Association International'''<br />
| Austin, Texas, USA, <br />
| 2015.07.14 - 2015.07.17<br />
| ''Annual Convention - Leave the Path, Blaze a Trail''<br />
|[http://www.destinationmarketing.org/dmai-annual]<br />
|-<br />
|}<br />
<br />
== 2013 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|||'''2nd City Brand Symposium'''||Beijing, China||2013.10.23.-2013.10.25||The theme of the Symposium is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation". Following the success of the 1st Symposium held in Stockholm in August 2012, the aim of the 2nd Symposium is to continue the academic conversation on the strategic positioning and development of cities.||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|||'''4th International Colloquium on Place Brand Management'''||Aosta, Italy||2013.09.05.-2013.09.06||Place branding is an area of research important to not only academics and practitioners but also to many other stakeholders such as citizens and NGOs. The term “place” here refers to nation, region, city, town and other local areas. The global interest in the topic is evidenced by a growing number of publications and conferences in the field, and is also reflected in the Google entries that increased from 4.8 million in 2010 to 99.3 million in 2012. The third International Colloquium on Place Marketing and Nation Branding, hosted by The University of Lincoln in 2011, was a success, attracting more than 40 participants from many countries.||[http://ama-academics.communityzero.com/elmar?go=6052895]<br />
|-<br />
|||'''My Place My Brand Summit'''||Kuala Lumpur, Malaysia||2013.07.01.-2013.07.04||MYPLACE MYBRAND Summit gathered new ideas and thoughts from the leader, practitioners, experts, governmental officials, and related industry players to comprehend the increasingly significant intersection of economic development, community renewal, spatial design, public diplomacy, tourism, events and heritage management in today's world.||<br />
|-<br />
|||'''Foro Internacional Marca País Uruguay'''||Montevideo, Uruguay||2013.06.26.-2013.06.28||The country brand acts as an umbrella, a framework, a quality indicator not only for products and services on offer, but also for tourist sites and conditions for investment, thus creating a feeling of national pride at home. The brand brings together both the public and the private sectors to convey every available advantage, adding value to the country as a whole.Currently, the Uruguay Country Brand is in the implementation stage of the recommendations made in the Country Image Perception Audit international consulting report.||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''BVS: Country Branding'''||Brussels, Belgium||2013.05.28.||An eclectic mix of subjects made up this forum – from Corruption & Compliance, Change Management and Effective Networking, to the Financial Crisis, Converting Conflict to Success, and What it Takes to be an Entrepreneur.||[http://www.solvay.edu/event/bvs-country-branding]<br />
|-<br />
|||'''Nation Branding and Investment EXPO 2013'''||Eindhoven, Netherlands||2013.04.16.-2013.04.18.||From 16 until 18 April 2013, the city of Eindhoven (The Netherlands) formed thé global meeting place for the international trade community looking for economical development opportunities. The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and cofinancing.During this multilateral event the diversity of the exhibitors and visitors generated cross-pollination between the participants and enlarged the opportunities for international matching and networking on the floor.||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:International_branding_conference_(Manchester).png|centre]]||'''International Place Branding Conference'''||Great Britain, Manchester||2013.01.08.-2013.01.20.||Place branding, place management, place marketing, strategic spatial development, public-private place partnerships, all synonyms describing one thing - the application of business principles to place. The language and conventions of business have spread across the world, to places of all scales, from district centre management through to nation branding. This widespread extension of Market principles to places (districts, towns, cities, regions, countries and even continents) is not without critics, with many economists explaining that it is firms that compete not places. Nevertheless, those charged with place leadership chant the mantra of place competition, hence the expanding business of place. The aim of this conference is to accept these alternative realities and provide an academic 'green zone' for contributors to bring their perspective on the business of place for the explicit purpose of theoretical development in the area. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.||[http://www.placemanagement.org/default.asp?a=content&id=650]<br />
|-<br />
|||'''5th IIMA Conference on Marketing in Emerging Economies''' ||India, Ahmadabad||2013.01.11-2013.01.13||The objectives of the conference are: to provide a special forum to present and discuss research on marketing in the Context of and/or Applicable to Emerging Economies and to facilitate sharing research based marketing knowledge among academicians and practitioners. This will be achieved through multi-disciplinary research-based idea generation and discussions. The attempt is to bring about richness in discussion by encouraging contributions from researchers across academic institutions and industry worldwide. ||[http://www.iimahd.ernet.in/icmee2013/]<br />
|-<br />
|||'''International Marketing Trends Conference'''||France, Paris||2013.01.17 - 2013.01.19||The Congress offers a great variety of conferences. Top academics present their advanced research covering a wide range of topics concerned with the evolution of the marketing discipline, new trends in marketing and marketing methodologies. The authors come from 50 countries and papers are presented in English, French, German, Italian, Spanish, Portuguese, Turkish, Chinese and Russian. Many of them are the result of multi-country or cross-cultural work. This has resulted in a rich cross-fertilization of ideas and national perspectives.||[http://www.marketing-trends-congress.com/]<br />
|-<br />
|[[File:Enter2013.jpg|centre]]||'''ENTER 2013 eTourism Conference'''||Austria, Innsbruck||2013.01.22 - 2013.01.25||At ENTER 2013, the theme is eTourism opportunities and challenges for the next 20 years exploring information and communication technologies concepts, applications, and business models in travel and tourism. Issues to be covered at the conference include, but are not limited to, the following areas: Advanced Distribution Systems, Electronic Marketing, Information Search and Retrieval, Technology Acceptance, Consumer Inspiration through ICTS , Eno-Gastronomic Tourism, Information Interfaces and Presentation, Travel Search and Meta-Search, Crisis and e-Tourism and many more.||[http://www.enter-2013.org/]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair''' ||Madrid-Spain||2013.01.30-3013.02.03|| In 2012-confirming the trend towards recovery in the industry- 9,506 exhibiting companies from 167 countries/ regions, 119,322 trade participants and 91,555 people from the general public, met during FITUR to transform leisure into business and business into development. Moreover among the participation figures of note was the presence of 6,313 journalists from 54 countries, a turnout that demonstrates the importance of FITUR on the international circuit of tourism sector events.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:ABRM.png|centre]]||'''International Conference on the Restructuring of the Global Economy'''||India - New Delhi||2013.02.04-2013.02.06||Ever since the publication of the BRIC [Brazil, Russia, India , China] report by Goldman Sachs in 2001, the debate about the role of emerging countries vs. the developed countries in shaping global business has gathered momentum. A revised version of the same report entitled BRICs and Beyond by the same authors, with upward revision of certain growth projections, has added further fuel to the debate so much so that by now, most countries have accepted that the world economy is in transition.||[http://www.abrmr.com/conference_detail.php?id=96]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||India, New Delhi||2013.02.04-2013.02.06||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:Winter_Global_Business_Conference.png|centre]]||'''Winter Global Business Conference'''||France||2013.02.04-2013.02.08||This conference provides an opportunity for an interdisciplinary take on these issues. We are looking forward to diverse contributions aiming at excelling our knowledge on the key ideas about growing in shrinking markets.||[http://www.gbcwinter.com ]<br />
|-<br />
|[[File:Manchester.jpg|centre]]||'''Place Management and Branding Conference'''||UK, Manchester||2013.02.13 - 2013.02.16||The aim of this conference is to accept these alternative realities and provide a 'green zone' for contributors to bring their perspective on the business of place for the explicit purposes of theoretical and practical development. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.<br />
Contributions have been accepted that explore the various perspectives of place branding, management or any other type of 'orchestrated action' that investigate or apply business principles in or to places. The conference includes over 50 presentations from 18 different countries.<br />
||[http://www.business.mmu.ac.uk/place/index.php]<br />
|-<br />
|[[File:APEBH2013.png|centre]]||'''2013 Asia Pacific Economic and Business History Conference'''||South Korea - Seoul||2013.02.14-2013.02.16 ||The main conference theme is ‘Markets, institutions and people in economic crisis and recovery’ but the organisers are open to proposals for contributions on other topics in economic, social, and business history, as well as to proposals for sessions on particular themes. Researchers across a broad range of disciplines are warmly welcomed. Early career researchers are encouraged to participate. The conference organisers are particularly interested in attracting papers that examine developments in countries and regions in the Asia-Pacific region and papers that provide an international comparative perspective. ||[http://apebh2013.wordpress.com/]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||Malaysia-Kuala Lumpur||2013.02.15-2013.02.16||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''20th IBIMA Conference (Special Edition)'''||Malaysia, Kuala Lampur||2013.02.23-2012.02.24||The 20th IBIMA conference on Entrepreneurship Vision 2020: Innovation, Real Estate Investment, Development Sustainability, and Economic Growth will be held in Kuala Lumpur, Malaysia Feb 2013.||[http://www.ibima.org/KL2013/index.html]<br />
|-<br />
|||'''Country Branding Academia'''||UK, London||2013.03.04 - 2013.03.09||(CBA) brings together a unique group of internationally recognized creative professionals, academics and thought leaders. CBA was conceived to fulfill a gap in the market with regards to providing in-depth specialist training, and not just conferences, for professionals working in ministries of tourism, tourist boards agencies, and government based tourism initiatives. Our courses are open to anyone with a commercial interest in increasing tourism to their country, region or city. Everyone who attends our courses benefits from up to date thinking on brand strategies and creative development, and departs with a structured and achievable plan that is ready to be implemented.||[http://countrybrandingacademia.com/]<br />
|-<br />
|[[File:Berlin.jpeg|centre]]||'''The Berlin International Economics Congress 2013'''||Germany, Berlin||2013.03.06 - 2013.03.10||Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century||[http://www.culturaldiplomacy.org/academy/index.php?en_biec2013]<br />
|-<br />
|[[File:NigeriaSummit.png|centre]]||'''The Nigeria Summit 2013'''||Nigeria-Abuja||2013.03.13-2013.03.18||The Nigeria Summit is a forward-looking conference which brings the country’s political leaders together with international investors and CEOs to discuss ||[http://cemea.economistconferences.com/event/nigeria]<br />
|-<br />
|[[File:THE_BIG_RETHINK.png |centre]]||'''THE BIG RETHINK- MAKE YOUR BRAND MORE POWERFUL'''||UK - London||2013.03.21||IN 2013 The Big Rethink is about brands, and how to make them more powerful. We will think about interesting ways to make your brands more powerful, inviting speakers to give thought-provoking perspectives on each of the ideas; we will debate how the power of brands can be measured and we will study the deep-rooted emotional responses of consumers as they look at different logos,<br />
Make your brand more powerful. Be part of The Big Rethink 2013.Read more: http://www.economistconferences.co.uk/redesigningbusiness/home#ixzz20K4sYphs<br />
||[http://www.economistconferences.co.uk/redesigningbusiness/home]<br />
|-<br />
|||'''AABRI International Conference New Orleans 2013'''||France, New Orleans||2013.03.21-2013.03.23||The AABRI 2013 New Orleans International Conference provides authors with a venue to present their completed research, work-in-progress, or research proposals to an international audience of academics from universities around the world.<br />
||[http://www.aabri.com/NO2013.html]<br />
|-<br />
|[[File:GBC.png|centre]]||'''Global Brand Conference'''||Porto, Portugal||2013.04.03 - 2013.04.05||Topics: Brand, Corporate Identity and Reputation, and Sustainability||[http://www.porto.ucp.pt/GlobalBrandConference/]<br />
|-<br />
|[[File:ESD.png|centre]]||'''2nd International Scientific Conference on Economic and Social Development'''||France-Paris||2013.04.04-2013.04.05||We are happy to announce the First Call for the 2nd International Scientific Conference on Economic and Social Development. Topics are focused on recent challenges for modern national economies and business enterprises:<br />
Modern Tendencies in Economy and Management of Tourism (one of the topics)<br />
||[http://www.esd-conference.com/ParisIndex.html]<br />
|-<br />
|||'''Tourism and the Shifting Values of Cultural Heritage: Visiting Pasts, Developing Futures'''||Taiwan, Taipei||2013.04.05 - 2013.04.09 ||This conference seeks to examine both the tensions and opportunities in the processes of valuing and protecting cultural heritage and, in mobilising it for development purposes in the wider social sphere. We wish to explore how heritage ‘works’ in the context of shifting and mobile values and, the various ways in which tourism and tourists shape, embed and change the value of heritage in societies.<br />
||[http://www.birmingham.ac.uk/schools/iaa/departments/ironbridge/news/2012/cfp-conference-2013.aspx]<br />
|-<br />
|[[File:Cottm_2013.png|centre]]||'''China Outbound Travel And Tourism Market'''||China-Beinjing||2013.04.09-2013.04.11||All COTTM visitors are invited to attend the exhibitor presentations which take place within the exhibition. Take advantage of another great opportunity to introduce your destination, culture, products and services by holding presentations in our seminar theatre.||[http://www.chinaexhibition.com/Official_Website/1-COTTM_2013_-_China_Outbound_Travel_and_Tourism_Market-Beijing-aHR0cDovL3d3dy5jb3R0bS5jb20v.html]<br />
|-<br />
|[[File:TED.png|centre]]||'''TED conferences'''||China-Beinjing||2013.04.09-2013.04.11||The best moments at TED have often come from unexpected places. But this year, we're pushing that to an entirely new level. We're staging a global talent search to bring together the most remarkable lineup in TED's history. A series of special TED salons in cities around the world will enable us to discover a broad new array of thinkers and doers. And the best of them will be invited to California in February 2013 to share their work with the world. Welcome to TED2013: "The Young. The Wise. The Undiscovered."||[http://www.ted.com/pages/ted_conferences_about]<br />
|-<br />
|[[File:Cit2013.jpg|centre]]||'''International Conference on Innovation in Tourism and Hospitality'''||Spain, Valencia-Benidorm||2013.04.16-2013.04.19||This conference will address innovation from two areas: “Strategy and Governance in Tourism Destinations” and “Markets, Products and Management”. Vision and Strategic Positioning, Development and Governance, Destination Marketing and Social Economy are some of the sub-tracks of the former; whereas Science and Technology for resilience, sustainability and efficiency, Creative Hospitality Management, Trends in the different segments, Marketing, Entrepreneurship and the Co-op initiatives, are the sub tracks of the latter.||[http://cit2013.florida.es/]<br />
|-<br />
|[[File:NBI_EXPO.png |centre]]||'''NATION BRANDING AND INVESTMENT EXPO 2013'''||Netherlands|| 2013.04.16-2013.04.18||The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and confinancing. ||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:ana.gif|centre]]||'''2013 ANA Brand Masters Conference'''||USA, Florida||2013.04.17 - 2013.04.19||The ANA Brand Masters Conference presented by The New York Times will bring together leading CMOs and marketing thought leaders to share inspirational approaches to brand building that drive sales, profitability, and return on investment. Top marketers and industry experts will reveal how they navigate through customer insights, data analytics and technology to engage customers and grow their business. You will also have the opportunity to network with your peers and walk away with actionable tips to take back to your organization.||[http://www.ana.net/conference/show/id/BIC-APR13]<br />
|-<br />
|[[File:EMG.png|centre]]||'''3rd Annual International Conference on Enterprise Marketing and Globalization EMG2013''' ||Singapore||2013.04.22-2013.04.23||The EMG conference seeks to explore how the disciplines of Enterprise Systems, Accounting, Finance Management and Global Business Strategies interaction can enhance business performance in the contemporary complex and competitive environment. The conference offers an excellent opportunity for academicians, researchers, corporate leaders and executives to have a meaningful avenue for learning and sharing among individuals and groups||[http://www.enterprisemkt.org/]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''The 18th IBIMA conference''' ||Singapore||2013.04.22-2013.04.23||This major international conference will address a range of important themes with respect to Information Technology and its impact on organizations. - Entrepeneurship is on the list of themes||[http://www.ibima.org/TR2012/dates.html]<br />
|-<br />
|||'''RussoScopie'''||France, Paris||2013.04.24||Nation branding, place marketing to attract Russian tourists (webSeminar)<br />
||[http://russoscopie.com/2013/04/17/2013-04-24-nation-branding-place-marketing-to-attract-russian-tourists-seminar/]<br />
|-<br />
|||'''Marketing and Branding Insitute'''||US, Denver||2013.04.24 - 2013.04.26||This conference is the first of its kind to identify, explain and integrate the key ingredients to creating and communicating a successful brand and market position.<br />
||[http://www.case.org/Conferences_and_Training/MBI13.html]<br />
|-<br />
|[[File:Icmc2013.png|centre]]||'''ICMC 2013 International Conference on Marketing & Consumer Behaviour'''||Portugal, Porto||2013.05.16-2013.05.17||Conference main theme: Back to Basics: consumer-centric marketing or target-centric marketing. These two approaches have significant (and different) impacts on marketing practices and marketing anagement. In market-centric marketing, operational marketing tasks are directed to an “anonymous” mass, although a targeted one. In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires need to be fulfilled, demands for a different,<br />
more “surgical” approach, even in more operational marketing tasks. Among the list of the themes Marketing in Specific Industries (e.g. sports, tourism, public and NGO’s).||[http://www.ipam.pt/icmc2013/]<br />
|-<br />
|[[File:Sb.png|centre]]||'''Sustainable Brands Conference 2013'''||United States, San Diego||2013.06.04 - 2013.06.07 ||A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB 2012 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.<br />
||[http://www.sustainablebrands.com/events/sb12]<br />
|-<br />
|||'''Evento Internacional Marca Pais Uruguay'''||Uruguay||2013.06.26 - 2013.06.28 ||A conference about country branding with an additional element: the natural world as a real space referring to the quality of life. A country does not only offer products and services but also their country sights as an investment. It creates a national pride that adds value to the country as a whole. <br />
||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''4th Conference of the International Association for Tourism Economics'''||Slovenia, Ljubljana||2013.07.01-2013.07.04||This conference will provide opportunities for researchers, scholars and practitioners to attend, present their research, and interact with members from inside and outside their own areas of research in the field of tourism economics. Papers that address applied issues using rigorous techniques of analysis, as well as papers that make methodological or theoretical contributions in this area, are welcome.<br />
||[http://www.tourism-economics.net/2013_conference.html]<br />
|-<br />
|[[File:Atiner.png|centre]]||'''Annual International Research Colloquium on Branding'''||Greece, Athens||2013.07.29 - 2013.08.01||The Athens Institute for Education and Research (ATINER) is organizing an Annual International Research Colloquium on Branding in Athens, Greece on 29-30 July 2013. Academics and researchers are invited to present the results of their scientific work by presenting a paper and contribute to a discussion on the current and future developments in branding research.||[http://www.atiner.gr/brand.htm]<br />
|-<br />
|[[File:ESTC13.jpg|centre]]||'''Ecotourism and Sustainable Tourism Conference'''||Kenya, Nairobi||September 2013||The ESTC is a one-of-a-kind industry conference promoting sustainability in tourism. Organized by The International Ecotourism Society (TIES), the conference builds upon the successes of past national, regional and international conferences by TIES and our partners.||[http://www.ecotourismconference.org/about-estc]<br />
|-<br />
|[[File:Cifit.png|centre]]||'''The 17th China International Fair for Investment & Trade (CIFIT)'''||China, Xiamen||2013.09.08-2013.09.11||CIFIT's "golden key" logo, consisting of numbers "9" and "8" and letters "CIFIT", indicates that CIFIT takes place on September 8 each year in Xiamen, and symbolizes both CIFIT's sustainable prosperity and your golden key to success. CIFIT is currently China's only international investment promotion event aimed at facilitating bilateral investment. It's also the largest global investment event approved by UFI. CIFIT has the following major contents: investment and trade exhibition, the International Investment Forum and serial seminars on hot investment issues, and investment project matchmaking symposia.||[http://tradeshow.free-press-release.com/exhibition,37472,china-international-fair-for-investment-trade-2013/]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2013'''||US, Las Vegas||2013.09.16 - 2013.09.17||Over 350 senior-level brand marketers joined us for an oasis of fresh thinking and inspiration across a wide range of exciting, timely, and relevant subjects - including Brand Strategy, Innovation, Advertising, Communications Strategy, New Media, Insights, Leadership, Creativity, Consumer/Customer Behavior, Trends, and more.<br />
||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:FoodTravelSummit2013.jpg|centre]]||'''World Food Travel Summit 2013'''||Sweden, Gothenburg||2013.09.21 - 2013.09.24||The theme of the conference is “The New Wave in Food Tourism” and alludes to our industry’s popularity and how everyone wants to “catch the wave”<br />
4 days of inspiration, connecting & growth for thought leaders in the world’s food, drink, tourism & hospitality industries.<br />
||[http://worldfoodtravel.org/explore/attend/world-food-travel-summit-2013/]<br />
|-<br />
|[[File:Tsinghua_University.jpg|centre]]||'''City Branding Symposium 2013'''||China, Beijing||2013.10.23 - 2013.10.25||The conference theme is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation".<br />
||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|[[File:WBC.jpg|centre]]||'''World Brand Congress 2013'''||India, Mumbai||2013.10.24 - 2013.10.26||The Congress would be a meeting place for leaders from every sector and continent. Join over 500 of the world's branding and marketing elite under one roof. Hear top executives from the World's biggest brands and most influential marketing organizations answering today's critical business challenges. Experience the power of Brand-Building and Rapid-fire Ideas On Marketing to reach out to the consumer at the World Brand Congress 2012.<br />
||[http://www.worldbrandcongress.com/]<br />
|-<br />
|[[File:WTM2013.jpg|centre]]||'''World Travel Market 2013'''||UK, London||2013.11.04 - 2013.11.07||WTM is a vibrant must-attend four-day business-to-business event, presenting a diverse range of destinations and industry sectors to UK and International travel professionals. By attending WTM, participants gain immediate competitive advantage for their business and stay abreast with the latest developments in the travel industry. With a total attendance in 2011 of 47,776 WTM 2012 is not to be missed.||<br />
[http://www.wtmlondon.com]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''Travel Turkey Izmir 2013'''||Izmir, Turkey||2013.12.05 - 2013.12.08||The exhibition which is one of the leading tourism shows for the tourism market in Turkey organised by Hannover-Messe International Istanbul, TURSAB / Turkish Travel Agencies Association and IZFAS company, sponsored by the Republic of Turkey Ministry of Culture and Tourism.<br />
||[http://www.travelturkey-expo.com/eng/about_fair.html]<br />
|-<br />
|[[File:Marka.jpg|centre]]||'''MARKA 2013 International Brand Conference'''||Turkey, Istanbul||2013.12.19 - 2013.12.20||||[http://www.markaconference.com/en/home]<br />
|}<br />
<br />
== 2012 ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|-<br />
|[[File:New3.jpg|centre]]||'''International Place Branding Conference''' Special Edition Roots Politics Methods||Netherlands, Utrecht||2012.01.19.-2012.01.21||In this special edition of the International Place Branding Conference in Utrecht, we hope to reflect on the shared ideas of place branding as well as to discuss conclusions that are debated among experts in the profession. The dialogue between the participants can result in a common understanding that will function as the base for further discussions on place branding.||[http://conferix.com/international-place-branding-conference-special-edition-roots-politics-methods]<br />
|-<br />
|[[File:Luxembourg.gif|centre]]||'''Nation Branding Conference'''||Luxembourg|||2012.02.29||Luxembourg as a brand.<br />
||[http://www.luxembourgforbusiness.lu/nation-branding-conference]<br />
|-<br />
|[[File:l22.jpg|centre]]||'''The Power of Africa - Africa as a Stronger Actor on the International Stage'''||France, Paris||2012.03.13.-2012.03.15||The conference will in particular address the expectations and opinions that the outside world holds of African development and how this often diverges with what might be more realistic and customized solutions on the ground. One aim of the conference is thus to debate whether alternative forms of institutional rule and economic models can be deemed more effective in Africa than the established forms of Western governance. The conference will look at global as well as local perceptions of African leadership and development, and the bilateral trade relationships that Africa has with China and India. Furthermore we will explore the role of the African Union as well as civil societies in enhancing interregional relations within Africa and what prospects this holds for its future international image and bargaining power.||[http://www.culturaldiplomacy.org/experienceafrica/index.php?en_roa2011]<br />
|-<br />
|[[File:Tendensor.jpg|centre]]||'''Nordic Place Branding Conference 2012''' ||Finland, Helsinki and Sweden, Stockholm||2012.11.28 - 2012.11.29||The Nordic Place Branding Conference sheds light on highly topical issues for cities and regions. How can public and private sector cooperate in talent attraction? How can branding and marketing contribute to the attraction of talent to a place? What can we learn about stractigic recruitment and cooperation from successful regions and cities? The Nordic Place Branding Conference is always practicioner and trend oriented. The speakers are from cities and region that provide some of the best practices, and can thus help you better understand the challenges of your own region or city in a constructive and innovative manner.<br />
||[http://www.tendensor.com/stora-attraktionsdagen-2012-talangjakt-i-fokus-2/]<br />
|}<br />
<br />
== 2008-2011 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Events
Events
2017-11-02T14:54:32Z
<p>Wikieditor: /* 2008-2011 */</p>
<hr />
<div>__TOC__<br />
== 2015 - 2016 Upcoming events ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:NBI.png|centre]]<br />
| '''NBI - Nation Branding and Investment Expo'''<br />
| Beursgebouw Eindhoven, The Netherlands<br />
| 2015.09.30 - 2016.10.01<br />
| n/a<br />
|[http://www.nbiexpo.com/]<br />
|-<br />
| [[File:Cnp.png |centre]]<br />
| '''City Nation Place'''<br />
| London, UK, <br />
| 2015.11.04 - 2015.11.05<br />
| ''City Nation Place Forum - Annual Forum for Place Marketing Experts''<br />
|[http://www.citynationplace.com/forum/]<br />
|-<br />
| [[File:ECM1.png]]<br />
| '''European Cities Marketing'''<br />
| Madrid, Spain<br />
| 2016.02.24 - 2015.02.27<br />
| ''The End of City Branding?''<br />
|[http://www.europeancitiesmarketing.com/event/ecm-spring-meeting-madrid/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War''' <br />
| Riga, Latvia<br />
| 2016.05.13<br />
| n/a<br />
|[http://reputationwar.lv/ ]<br />
|-<br />
|}<br />
<br />
== 2015 ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Paris, France<br />
| 2015.01.16<br />
| ''The brands and the territory : A fascinating theme for the 3rd edition of this international conference dedicated to Reputation Management at the digital age''<br />
|[http://www.reputationwar.com/en/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin'''<br />
| Berlin, Germany<br />
| 2015.03.04 - 2015.03.08<br />
| ''The world's leading travel trade show''<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:PlaceMngmtConference.png]]<br />
| '''Place Management and Branding Conference'''<br />
| Poznań, Poland<br />
| 2015.05.06 - 2015.05.07<br />
|''Sustainability, liveability and connectivity''<br />
|[http://www.placemanagement2015.pl/]<br />
|-<br />
| [[File:NordicPlaceAcademy.jpg|centre]]<br />
| '''Nordic Place Academy'''<br />
| Oslo, Norway<br />
| 2015.05.07<br />
|''Nordic Place Branding Conference''<br />
|[http://placeacademy.com/nordic-place-branding-conference-2015/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Riga, Latvia<br />
| 2015.05.08<br />
| ''The values of reputation economy''<br />
| [http://reputationwar.lv/]<br />
|-<br />
| [[File:DMAI.png |centre]]<br />
| '''DMAI - Destination Marketing Association International'''<br />
| Austin, Texas, USA, <br />
| 2015.07.14 - 2015.07.17<br />
| ''Annual Convention - Leave the Path, Blaze a Trail''<br />
|[http://www.destinationmarketing.org/dmai-annual]<br />
|-<br />
|}<br />
<br />
== 2013 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|||'''2nd City Brand Symposium'''||Beijing, China||2013.10.23.-2013.10.25||The theme of the Symposium is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation". Following the success of the 1st Symposium held in Stockholm in August 2012, the aim of the 2nd Symposium is to continue the academic conversation on the strategic positioning and development of cities.||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|||'''4th International Colloquium on Place Brand Management'''||Aosta, Italy||2013.09.05.-2013.09.06||Place branding is an area of research important to not only academics and practitioners but also to many other stakeholders such as citizens and NGOs. The term “place” here refers to nation, region, city, town and other local areas. The global interest in the topic is evidenced by a growing number of publications and conferences in the field, and is also reflected in the Google entries that increased from 4.8 million in 2010 to 99.3 million in 2012. The third International Colloquium on Place Marketing and Nation Branding, hosted by The University of Lincoln in 2011, was a success, attracting more than 40 participants from many countries.||[http://ama-academics.communityzero.com/elmar?go=6052895]<br />
|-<br />
|||'''My Place My Brand Summit'''||Kuala Lumpur, Malaysia||2013.07.01.-2013.07.04||MYPLACE MYBRAND Summit gathered new ideas and thoughts from the leader, practitioners, experts, governmental officials, and related industry players to comprehend the increasingly significant intersection of economic development, community renewal, spatial design, public diplomacy, tourism, events and heritage management in today's world.||<br />
|-<br />
|||'''Foro Internacional Marca País Uruguay'''||Montevideo, Uruguay||2013.06.26.-2013.06.28||The country brand acts as an umbrella, a framework, a quality indicator not only for products and services on offer, but also for tourist sites and conditions for investment, thus creating a feeling of national pride at home. The brand brings together both the public and the private sectors to convey every available advantage, adding value to the country as a whole.Currently, the Uruguay Country Brand is in the implementation stage of the recommendations made in the Country Image Perception Audit international consulting report.||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''BVS: Country Branding'''||Brussels, Belgium||2013.05.28.||An eclectic mix of subjects made up this forum – from Corruption & Compliance, Change Management and Effective Networking, to the Financial Crisis, Converting Conflict to Success, and What it Takes to be an Entrepreneur.||[http://www.solvay.edu/event/bvs-country-branding]<br />
|-<br />
|||'''Nation Branding and Investment EXPO 2013'''||Eindhoven, Netherlands||2013.04.16.-2013.04.18.||From 16 until 18 April 2013, the city of Eindhoven (The Netherlands) formed thé global meeting place for the international trade community looking for economical development opportunities. The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and cofinancing.During this multilateral event the diversity of the exhibitors and visitors generated cross-pollination between the participants and enlarged the opportunities for international matching and networking on the floor.||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:International_branding_conference_(Manchester).png|centre]]||'''International Place Branding Conference'''||Great Britain, Manchester||2013.01.08.-2013.01.20.||Place branding, place management, place marketing, strategic spatial development, public-private place partnerships, all synonyms describing one thing - the application of business principles to place. The language and conventions of business have spread across the world, to places of all scales, from district centre management through to nation branding. This widespread extension of Market principles to places (districts, towns, cities, regions, countries and even continents) is not without critics, with many economists explaining that it is firms that compete not places. Nevertheless, those charged with place leadership chant the mantra of place competition, hence the expanding business of place. The aim of this conference is to accept these alternative realities and provide an academic 'green zone' for contributors to bring their perspective on the business of place for the explicit purpose of theoretical development in the area. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.||[http://www.placemanagement.org/default.asp?a=content&id=650]<br />
|-<br />
|||'''5th IIMA Conference on Marketing in Emerging Economies''' ||India, Ahmadabad||2013.01.11-2013.01.13||The objectives of the conference are: to provide a special forum to present and discuss research on marketing in the Context of and/or Applicable to Emerging Economies and to facilitate sharing research based marketing knowledge among academicians and practitioners. This will be achieved through multi-disciplinary research-based idea generation and discussions. The attempt is to bring about richness in discussion by encouraging contributions from researchers across academic institutions and industry worldwide. ||[http://www.iimahd.ernet.in/icmee2013/]<br />
|-<br />
|||'''International Marketing Trends Conference'''||France, Paris||2013.01.17 - 2013.01.19||The Congress offers a great variety of conferences. Top academics present their advanced research covering a wide range of topics concerned with the evolution of the marketing discipline, new trends in marketing and marketing methodologies. The authors come from 50 countries and papers are presented in English, French, German, Italian, Spanish, Portuguese, Turkish, Chinese and Russian. Many of them are the result of multi-country or cross-cultural work. This has resulted in a rich cross-fertilization of ideas and national perspectives.||[http://www.marketing-trends-congress.com/]<br />
|-<br />
|[[File:Enter2013.jpg|centre]]||'''ENTER 2013 eTourism Conference'''||Austria, Innsbruck||2013.01.22 - 2013.01.25||At ENTER 2013, the theme is eTourism opportunities and challenges for the next 20 years exploring information and communication technologies concepts, applications, and business models in travel and tourism. Issues to be covered at the conference include, but are not limited to, the following areas: Advanced Distribution Systems, Electronic Marketing, Information Search and Retrieval, Technology Acceptance, Consumer Inspiration through ICTS , Eno-Gastronomic Tourism, Information Interfaces and Presentation, Travel Search and Meta-Search, Crisis and e-Tourism and many more.||[http://www.enter-2013.org/]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair''' ||Madrid-Spain||2013.01.30-3013.02.03|| In 2012-confirming the trend towards recovery in the industry- 9,506 exhibiting companies from 167 countries/ regions, 119,322 trade participants and 91,555 people from the general public, met during FITUR to transform leisure into business and business into development. Moreover among the participation figures of note was the presence of 6,313 journalists from 54 countries, a turnout that demonstrates the importance of FITUR on the international circuit of tourism sector events.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:ABRM.png|centre]]||'''International Conference on the Restructuring of the Global Economy'''||India - New Delhi||2013.02.04-2013.02.06||Ever since the publication of the BRIC [Brazil, Russia, India , China] report by Goldman Sachs in 2001, the debate about the role of emerging countries vs. the developed countries in shaping global business has gathered momentum. A revised version of the same report entitled BRICs and Beyond by the same authors, with upward revision of certain growth projections, has added further fuel to the debate so much so that by now, most countries have accepted that the world economy is in transition.||[http://www.abrmr.com/conference_detail.php?id=96]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||India, New Delhi||2013.02.04-2013.02.06||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:Winter_Global_Business_Conference.png|centre]]||'''Winter Global Business Conference'''||France||2013.02.04-2013.02.08||This conference provides an opportunity for an interdisciplinary take on these issues. We are looking forward to diverse contributions aiming at excelling our knowledge on the key ideas about growing in shrinking markets.||[http://www.gbcwinter.com ]<br />
|-<br />
|[[File:Manchester.jpg|centre]]||'''Place Management and Branding Conference'''||UK, Manchester||2013.02.13 - 2013.02.16||The aim of this conference is to accept these alternative realities and provide a 'green zone' for contributors to bring their perspective on the business of place for the explicit purposes of theoretical and practical development. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.<br />
Contributions have been accepted that explore the various perspectives of place branding, management or any other type of 'orchestrated action' that investigate or apply business principles in or to places. The conference includes over 50 presentations from 18 different countries.<br />
||[http://www.business.mmu.ac.uk/place/index.php]<br />
|-<br />
|[[File:APEBH2013.png|centre]]||'''2013 Asia Pacific Economic and Business History Conference'''||South Korea - Seoul||2013.02.14-2013.02.16 ||The main conference theme is ‘Markets, institutions and people in economic crisis and recovery’ but the organisers are open to proposals for contributions on other topics in economic, social, and business history, as well as to proposals for sessions on particular themes. Researchers across a broad range of disciplines are warmly welcomed. Early career researchers are encouraged to participate. The conference organisers are particularly interested in attracting papers that examine developments in countries and regions in the Asia-Pacific region and papers that provide an international comparative perspective. ||[http://apebh2013.wordpress.com/]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||Malaysia-Kuala Lumpur||2013.02.15-2013.02.16||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''20th IBIMA Conference (Special Edition)'''||Malaysia, Kuala Lampur||2013.02.23-2012.02.24||The 20th IBIMA conference on Entrepreneurship Vision 2020: Innovation, Real Estate Investment, Development Sustainability, and Economic Growth will be held in Kuala Lumpur, Malaysia Feb 2013.||[http://www.ibima.org/KL2013/index.html]<br />
|-<br />
|||'''Country Branding Academia'''||UK, London||2013.03.04 - 2013.03.09||(CBA) brings together a unique group of internationally recognized creative professionals, academics and thought leaders. CBA was conceived to fulfill a gap in the market with regards to providing in-depth specialist training, and not just conferences, for professionals working in ministries of tourism, tourist boards agencies, and government based tourism initiatives. Our courses are open to anyone with a commercial interest in increasing tourism to their country, region or city. Everyone who attends our courses benefits from up to date thinking on brand strategies and creative development, and departs with a structured and achievable plan that is ready to be implemented.||[http://countrybrandingacademia.com/]<br />
|-<br />
|[[File:Berlin.jpeg|centre]]||'''The Berlin International Economics Congress 2013'''||Germany, Berlin||2013.03.06 - 2013.03.10||Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century||[http://www.culturaldiplomacy.org/academy/index.php?en_biec2013]<br />
|-<br />
|[[File:NigeriaSummit.png|centre]]||'''The Nigeria Summit 2013'''||Nigeria-Abuja||2013.03.13-2013.03.18||The Nigeria Summit is a forward-looking conference which brings the country’s political leaders together with international investors and CEOs to discuss ||[http://cemea.economistconferences.com/event/nigeria]<br />
|-<br />
|[[File:THE_BIG_RETHINK.png |centre]]||'''THE BIG RETHINK- MAKE YOUR BRAND MORE POWERFUL'''||UK - London||2013.03.21||IN 2013 The Big Rethink is about brands, and how to make them more powerful. We will think about interesting ways to make your brands more powerful, inviting speakers to give thought-provoking perspectives on each of the ideas; we will debate how the power of brands can be measured and we will study the deep-rooted emotional responses of consumers as they look at different logos,<br />
Make your brand more powerful. Be part of The Big Rethink 2013.Read more: http://www.economistconferences.co.uk/redesigningbusiness/home#ixzz20K4sYphs<br />
||[http://www.economistconferences.co.uk/redesigningbusiness/home]<br />
|-<br />
|||'''AABRI International Conference New Orleans 2013'''||France, New Orleans||2013.03.21-2013.03.23||The AABRI 2013 New Orleans International Conference provides authors with a venue to present their completed research, work-in-progress, or research proposals to an international audience of academics from universities around the world.<br />
||[http://www.aabri.com/NO2013.html]<br />
|-<br />
|[[File:GBC.png|centre]]||'''Global Brand Conference'''||Porto, Portugal||2013.04.03 - 2013.04.05||Topics: Brand, Corporate Identity and Reputation, and Sustainability||[http://www.porto.ucp.pt/GlobalBrandConference/]<br />
|-<br />
|[[File:ESD.png|centre]]||'''2nd International Scientific Conference on Economic and Social Development'''||France-Paris||2013.04.04-2013.04.05||We are happy to announce the First Call for the 2nd International Scientific Conference on Economic and Social Development. Topics are focused on recent challenges for modern national economies and business enterprises:<br />
Modern Tendencies in Economy and Management of Tourism (one of the topics)<br />
||[http://www.esd-conference.com/ParisIndex.html]<br />
|-<br />
|||'''Tourism and the Shifting Values of Cultural Heritage: Visiting Pasts, Developing Futures'''||Taiwan, Taipei||2013.04.05 - 2013.04.09 ||This conference seeks to examine both the tensions and opportunities in the processes of valuing and protecting cultural heritage and, in mobilising it for development purposes in the wider social sphere. We wish to explore how heritage ‘works’ in the context of shifting and mobile values and, the various ways in which tourism and tourists shape, embed and change the value of heritage in societies.<br />
||[http://www.birmingham.ac.uk/schools/iaa/departments/ironbridge/news/2012/cfp-conference-2013.aspx]<br />
|-<br />
|[[File:Cottm_2013.png|centre]]||'''China Outbound Travel And Tourism Market'''||China-Beinjing||2013.04.09-2013.04.11||All COTTM visitors are invited to attend the exhibitor presentations which take place within the exhibition. Take advantage of another great opportunity to introduce your destination, culture, products and services by holding presentations in our seminar theatre.||[http://www.chinaexhibition.com/Official_Website/1-COTTM_2013_-_China_Outbound_Travel_and_Tourism_Market-Beijing-aHR0cDovL3d3dy5jb3R0bS5jb20v.html]<br />
|-<br />
|[[File:TED.png|centre]]||'''TED conferences'''||China-Beinjing||2013.04.09-2013.04.11||The best moments at TED have often come from unexpected places. But this year, we're pushing that to an entirely new level. We're staging a global talent search to bring together the most remarkable lineup in TED's history. A series of special TED salons in cities around the world will enable us to discover a broad new array of thinkers and doers. And the best of them will be invited to California in February 2013 to share their work with the world. Welcome to TED2013: "The Young. The Wise. The Undiscovered."||[http://www.ted.com/pages/ted_conferences_about]<br />
|-<br />
|[[File:Cit2013.jpg|centre]]||'''International Conference on Innovation in Tourism and Hospitality'''||Spain, Valencia-Benidorm||2013.04.16-2013.04.19||This conference will address innovation from two areas: “Strategy and Governance in Tourism Destinations” and “Markets, Products and Management”. Vision and Strategic Positioning, Development and Governance, Destination Marketing and Social Economy are some of the sub-tracks of the former; whereas Science and Technology for resilience, sustainability and efficiency, Creative Hospitality Management, Trends in the different segments, Marketing, Entrepreneurship and the Co-op initiatives, are the sub tracks of the latter.||[http://cit2013.florida.es/]<br />
|-<br />
|[[File:NBI_EXPO.png |centre]]||'''NATION BRANDING AND INVESTMENT EXPO 2013'''||Netherlands|| 2013.04.16-2013.04.18||The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and confinancing. ||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:ana.gif|centre]]||'''2013 ANA Brand Masters Conference'''||USA, Florida||2013.04.17 - 2013.04.19||The ANA Brand Masters Conference presented by The New York Times will bring together leading CMOs and marketing thought leaders to share inspirational approaches to brand building that drive sales, profitability, and return on investment. Top marketers and industry experts will reveal how they navigate through customer insights, data analytics and technology to engage customers and grow their business. You will also have the opportunity to network with your peers and walk away with actionable tips to take back to your organization.||[http://www.ana.net/conference/show/id/BIC-APR13]<br />
|-<br />
|[[File:EMG.png|centre]]||'''3rd Annual International Conference on Enterprise Marketing and Globalization EMG2013''' ||Singapore||2013.04.22-2013.04.23||The EMG conference seeks to explore how the disciplines of Enterprise Systems, Accounting, Finance Management and Global Business Strategies interaction can enhance business performance in the contemporary complex and competitive environment. The conference offers an excellent opportunity for academicians, researchers, corporate leaders and executives to have a meaningful avenue for learning and sharing among individuals and groups||[http://www.enterprisemkt.org/]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''The 18th IBIMA conference''' ||Singapore||2013.04.22-2013.04.23||This major international conference will address a range of important themes with respect to Information Technology and its impact on organizations. - Entrepeneurship is on the list of themes||[http://www.ibima.org/TR2012/dates.html]<br />
|-<br />
|||'''RussoScopie'''||France, Paris||2013.04.24||Nation branding, place marketing to attract Russian tourists (webSeminar)<br />
||[http://russoscopie.com/2013/04/17/2013-04-24-nation-branding-place-marketing-to-attract-russian-tourists-seminar/]<br />
|-<br />
|||'''Marketing and Branding Insitute'''||US, Denver||2013.04.24 - 2013.04.26||This conference is the first of its kind to identify, explain and integrate the key ingredients to creating and communicating a successful brand and market position.<br />
||[http://www.case.org/Conferences_and_Training/MBI13.html]<br />
|-<br />
|[[File:Icmc2013.png|centre]]||'''ICMC 2013 International Conference on Marketing & Consumer Behaviour'''||Portugal, Porto||2013.05.16-2013.05.17||Conference main theme: Back to Basics: consumer-centric marketing or target-centric marketing. These two approaches have significant (and different) impacts on marketing practices and marketing anagement. In market-centric marketing, operational marketing tasks are directed to an “anonymous” mass, although a targeted one. In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires need to be fulfilled, demands for a different,<br />
more “surgical” approach, even in more operational marketing tasks. Among the list of the themes Marketing in Specific Industries (e.g. sports, tourism, public and NGO’s).||[http://www.ipam.pt/icmc2013/]<br />
|-<br />
|[[File:Sb.png|centre]]||'''Sustainable Brands Conference 2013'''||United States, San Diego||2013.06.04 - 2013.06.07 ||A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB 2012 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.<br />
||[http://www.sustainablebrands.com/events/sb12]<br />
|-<br />
|||'''Evento Internacional Marca Pais Uruguay'''||Uruguay||2013.06.26 - 2013.06.28 ||A conference about country branding with an additional element: the natural world as a real space referring to the quality of life. A country does not only offer products and services but also their country sights as an investment. It creates a national pride that adds value to the country as a whole. <br />
||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''4th Conference of the International Association for Tourism Economics'''||Slovenia, Ljubljana||2013.07.01-2013.07.04||This conference will provide opportunities for researchers, scholars and practitioners to attend, present their research, and interact with members from inside and outside their own areas of research in the field of tourism economics. Papers that address applied issues using rigorous techniques of analysis, as well as papers that make methodological or theoretical contributions in this area, are welcome.<br />
||[http://www.tourism-economics.net/2013_conference.html]<br />
|-<br />
|[[File:Atiner.png|centre]]||'''Annual International Research Colloquium on Branding'''||Greece, Athens||2013.07.29 - 2013.08.01||The Athens Institute for Education and Research (ATINER) is organizing an Annual International Research Colloquium on Branding in Athens, Greece on 29-30 July 2013. Academics and researchers are invited to present the results of their scientific work by presenting a paper and contribute to a discussion on the current and future developments in branding research.||[http://www.atiner.gr/brand.htm]<br />
|-<br />
|[[File:ESTC13.jpg|centre]]||'''Ecotourism and Sustainable Tourism Conference'''||Kenya, Nairobi||September 2013||The ESTC is a one-of-a-kind industry conference promoting sustainability in tourism. Organized by The International Ecotourism Society (TIES), the conference builds upon the successes of past national, regional and international conferences by TIES and our partners.||[http://www.ecotourismconference.org/about-estc]<br />
|-<br />
|[[File:Cifit.png|centre]]||'''The 17th China International Fair for Investment & Trade (CIFIT)'''||China, Xiamen||2013.09.08-2013.09.11||CIFIT's "golden key" logo, consisting of numbers "9" and "8" and letters "CIFIT", indicates that CIFIT takes place on September 8 each year in Xiamen, and symbolizes both CIFIT's sustainable prosperity and your golden key to success. CIFIT is currently China's only international investment promotion event aimed at facilitating bilateral investment. It's also the largest global investment event approved by UFI. CIFIT has the following major contents: investment and trade exhibition, the International Investment Forum and serial seminars on hot investment issues, and investment project matchmaking symposia.||[http://tradeshow.free-press-release.com/exhibition,37472,china-international-fair-for-investment-trade-2013/]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2013'''||US, Las Vegas||2013.09.16 - 2013.09.17||Over 350 senior-level brand marketers joined us for an oasis of fresh thinking and inspiration across a wide range of exciting, timely, and relevant subjects - including Brand Strategy, Innovation, Advertising, Communications Strategy, New Media, Insights, Leadership, Creativity, Consumer/Customer Behavior, Trends, and more.<br />
||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:FoodTravelSummit2013.jpg|centre]]||'''World Food Travel Summit 2013'''||Sweden, Gothenburg||2013.09.21 - 2013.09.24||The theme of the conference is “The New Wave in Food Tourism” and alludes to our industry’s popularity and how everyone wants to “catch the wave”<br />
4 days of inspiration, connecting & growth for thought leaders in the world’s food, drink, tourism & hospitality industries.<br />
||[http://worldfoodtravel.org/explore/attend/world-food-travel-summit-2013/]<br />
|-<br />
|[[File:Tsinghua_University.jpg|centre]]||'''City Branding Symposium 2013'''||China, Beijing||2013.10.23 - 2013.10.25||The conference theme is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation".<br />
||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|[[File:WBC.jpg|centre]]||'''World Brand Congress 2013'''||India, Mumbai||2013.10.24 - 2013.10.26||The Congress would be a meeting place for leaders from every sector and continent. Join over 500 of the world's branding and marketing elite under one roof. Hear top executives from the World's biggest brands and most influential marketing organizations answering today's critical business challenges. Experience the power of Brand-Building and Rapid-fire Ideas On Marketing to reach out to the consumer at the World Brand Congress 2012.<br />
||[http://www.worldbrandcongress.com/]<br />
|-<br />
|[[File:WTM2013.jpg|centre]]||'''World Travel Market 2013'''||UK, London||2013.11.04 - 2013.11.07||WTM is a vibrant must-attend four-day business-to-business event, presenting a diverse range of destinations and industry sectors to UK and International travel professionals. By attending WTM, participants gain immediate competitive advantage for their business and stay abreast with the latest developments in the travel industry. With a total attendance in 2011 of 47,776 WTM 2012 is not to be missed.||<br />
[http://www.wtmlondon.com]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''Travel Turkey Izmir 2013'''||Izmir, Turkey||2013.12.05 - 2013.12.08||The exhibition which is one of the leading tourism shows for the tourism market in Turkey organised by Hannover-Messe International Istanbul, TURSAB / Turkish Travel Agencies Association and IZFAS company, sponsored by the Republic of Turkey Ministry of Culture and Tourism.<br />
||[http://www.travelturkey-expo.com/eng/about_fair.html]<br />
|-<br />
|[[File:Marka.jpg|centre]]||'''MARKA 2013 International Brand Conference'''||Turkey, Istanbul||2013.12.19 - 2013.12.20||||[http://www.markaconference.com/en/home]<br />
|}<br />
<br />
== 2012 ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|-<br />
|[[File:new5.jpg|centre]]||'''ITC NATIONAL TOURISM CONFERENCE''' On Sustainable Tourism: Issues and Challenges||(9th Edition India, Napaam Assam)||2012.01.06.-2012.01.08||Indian Tourism Congress (ITC) is a non-political, non-commercial organization of tourism academicians. It was formed in 2002 by group of leading tourism academics with the purpose to enhance the standard of teaching and research, further to promote its orderly growth and development needed to cater tourism industry. The participants are encouraged to explore the problems and possibilities of sustainability of tourist destinations.||[http://www.indiantourismcongress.org/docs/9th%20ITC%20National%20Tourism%20Congress.pdf]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair (32nd Edition)'''||Spain, Madrid||2012.01.18.-2012.01.22||Fitur is a meeting point for tourism professionals in which they can establish lines of action, strategies and business alliances to energize and consolidate the tourism business, innovating to answer the changing demands of the market.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:New3.jpg|centre]]||'''International Place Branding Conference''' Special Edition Roots Politics Methods||Netherlands, Utrecht||2012.01.19.-2012.01.21||In this special edition of the International Place Branding Conference in Utrecht, we hope to reflect on the shared ideas of place branding as well as to discuss conclusions that are debated among experts in the profession. The dialogue between the participants can result in a common understanding that will function as the base for further discussions on place branding.||[http://conferix.com/international-place-branding-conference-special-edition-roots-politics-methods]<br />
|-<br />
|[[File:Enter2012.jpg|centre]]||'''ENTER2012''' eTourism Present and Future Services and Applications||Sweden, Helsingborg||2012.01.24 - 2012.01.27||Organized by the International Federation for Information Technology and Travel & Tourism (IFITT), ENTER 2012 offers a worldwide and unique forum for attendees from academia, industry, government, and other organizations to actively exchange, share, and challenge state-of-the-art research and industrial case studies on the application of information and communication technologies to travel and tourism.||[http://www.ifitt.org/congresses/website/enter2012/Home_page]<br />
|-<br />
|[[File:Luxembourg.gif|centre]]||'''Nation Branding Conference'''||Luxembourg|||2012.02.29||Luxembourg as a brand.<br />
||[http://www.luxembourgforbusiness.lu/nation-branding-conference]<br />
|-<br />
|[[File:l22.jpg|centre]]||'''The Power of Africa - Africa as a Stronger Actor on the International Stage'''||France, Paris||2012.03.13.-2012.03.15||The conference will in particular address the expectations and opinions that the outside world holds of African development and how this often diverges with what might be more realistic and customized solutions on the ground. One aim of the conference is thus to debate whether alternative forms of institutional rule and economic models can be deemed more effective in Africa than the established forms of Western governance. The conference will look at global as well as local perceptions of African leadership and development, and the bilateral trade relationships that Africa has with China and India. Furthermore we will explore the role of the African Union as well as civil societies in enhancing interregional relations within Africa and what prospects this holds for its future international image and bargaining power.||[http://www.culturaldiplomacy.org/experienceafrica/index.php?en_roa2011]<br />
|-<br />
|[[File:New6.jpg|centre]]||'''MIND THE GAP Travel Zoom'''||Slovenia, Bled||2012.03.21.-2012.03.23||The aim of the 2nd Travel Zoom conference is to bring together leading academics, policy makers and practitioners in travel and tourism marketing and to let you have clear say in new marketing paradigms and standards of the global travel industry. The conference is designed for High-level management in Tourism Business marketing departments of travel companies, Scientists and Researchers in Tourism, Marketing and advertising agencies. Everyone in Tourism Marketing, Inexperienced Beginners in Tourism and Representatives of Local Tourism Organisations||[http://travel-zoom.si/]<br />
|-<br />
|[[File:l5.jpg|centre]]||'''Belgrade International Tourism Conference 2012''': Contemporary Tourism - Wishes and Opportunities (1st Edition)||Serbia, Belgrad||2012.03.22.-2012.03.24||Tourism is a wide field of study, and the fact that this Conference offers a few subtopics does not imply that the papers from other fields are not welcome- just the opposite. This topic enables us to look back for a moment in order to reconsider or reconfirm some of the existing concepts, paradigms, ideas and forecasts, while in the same time we can think about the future, as it is expected from academic public. - topics e.g.: Tourism market contemporary trends; Tourism destination management; Branding in tourism and more.||[http://www.bitco.rs/]<br />
|-<br />
|[[File:l10.jpg|centre]]||'''International CIRCLE Conference (9th Edition)'''||Spain, Ibiza||2012.04.11.-2012.04.13.||The first goal is to provide an international environment for different academic/professional approaches and discussions on recent development in consumer behaviour and retailing theory/practice in a contemporary turbulent business arena. The second goal is to provide the opportunity for young scholars, practitioners and PhD students to have their work validated and benchmarked within the benevolent academic and professional community of colleagues from different international contexts.||[http://www.circleinternational.co.uk/CIRCLE/Conference_Details.html]<br />
|-<br />
|[[File:new7.jpg|centre]]||'''TTRA Performance measurement and management in Tourism'''||Spain, Bilbao||2012.04.18.-2012.04.20||TTRAE 2012 offers a unique forum for attendees from academia, industry, administration and other organisations to actively exchange, share, and challenge the current state of the art research and its application in the travel and tourism sector.||[http://www.ttraeurope2012.org/]<br />
|-<br />
|[[File:l1l9.jpg|centre]]||'''Mediterranean Tourism Conference'''||Turkey, Antalya||2012.04.19.-2012.04.21||This conference on Destination Management and Branding in the Mediterranean Region has been developed to provide a long-term platform for scholars and practitioners in order to get them involved in an ongoing dialogue and exchange of ideas. The Conference Cruise will be held aboard Royal Caribbean's Navigator of the Seas in Rome - the third most visited city in Europe, and home to the Roman Empire and the Catholic Church. Visit the Vatican or connect with your inner gladiator at the Colosseum.||[http://placemanagementandbranding.wordpress.com/mediterranean-tourism-conference/]<br />
|-<br />
|[[File:l4.jpg|centre]]||'''Advances in Hospitality and Tourism Marketing & Management Conference (2nd Edition)'''||Greece, Corfu||2012.05.31.-2012.06.03||Exploiting recent marketing and management advances is a significant challenge for all stakeholders in the private or the public sector and has been strongly linked with success. Any stakeholder in tourism, travel & hospitality, and any industry practitioner, educator or researcher, is facing vital questions like: How to exploit advances?; How to shape advances?; How to manage advances?; How to optimize advances?; How to research advances? If you are looking for answers to these questions, then make sure that you will be in Corfu for the Conference.||[http://www.ahtmmc2012.gr/]<br />
|-<br />
|[[File:WTO.png|centre]]||'''Is Multilateralism in Crisis'''||Geneva||2012.06.24-2012.06.26||The 2012 Public Forum will provide an opportunity for relevant stakeholders of the multilateral trading system to analyse whether multilateralism is in a state of crisis, taking into account both the Doha Round deadlock and elements of the WTO work programme that continue to work well.||[https://meetings.wto.org/Forums/Registrant/SymposiumRegistration.aspx?Language=E]<br />
|-<br />
|[[File:AIPC_2012.png|centre]]||'''Strategies for Success and Survival: Information, Context, Action'''||||2012.07.01-2012.07.02||In a time of ongoing business and government uncertainty combined with intense and growing competition, new strategies are required not only to succeed but often to simply survive. Developing those strategies and putting them into action requires good information and analysis as well as the insights required to put them into a proper perspective. The 2012 AIPC Annual Conference will deliver all of these key elements along with a cross section of the practical experiences of industry colleagues worldwide in a program designed to help equip AIPC members for the challenges ahead.||[http://www.onetec.be/AIPC2012/content/default.html]<br />
|-<br />
|[[File:l12.jpg|centre]]||'''International Colloquium on Tourism & Leisure 2012 (5th Edition)'''||Thailand, Bangkok||2012.07.09.-2012.07.12||The overall aim of the conference is to provide a lively forum for academics and professionals to meet and exchange interesting new research and ideas in an informal, interdisciplinary setting.||[http://www.ictlconference.com/]<br />
|-<br />
|[[File:IIAS.jpg|centre]]||'''Announcing InterSymp'''||Germany, Baden Baden||2012.07.30.-2012.08.03.||Tourism as a part of soft systems includes a wide variety of people, institutions, organizations, regions, countries, states, continents. If we want tourism to be successful in all its perspectives, its elements shall connect and interact among themselves. This requires several shifts in perception, which leads in turn to different ways of teaching, and different ways to organize tourism society as a society enriched with numerous connections and partnerships. The theme of the Symposium is “Tourism as Connector of Societies and People.” We would like to host a symposium to promote an interdisciplinary discussion and exchange of ideas in the field of tourism research. We wish to broaden the understanding of tourism as a complex system concept. We want to explore ways and methods concerning systems (w)holistic, sustainable, and harmonious perspective for coming generations of tourists.||[http://www.iias.edu/frameset_start_inters_ann.html]<br />
|-<br />
|[[File:New2.jpg|centre]]||'''International Conference Tourism and business TB-2012 (3rd Edition)'''||Greece, Kavala||2012.09.07.-2012.09.08||Tourism and Business - TB - is an international conference which brings together academics and professionals in theory and practice of tourism. Conference owner is the Society of experts in tourism - SET - an international society of scolars and practitioners in the field of tourism.||[http://www.psp-ltd.com/conf_TB_2012.htm]<br />
|-<br />
|[[File:Baltic_Brand_Conference.png|centre]]||'''Baltic Brand Conference, "Brands: Managing Flexible Identities"'''||Latvia-Riga||2012.09.14||The Baltic Brand Conference presents strategies and solution-focused approaches for strengthening brands and giving them new growth impetus – both in their traditional markets and beyond. The speakers will be showing real-life examples, presenting the latest management know-how and sending attendees home with a wealth of new ideas that go far beyond day-to-day business.||[http://www.balticbrandconference.org/content/]<br />
|-<br />
|[[File:FDI_marketing.png|centre]]||'''FDI marketing and communication seminars'''||Apex City of London Hotel, UK||2012.09.26 – 2012.09.27.||Changing and evolving FDI (Foreign Direct Investment) are this year's themes for the WORLD FORUM for Foreign Direct Investment 2011. Successful companies and successful locations keep "moving" and "growing" and we will hear how at the WORLD FORUM for Foreign Direct Investment 2011. Where are companies locating their R&D centers globally? How do successful companies and winning locations work together to improve entrepreneurship, the key to driving business growth?||[http://www.redhotlocations.com/register.cfm?EventID=94]<br />
|-<br />
|[[File:GLOBAL_TOURISM_CITIES_CONFERENCE.png|centre]]||'''GLOBAL TOURISM CITIES CONFERENCE''' ||Malaysia-Kuala Lumpur||2012.09.30-2012.10.02||The Global Tourism Cities Conference 2012 (GTCC 2012) is an international event conceptualised to provide a conduit for the pan-Asian regulatory authorities and commercial players to gather and redefine the concept of Global Tourism Cities for the future. ||[http://expopromoter.com/goto/event/138535/]<br />
|-<br />
|[[File:International_Conference_On_Business_Hospitality_and_Tourism_Management_Jamica.png |centre]]||'''International Conference on Business Hospitality and Tourism Management''' ||Montego Bay, Jamaica||2012.10.10-2012.10.12||The conference will have an international mix of academics, industry practitioners, company directors and policy makers and other professionals who will discuss global trends and present cutting-edge research. Activities will also include industry workshops and panel discussions||[http://www.utech.edu.jm/FOBM_conf/index.html]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2012'''||United States, South Las Vegas||2012.10.17-2012.10.18||Now in its 10th year, the Brand ManageCamp marketing conference has become THE place to be to generate the FRESH ideas your brands need to survive - especially in these turbulent times.||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:Tourism_in_Mediterranean.png|centre]]||'''11th FEMIP Conference''' – “Towards Sustainable Tourism In the Mediterranean||Amman, Jordan||2012.10.25||The event will challenge businesses and governments to address sustainability issues in the tourism sector, presenting case studies and success stories from around the Mediterranean and beyond.||[http://www.eib.org/projects/events/11th-femip-conference-jordan.htm]<br />
|-<br />
|||'''33rd National Marketing Conference'''||Ireland, Dublin||2012.11.07||BRAND IRELAND - Exploring Nation Branding<br />
||[http://www.mii.ie/en/cev/333]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''19th IBIMA Conference'''||Spain, Barcelona||2012.11.12-2012.11.13||The 19th IBIMA conference on Innovation Vision 2020: Sustainable growth, Entrepreneurship, Real Estate and Economic Development will be held in Barcelona, Spain November 2012.||[http://www.ibima.org/spain2012/index.html]<br />
|-<br />
|[[File:CULTURE_MATTERS.png|centre]]||'''Culture Matters 2012''' - Capturing the social and economic value of cultural heritage: Perspectives and projects from across Europe ||Norwich-UK||2012.11.14-2012.11.16||How can cultural heritage improve cities and regions? What is the value of cultural heritage and how can, and should, this be measured? How do you make culture matter to a new generation? What are resourceful cultural organisations doing to survive in tough financial times? These are just some of the questions that will be answered at this new international conference taking place in the historic city of Norwich in November 2012||[http://www.shaping24.eu/conference]<br />
|-<br />
|[[File:FKPV.png|centre]]||'''Fourth International Scientific Conference entitled Knowledge and Business Challenges of Globalization'''||Celje-Slovenia||2012.11.15-2012.11.16|| Various researchers and experts from different countries are – similarly to our colleagues – interested in the exchange of their research results and the creation of new cutting-edge expertise in the fields of business, commerce, business informatics, as well as tourism, and will present their thematically diverse papers in the various conference plenary sessions and organised sections. Moreover, the conference is also an excellent opportunity for students to participate in research and development through their projects and engage in professional debates.||[http://www.fkpv.si/?viewPage=376&lang=en]<br />
|-<br />
|[[File:ICCA2012.jpg|centre]]||'''ICCA Sector Destination Marketing European Small Conference & Destinations Workshop'''||Belgium, Ghent||2012.11.15 - 2012.11.17||The workshop for Small Conferences & Destinations is a new workshop organised for destination marketing members who have a limited conference infrastructure with a maximum capacity for meetings/conferences of 1500 delegates. This workshop has been introduced to accommodate an interest from ICCA members from mainly smaller destinations who historically have had difficulties in qualifying for the existing workshops and has been introduced as the result of a survey sent out to all Sector Destination Marketing members to evaluate the demand for such a smaller workshop. The accompanying clients who members invite to the workshop should be representatives of European association meetings and conferences.||[http://www.iccaworld.com/dbs/gent2012/index.cfm]<br />
|-<br />
|[[File:2nd.png|centre]]||'''2nd International Conference''': Trends and challenges in Food Technology, Nutrition||Slovenia||2012.11.16-2012.11.17||The Biotechnical Educational Centre Ljubljana is a public institution offering education and research in the field of secondary and tertiary education. On the Vocational college we educate our students in two programs: Food Technology and Nutrition, Hospitality and Tourism.||[http://www.bic-lj.si/vss/index.php?option=com_content&view=article&id=739&Itemid=100052]<br />
|-<br />
|[[File:Tendensor.jpg|centre]]||'''Nordic Place Branding Conference 2012''' ||Finland, Helsinki and Sweden, Stockholm||2012.11.28 - 2012.11.29||The Nordic Place Branding Conference sheds light on highly topical issues for cities and regions. How can public and private sector cooperate in talent attraction? How can branding and marketing contribute to the attraction of talent to a place? What can we learn about stractigic recruitment and cooperation from successful regions and cities? The Nordic Place Branding Conference is always practicioner and trend oriented. The speakers are from cities and region that provide some of the best practices, and can thus help you better understand the challenges of your own region or city in a constructive and innovative manner.<br />
||[http://www.tendensor.com/stora-attraktionsdagen-2012-talangjakt-i-fokus-2/]<br />
|-<br />
|[[File:The_third_International_Conference_on_Tourism_between_China_-Spain.png|centre]]||'''The third International Conference on Tourism between China -Spain'''||China||2012.12.01-2012.12.04||The conference will provide a unique global forum for academics, thought leaders and key industry practitioners from diverse backgrounds and interests to meet, discuss and debate critical issues that will affect the future direction of tourism and hospitality research and practice.||[http://www.china-spain.org/]<br />
|-<br />
|[[File:Newww.jpg|centre]]||'''Destination Branding and Marketing IV International Conference'''||Wales, Cardiff||2012.12.05.-2012.12.07||DBM IV will gather destination marketing experts from academia, industry and policy to discuss the cutting edge of this increasingly significant intersection of tourism, economic development, events and heritage management, spatial design and public diplomacy. Delegates will learn from destination branding leaders and innovators, who will discuss their experiences of opportunities, pitfalls and prospects.||[http://www3.uwic.ac.uk/english/cardiff-school-of-management/tourism-hospitality-events-management/dbm-conference/pages/home.aspx]<br />
|-<br />
|[[File:CITEM2012.jpg|centre]]||'''CITEM 2012''' || Czech Republic, Trebon||2012.12.05 - 2012.12.07||The focus of the conference is on international aspects of Business, Trade and Commerce, Marketing, Tourism, Hospitality and Education. Among topics of interest in Marketing and tourism sector are: <br />
Consumer Behaviour, Event Marketing and Management, Knowledge Management and Decision, Support Systems in Marketing, Innovation, Social Media in Marketing, Corporate Social Responsibility, Tourism Economics, Sustainability in Tourism, Destination Marketing and Management, Tourism Forecasting.<br />
||[http://www.citem.info/]<br />
|-<br />
|[[File:Annual_Conference_2012_re-invigorating_the_tourism_curriculum.png|centre]]||'''Annual Conference 2012 re-invigorating the tourism curriculum'''||UK-Cambridge||2012.12.06.-2012.12.07||The Association for Tourism in Higher Education invites your participation in the ATHE Annual Conference 2012.||[http://www.athe.org.uk/conference/]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''TRAVEL TURKEY IZMIR 2012'''||Turkey, Izmir||2012.12.06-2012.12.09||The exhibition and conference aims to become an effective communication platform between the purchasers, who come from diverse countries throughout the world being mainly from Eurasia and the Turkish Tourism Industry.The promotion of the exhibition by the worldwide connections of Hannover-Messe International Istanbul and by its representatives in 70 countries, guarantee the attendance of the right target group to the fair. <br />
||[http://www.travelturkey-expo.com/eng/]<br />
|-<br />
|[[File:6th_Annual_International_Conference_On_Business_and_Society_in_a_Global_Economy.png|centre]]||'''6th Annual International Conference On Business and Society in a Global Economy'''||Greece-Athens||2012.12.17-2012.12.20||Academics and researchers are invited for a cross-disciplinary city break conference in Athens Greece on 17-20 December 2012. The aim of the conferences is to give an opportunity to academics and researchers to present their work to other academics and researchers of different disciplines. There are no specific themes. In the past papers were presented from all areas of Social Sciences, Business, Arts and History. ||[http://www.atiner.gr/cbc.htm]<br />
|-<br />
|[[File:The_5th_International_Borneo_Business_Conference_(IBBC)_2012111.png|centre]]||'''The 5th International Borneo Business Conference (IBBC) 2012'''||Malaysia||2012.12.19-2012.12.21||Notwithstanding however, the financial crisis engulfing the western countries may negatively affect the business and economic growth of the region. Therefore, the Asian economies should enhance their business and economic cooperation to withstand the adverse impact and ensure their economic sustainability.||[http://www.ums.edu.my/conferences/index.php?mod=Publication&action=introaccess&conf=IBBC2012]<br />
|-<br />
|[[File:Tourism_in_the_global_South11.png|centre]]||'''V International Seminar Tourism and Spatial Planning''': Tourism in the global South - Landscapes, identities and development||Portugal||2012.12.24- 2012.12.25||Tourism can be seen as a consumer of places but also as a dynamic force that creates places (Crang). Its power resides in its capacity to transform landscapes, economies, peoples’ lifestyle and cultures, and in shaping identities, ideas, behaviors, by establishing new networks of power, forging new ideas and representations, and creating discourses of place and difference.||[http://www.wix.com/tptceg/13]<br />
|-<br />
|[[File:2012_International_Conference__on_Business_,_Management_and__Governance.png|centre]]||'''2012 International Conference on Business, Management and Governance''' ||Hong Kong||2012.12.29-2012.12.30||2012 International Conference on Business, Management and Governance - ICBMG2012 is the premier forum for the presentation of new advances and research results in the fields of theoretical, experimental, and applied Business, Management and Governance||[http://www.icbmg.org/index.htm]<br />
|}<br />
<br />
== 2008-2011 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Events
Events
2017-11-02T14:47:46Z
<p>Wikieditor: /* 2015 - 2016 Upcoming events */</p>
<hr />
<div>__TOC__<br />
== 2015 - 2016 Upcoming events ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:NBI.png|centre]]<br />
| '''NBI - Nation Branding and Investment Expo'''<br />
| Beursgebouw Eindhoven, The Netherlands<br />
| 2015.09.30 - 2016.10.01<br />
| n/a<br />
|[http://www.nbiexpo.com/]<br />
|-<br />
| [[File:Cnp.png |centre]]<br />
| '''City Nation Place'''<br />
| London, UK, <br />
| 2015.11.04 - 2015.11.05<br />
| ''City Nation Place Forum - Annual Forum for Place Marketing Experts''<br />
|[http://www.citynationplace.com/forum/]<br />
|-<br />
| [[File:ECM1.png]]<br />
| '''European Cities Marketing'''<br />
| Madrid, Spain<br />
| 2016.02.24 - 2015.02.27<br />
| ''The End of City Branding?''<br />
|[http://www.europeancitiesmarketing.com/event/ecm-spring-meeting-madrid/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War''' <br />
| Riga, Latvia<br />
| 2016.05.13<br />
| n/a<br />
|[http://reputationwar.lv/ ]<br />
|-<br />
|}<br />
<br />
== 2015 ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Paris, France<br />
| 2015.01.16<br />
| ''The brands and the territory : A fascinating theme for the 3rd edition of this international conference dedicated to Reputation Management at the digital age''<br />
|[http://www.reputationwar.com/en/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin'''<br />
| Berlin, Germany<br />
| 2015.03.04 - 2015.03.08<br />
| ''The world's leading travel trade show''<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:PlaceMngmtConference.png]]<br />
| '''Place Management and Branding Conference'''<br />
| Poznań, Poland<br />
| 2015.05.06 - 2015.05.07<br />
|''Sustainability, liveability and connectivity''<br />
|[http://www.placemanagement2015.pl/]<br />
|-<br />
| [[File:NordicPlaceAcademy.jpg|centre]]<br />
| '''Nordic Place Academy'''<br />
| Oslo, Norway<br />
| 2015.05.07<br />
|''Nordic Place Branding Conference''<br />
|[http://placeacademy.com/nordic-place-branding-conference-2015/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Riga, Latvia<br />
| 2015.05.08<br />
| ''The values of reputation economy''<br />
| [http://reputationwar.lv/]<br />
|-<br />
| [[File:DMAI.png |centre]]<br />
| '''DMAI - Destination Marketing Association International'''<br />
| Austin, Texas, USA, <br />
| 2015.07.14 - 2015.07.17<br />
| ''Annual Convention - Leave the Path, Blaze a Trail''<br />
|[http://www.destinationmarketing.org/dmai-annual]<br />
|-<br />
|}<br />
<br />
== 2013 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|||'''2nd City Brand Symposium'''||Beijing, China||2013.10.23.-2013.10.25||The theme of the Symposium is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation". Following the success of the 1st Symposium held in Stockholm in August 2012, the aim of the 2nd Symposium is to continue the academic conversation on the strategic positioning and development of cities.||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|||'''4th International Colloquium on Place Brand Management'''||Aosta, Italy||2013.09.05.-2013.09.06||Place branding is an area of research important to not only academics and practitioners but also to many other stakeholders such as citizens and NGOs. The term “place” here refers to nation, region, city, town and other local areas. The global interest in the topic is evidenced by a growing number of publications and conferences in the field, and is also reflected in the Google entries that increased from 4.8 million in 2010 to 99.3 million in 2012. The third International Colloquium on Place Marketing and Nation Branding, hosted by The University of Lincoln in 2011, was a success, attracting more than 40 participants from many countries.||[http://ama-academics.communityzero.com/elmar?go=6052895]<br />
|-<br />
|||'''My Place My Brand Summit'''||Kuala Lumpur, Malaysia||2013.07.01.-2013.07.04||MYPLACE MYBRAND Summit gathered new ideas and thoughts from the leader, practitioners, experts, governmental officials, and related industry players to comprehend the increasingly significant intersection of economic development, community renewal, spatial design, public diplomacy, tourism, events and heritage management in today's world.||<br />
|-<br />
|||'''Foro Internacional Marca País Uruguay'''||Montevideo, Uruguay||2013.06.26.-2013.06.28||The country brand acts as an umbrella, a framework, a quality indicator not only for products and services on offer, but also for tourist sites and conditions for investment, thus creating a feeling of national pride at home. The brand brings together both the public and the private sectors to convey every available advantage, adding value to the country as a whole.Currently, the Uruguay Country Brand is in the implementation stage of the recommendations made in the Country Image Perception Audit international consulting report.||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''BVS: Country Branding'''||Brussels, Belgium||2013.05.28.||An eclectic mix of subjects made up this forum – from Corruption & Compliance, Change Management and Effective Networking, to the Financial Crisis, Converting Conflict to Success, and What it Takes to be an Entrepreneur.||[http://www.solvay.edu/event/bvs-country-branding]<br />
|-<br />
|||'''Nation Branding and Investment EXPO 2013'''||Eindhoven, Netherlands||2013.04.16.-2013.04.18.||From 16 until 18 April 2013, the city of Eindhoven (The Netherlands) formed thé global meeting place for the international trade community looking for economical development opportunities. The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and cofinancing.During this multilateral event the diversity of the exhibitors and visitors generated cross-pollination between the participants and enlarged the opportunities for international matching and networking on the floor.||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:International_branding_conference_(Manchester).png|centre]]||'''International Place Branding Conference'''||Great Britain, Manchester||2013.01.08.-2013.01.20.||Place branding, place management, place marketing, strategic spatial development, public-private place partnerships, all synonyms describing one thing - the application of business principles to place. The language and conventions of business have spread across the world, to places of all scales, from district centre management through to nation branding. This widespread extension of Market principles to places (districts, towns, cities, regions, countries and even continents) is not without critics, with many economists explaining that it is firms that compete not places. Nevertheless, those charged with place leadership chant the mantra of place competition, hence the expanding business of place. The aim of this conference is to accept these alternative realities and provide an academic 'green zone' for contributors to bring their perspective on the business of place for the explicit purpose of theoretical development in the area. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.||[http://www.placemanagement.org/default.asp?a=content&id=650]<br />
|-<br />
|||'''5th IIMA Conference on Marketing in Emerging Economies''' ||India, Ahmadabad||2013.01.11-2013.01.13||The objectives of the conference are: to provide a special forum to present and discuss research on marketing in the Context of and/or Applicable to Emerging Economies and to facilitate sharing research based marketing knowledge among academicians and practitioners. This will be achieved through multi-disciplinary research-based idea generation and discussions. The attempt is to bring about richness in discussion by encouraging contributions from researchers across academic institutions and industry worldwide. ||[http://www.iimahd.ernet.in/icmee2013/]<br />
|-<br />
|||'''International Marketing Trends Conference'''||France, Paris||2013.01.17 - 2013.01.19||The Congress offers a great variety of conferences. Top academics present their advanced research covering a wide range of topics concerned with the evolution of the marketing discipline, new trends in marketing and marketing methodologies. The authors come from 50 countries and papers are presented in English, French, German, Italian, Spanish, Portuguese, Turkish, Chinese and Russian. Many of them are the result of multi-country or cross-cultural work. This has resulted in a rich cross-fertilization of ideas and national perspectives.||[http://www.marketing-trends-congress.com/]<br />
|-<br />
|[[File:Enter2013.jpg|centre]]||'''ENTER 2013 eTourism Conference'''||Austria, Innsbruck||2013.01.22 - 2013.01.25||At ENTER 2013, the theme is eTourism opportunities and challenges for the next 20 years exploring information and communication technologies concepts, applications, and business models in travel and tourism. Issues to be covered at the conference include, but are not limited to, the following areas: Advanced Distribution Systems, Electronic Marketing, Information Search and Retrieval, Technology Acceptance, Consumer Inspiration through ICTS , Eno-Gastronomic Tourism, Information Interfaces and Presentation, Travel Search and Meta-Search, Crisis and e-Tourism and many more.||[http://www.enter-2013.org/]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair''' ||Madrid-Spain||2013.01.30-3013.02.03|| In 2012-confirming the trend towards recovery in the industry- 9,506 exhibiting companies from 167 countries/ regions, 119,322 trade participants and 91,555 people from the general public, met during FITUR to transform leisure into business and business into development. Moreover among the participation figures of note was the presence of 6,313 journalists from 54 countries, a turnout that demonstrates the importance of FITUR on the international circuit of tourism sector events.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:ABRM.png|centre]]||'''International Conference on the Restructuring of the Global Economy'''||India - New Delhi||2013.02.04-2013.02.06||Ever since the publication of the BRIC [Brazil, Russia, India , China] report by Goldman Sachs in 2001, the debate about the role of emerging countries vs. the developed countries in shaping global business has gathered momentum. A revised version of the same report entitled BRICs and Beyond by the same authors, with upward revision of certain growth projections, has added further fuel to the debate so much so that by now, most countries have accepted that the world economy is in transition.||[http://www.abrmr.com/conference_detail.php?id=96]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||India, New Delhi||2013.02.04-2013.02.06||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:Winter_Global_Business_Conference.png|centre]]||'''Winter Global Business Conference'''||France||2013.02.04-2013.02.08||This conference provides an opportunity for an interdisciplinary take on these issues. We are looking forward to diverse contributions aiming at excelling our knowledge on the key ideas about growing in shrinking markets.||[http://www.gbcwinter.com ]<br />
|-<br />
|[[File:Manchester.jpg|centre]]||'''Place Management and Branding Conference'''||UK, Manchester||2013.02.13 - 2013.02.16||The aim of this conference is to accept these alternative realities and provide a 'green zone' for contributors to bring their perspective on the business of place for the explicit purposes of theoretical and practical development. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.<br />
Contributions have been accepted that explore the various perspectives of place branding, management or any other type of 'orchestrated action' that investigate or apply business principles in or to places. The conference includes over 50 presentations from 18 different countries.<br />
||[http://www.business.mmu.ac.uk/place/index.php]<br />
|-<br />
|[[File:APEBH2013.png|centre]]||'''2013 Asia Pacific Economic and Business History Conference'''||South Korea - Seoul||2013.02.14-2013.02.16 ||The main conference theme is ‘Markets, institutions and people in economic crisis and recovery’ but the organisers are open to proposals for contributions on other topics in economic, social, and business history, as well as to proposals for sessions on particular themes. Researchers across a broad range of disciplines are warmly welcomed. Early career researchers are encouraged to participate. The conference organisers are particularly interested in attracting papers that examine developments in countries and regions in the Asia-Pacific region and papers that provide an international comparative perspective. ||[http://apebh2013.wordpress.com/]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||Malaysia-Kuala Lumpur||2013.02.15-2013.02.16||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''20th IBIMA Conference (Special Edition)'''||Malaysia, Kuala Lampur||2013.02.23-2012.02.24||The 20th IBIMA conference on Entrepreneurship Vision 2020: Innovation, Real Estate Investment, Development Sustainability, and Economic Growth will be held in Kuala Lumpur, Malaysia Feb 2013.||[http://www.ibima.org/KL2013/index.html]<br />
|-<br />
|||'''Country Branding Academia'''||UK, London||2013.03.04 - 2013.03.09||(CBA) brings together a unique group of internationally recognized creative professionals, academics and thought leaders. CBA was conceived to fulfill a gap in the market with regards to providing in-depth specialist training, and not just conferences, for professionals working in ministries of tourism, tourist boards agencies, and government based tourism initiatives. Our courses are open to anyone with a commercial interest in increasing tourism to their country, region or city. Everyone who attends our courses benefits from up to date thinking on brand strategies and creative development, and departs with a structured and achievable plan that is ready to be implemented.||[http://countrybrandingacademia.com/]<br />
|-<br />
|[[File:Berlin.jpeg|centre]]||'''The Berlin International Economics Congress 2013'''||Germany, Berlin||2013.03.06 - 2013.03.10||Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century||[http://www.culturaldiplomacy.org/academy/index.php?en_biec2013]<br />
|-<br />
|[[File:NigeriaSummit.png|centre]]||'''The Nigeria Summit 2013'''||Nigeria-Abuja||2013.03.13-2013.03.18||The Nigeria Summit is a forward-looking conference which brings the country’s political leaders together with international investors and CEOs to discuss ||[http://cemea.economistconferences.com/event/nigeria]<br />
|-<br />
|[[File:THE_BIG_RETHINK.png |centre]]||'''THE BIG RETHINK- MAKE YOUR BRAND MORE POWERFUL'''||UK - London||2013.03.21||IN 2013 The Big Rethink is about brands, and how to make them more powerful. We will think about interesting ways to make your brands more powerful, inviting speakers to give thought-provoking perspectives on each of the ideas; we will debate how the power of brands can be measured and we will study the deep-rooted emotional responses of consumers as they look at different logos,<br />
Make your brand more powerful. Be part of The Big Rethink 2013.Read more: http://www.economistconferences.co.uk/redesigningbusiness/home#ixzz20K4sYphs<br />
||[http://www.economistconferences.co.uk/redesigningbusiness/home]<br />
|-<br />
|||'''AABRI International Conference New Orleans 2013'''||France, New Orleans||2013.03.21-2013.03.23||The AABRI 2013 New Orleans International Conference provides authors with a venue to present their completed research, work-in-progress, or research proposals to an international audience of academics from universities around the world.<br />
||[http://www.aabri.com/NO2013.html]<br />
|-<br />
|[[File:GBC.png|centre]]||'''Global Brand Conference'''||Porto, Portugal||2013.04.03 - 2013.04.05||Topics: Brand, Corporate Identity and Reputation, and Sustainability||[http://www.porto.ucp.pt/GlobalBrandConference/]<br />
|-<br />
|[[File:ESD.png|centre]]||'''2nd International Scientific Conference on Economic and Social Development'''||France-Paris||2013.04.04-2013.04.05||We are happy to announce the First Call for the 2nd International Scientific Conference on Economic and Social Development. Topics are focused on recent challenges for modern national economies and business enterprises:<br />
Modern Tendencies in Economy and Management of Tourism (one of the topics)<br />
||[http://www.esd-conference.com/ParisIndex.html]<br />
|-<br />
|||'''Tourism and the Shifting Values of Cultural Heritage: Visiting Pasts, Developing Futures'''||Taiwan, Taipei||2013.04.05 - 2013.04.09 ||This conference seeks to examine both the tensions and opportunities in the processes of valuing and protecting cultural heritage and, in mobilising it for development purposes in the wider social sphere. We wish to explore how heritage ‘works’ in the context of shifting and mobile values and, the various ways in which tourism and tourists shape, embed and change the value of heritage in societies.<br />
||[http://www.birmingham.ac.uk/schools/iaa/departments/ironbridge/news/2012/cfp-conference-2013.aspx]<br />
|-<br />
|[[File:Cottm_2013.png|centre]]||'''China Outbound Travel And Tourism Market'''||China-Beinjing||2013.04.09-2013.04.11||All COTTM visitors are invited to attend the exhibitor presentations which take place within the exhibition. Take advantage of another great opportunity to introduce your destination, culture, products and services by holding presentations in our seminar theatre.||[http://www.chinaexhibition.com/Official_Website/1-COTTM_2013_-_China_Outbound_Travel_and_Tourism_Market-Beijing-aHR0cDovL3d3dy5jb3R0bS5jb20v.html]<br />
|-<br />
|[[File:TED.png|centre]]||'''TED conferences'''||China-Beinjing||2013.04.09-2013.04.11||The best moments at TED have often come from unexpected places. But this year, we're pushing that to an entirely new level. We're staging a global talent search to bring together the most remarkable lineup in TED's history. A series of special TED salons in cities around the world will enable us to discover a broad new array of thinkers and doers. And the best of them will be invited to California in February 2013 to share their work with the world. Welcome to TED2013: "The Young. The Wise. The Undiscovered."||[http://www.ted.com/pages/ted_conferences_about]<br />
|-<br />
|[[File:Cit2013.jpg|centre]]||'''International Conference on Innovation in Tourism and Hospitality'''||Spain, Valencia-Benidorm||2013.04.16-2013.04.19||This conference will address innovation from two areas: “Strategy and Governance in Tourism Destinations” and “Markets, Products and Management”. Vision and Strategic Positioning, Development and Governance, Destination Marketing and Social Economy are some of the sub-tracks of the former; whereas Science and Technology for resilience, sustainability and efficiency, Creative Hospitality Management, Trends in the different segments, Marketing, Entrepreneurship and the Co-op initiatives, are the sub tracks of the latter.||[http://cit2013.florida.es/]<br />
|-<br />
|[[File:NBI_EXPO.png |centre]]||'''NATION BRANDING AND INVESTMENT EXPO 2013'''||Netherlands|| 2013.04.16-2013.04.18||The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and confinancing. ||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:ana.gif|centre]]||'''2013 ANA Brand Masters Conference'''||USA, Florida||2013.04.17 - 2013.04.19||The ANA Brand Masters Conference presented by The New York Times will bring together leading CMOs and marketing thought leaders to share inspirational approaches to brand building that drive sales, profitability, and return on investment. Top marketers and industry experts will reveal how they navigate through customer insights, data analytics and technology to engage customers and grow their business. You will also have the opportunity to network with your peers and walk away with actionable tips to take back to your organization.||[http://www.ana.net/conference/show/id/BIC-APR13]<br />
|-<br />
|[[File:EMG.png|centre]]||'''3rd Annual International Conference on Enterprise Marketing and Globalization EMG2013''' ||Singapore||2013.04.22-2013.04.23||The EMG conference seeks to explore how the disciplines of Enterprise Systems, Accounting, Finance Management and Global Business Strategies interaction can enhance business performance in the contemporary complex and competitive environment. The conference offers an excellent opportunity for academicians, researchers, corporate leaders and executives to have a meaningful avenue for learning and sharing among individuals and groups||[http://www.enterprisemkt.org/]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''The 18th IBIMA conference''' ||Singapore||2013.04.22-2013.04.23||This major international conference will address a range of important themes with respect to Information Technology and its impact on organizations. - Entrepeneurship is on the list of themes||[http://www.ibima.org/TR2012/dates.html]<br />
|-<br />
|||'''RussoScopie'''||France, Paris||2013.04.24||Nation branding, place marketing to attract Russian tourists (webSeminar)<br />
||[http://russoscopie.com/2013/04/17/2013-04-24-nation-branding-place-marketing-to-attract-russian-tourists-seminar/]<br />
|-<br />
|||'''Marketing and Branding Insitute'''||US, Denver||2013.04.24 - 2013.04.26||This conference is the first of its kind to identify, explain and integrate the key ingredients to creating and communicating a successful brand and market position.<br />
||[http://www.case.org/Conferences_and_Training/MBI13.html]<br />
|-<br />
|[[File:Icmc2013.png|centre]]||'''ICMC 2013 International Conference on Marketing & Consumer Behaviour'''||Portugal, Porto||2013.05.16-2013.05.17||Conference main theme: Back to Basics: consumer-centric marketing or target-centric marketing. These two approaches have significant (and different) impacts on marketing practices and marketing anagement. In market-centric marketing, operational marketing tasks are directed to an “anonymous” mass, although a targeted one. In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires need to be fulfilled, demands for a different,<br />
more “surgical” approach, even in more operational marketing tasks. Among the list of the themes Marketing in Specific Industries (e.g. sports, tourism, public and NGO’s).||[http://www.ipam.pt/icmc2013/]<br />
|-<br />
|[[File:Sb.png|centre]]||'''Sustainable Brands Conference 2013'''||United States, San Diego||2013.06.04 - 2013.06.07 ||A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB 2012 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.<br />
||[http://www.sustainablebrands.com/events/sb12]<br />
|-<br />
|||'''Evento Internacional Marca Pais Uruguay'''||Uruguay||2013.06.26 - 2013.06.28 ||A conference about country branding with an additional element: the natural world as a real space referring to the quality of life. A country does not only offer products and services but also their country sights as an investment. It creates a national pride that adds value to the country as a whole. <br />
||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''4th Conference of the International Association for Tourism Economics'''||Slovenia, Ljubljana||2013.07.01-2013.07.04||This conference will provide opportunities for researchers, scholars and practitioners to attend, present their research, and interact with members from inside and outside their own areas of research in the field of tourism economics. Papers that address applied issues using rigorous techniques of analysis, as well as papers that make methodological or theoretical contributions in this area, are welcome.<br />
||[http://www.tourism-economics.net/2013_conference.html]<br />
|-<br />
|[[File:Atiner.png|centre]]||'''Annual International Research Colloquium on Branding'''||Greece, Athens||2013.07.29 - 2013.08.01||The Athens Institute for Education and Research (ATINER) is organizing an Annual International Research Colloquium on Branding in Athens, Greece on 29-30 July 2013. Academics and researchers are invited to present the results of their scientific work by presenting a paper and contribute to a discussion on the current and future developments in branding research.||[http://www.atiner.gr/brand.htm]<br />
|-<br />
|[[File:ESTC13.jpg|centre]]||'''Ecotourism and Sustainable Tourism Conference'''||Kenya, Nairobi||September 2013||The ESTC is a one-of-a-kind industry conference promoting sustainability in tourism. Organized by The International Ecotourism Society (TIES), the conference builds upon the successes of past national, regional and international conferences by TIES and our partners.||[http://www.ecotourismconference.org/about-estc]<br />
|-<br />
|[[File:Cifit.png|centre]]||'''The 17th China International Fair for Investment & Trade (CIFIT)'''||China, Xiamen||2013.09.08-2013.09.11||CIFIT's "golden key" logo, consisting of numbers "9" and "8" and letters "CIFIT", indicates that CIFIT takes place on September 8 each year in Xiamen, and symbolizes both CIFIT's sustainable prosperity and your golden key to success. CIFIT is currently China's only international investment promotion event aimed at facilitating bilateral investment. It's also the largest global investment event approved by UFI. CIFIT has the following major contents: investment and trade exhibition, the International Investment Forum and serial seminars on hot investment issues, and investment project matchmaking symposia.||[http://tradeshow.free-press-release.com/exhibition,37472,china-international-fair-for-investment-trade-2013/]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2013'''||US, Las Vegas||2013.09.16 - 2013.09.17||Over 350 senior-level brand marketers joined us for an oasis of fresh thinking and inspiration across a wide range of exciting, timely, and relevant subjects - including Brand Strategy, Innovation, Advertising, Communications Strategy, New Media, Insights, Leadership, Creativity, Consumer/Customer Behavior, Trends, and more.<br />
||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:FoodTravelSummit2013.jpg|centre]]||'''World Food Travel Summit 2013'''||Sweden, Gothenburg||2013.09.21 - 2013.09.24||The theme of the conference is “The New Wave in Food Tourism” and alludes to our industry’s popularity and how everyone wants to “catch the wave”<br />
4 days of inspiration, connecting & growth for thought leaders in the world’s food, drink, tourism & hospitality industries.<br />
||[http://worldfoodtravel.org/explore/attend/world-food-travel-summit-2013/]<br />
|-<br />
|[[File:Tsinghua_University.jpg|centre]]||'''City Branding Symposium 2013'''||China, Beijing||2013.10.23 - 2013.10.25||The conference theme is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation".<br />
||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|[[File:WBC.jpg|centre]]||'''World Brand Congress 2013'''||India, Mumbai||2013.10.24 - 2013.10.26||The Congress would be a meeting place for leaders from every sector and continent. Join over 500 of the world's branding and marketing elite under one roof. Hear top executives from the World's biggest brands and most influential marketing organizations answering today's critical business challenges. Experience the power of Brand-Building and Rapid-fire Ideas On Marketing to reach out to the consumer at the World Brand Congress 2012.<br />
||[http://www.worldbrandcongress.com/]<br />
|-<br />
|[[File:WTM2013.jpg|centre]]||'''World Travel Market 2013'''||UK, London||2013.11.04 - 2013.11.07||WTM is a vibrant must-attend four-day business-to-business event, presenting a diverse range of destinations and industry sectors to UK and International travel professionals. By attending WTM, participants gain immediate competitive advantage for their business and stay abreast with the latest developments in the travel industry. With a total attendance in 2011 of 47,776 WTM 2012 is not to be missed.||<br />
[http://www.wtmlondon.com]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''Travel Turkey Izmir 2013'''||Izmir, Turkey||2013.12.05 - 2013.12.08||The exhibition which is one of the leading tourism shows for the tourism market in Turkey organised by Hannover-Messe International Istanbul, TURSAB / Turkish Travel Agencies Association and IZFAS company, sponsored by the Republic of Turkey Ministry of Culture and Tourism.<br />
||[http://www.travelturkey-expo.com/eng/about_fair.html]<br />
|-<br />
|[[File:Marka.jpg|centre]]||'''MARKA 2013 International Brand Conference'''||Turkey, Istanbul||2013.12.19 - 2013.12.20||||[http://www.markaconference.com/en/home]<br />
|}<br />
<br />
== 2012 ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|-<br />
|[[File:new5.jpg|centre]]||'''ITC NATIONAL TOURISM CONFERENCE''' On Sustainable Tourism: Issues and Challenges||(9th Edition India, Napaam Assam)||2012.01.06.-2012.01.08||Indian Tourism Congress (ITC) is a non-political, non-commercial organization of tourism academicians. It was formed in 2002 by group of leading tourism academics with the purpose to enhance the standard of teaching and research, further to promote its orderly growth and development needed to cater tourism industry. The participants are encouraged to explore the problems and possibilities of sustainability of tourist destinations.||[http://www.indiantourismcongress.org/docs/9th%20ITC%20National%20Tourism%20Congress.pdf]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair (32nd Edition)'''||Spain, Madrid||2012.01.18.-2012.01.22||Fitur is a meeting point for tourism professionals in which they can establish lines of action, strategies and business alliances to energize and consolidate the tourism business, innovating to answer the changing demands of the market.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:New3.jpg|centre]]||'''International Place Branding Conference''' Special Edition Roots Politics Methods||Netherlands, Utrecht||2012.01.19.-2012.01.21||In this special edition of the International Place Branding Conference in Utrecht, we hope to reflect on the shared ideas of place branding as well as to discuss conclusions that are debated among experts in the profession. The dialogue between the participants can result in a common understanding that will function as the base for further discussions on place branding.||[http://conferix.com/international-place-branding-conference-special-edition-roots-politics-methods]<br />
|-<br />
|[[File:Enter2012.jpg|centre]]||'''ENTER2012''' eTourism Present and Future Services and Applications||Sweden, Helsingborg||2012.01.24 - 2012.01.27||Organized by the International Federation for Information Technology and Travel & Tourism (IFITT), ENTER 2012 offers a worldwide and unique forum for attendees from academia, industry, government, and other organizations to actively exchange, share, and challenge state-of-the-art research and industrial case studies on the application of information and communication technologies to travel and tourism.||[http://www.ifitt.org/congresses/website/enter2012/Home_page]<br />
|-<br />
|[[File:Luxembourg.gif|centre]]||'''Nation Branding Conference'''||Luxembourg|||2012.02.29||Luxembourg as a brand.<br />
||[http://www.luxembourgforbusiness.lu/nation-branding-conference]<br />
|-<br />
|[[File:l22.jpg|centre]]||'''The Power of Africa - Africa as a Stronger Actor on the International Stage'''||France, Paris||2012.03.13.-2012.03.15||The conference will in particular address the expectations and opinions that the outside world holds of African development and how this often diverges with what might be more realistic and customized solutions on the ground. One aim of the conference is thus to debate whether alternative forms of institutional rule and economic models can be deemed more effective in Africa than the established forms of Western governance. The conference will look at global as well as local perceptions of African leadership and development, and the bilateral trade relationships that Africa has with China and India. Furthermore we will explore the role of the African Union as well as civil societies in enhancing interregional relations within Africa and what prospects this holds for its future international image and bargaining power.||[http://www.culturaldiplomacy.org/experienceafrica/index.php?en_roa2011]<br />
|-<br />
|[[File:New6.jpg|centre]]||'''MIND THE GAP Travel Zoom'''||Slovenia, Bled||2012.03.21.-2012.03.23||The aim of the 2nd Travel Zoom conference is to bring together leading academics, policy makers and practitioners in travel and tourism marketing and to let you have clear say in new marketing paradigms and standards of the global travel industry. The conference is designed for High-level management in Tourism Business marketing departments of travel companies, Scientists and Researchers in Tourism, Marketing and advertising agencies. Everyone in Tourism Marketing, Inexperienced Beginners in Tourism and Representatives of Local Tourism Organisations||[http://travel-zoom.si/]<br />
|-<br />
|[[File:l5.jpg|centre]]||'''Belgrade International Tourism Conference 2012''': Contemporary Tourism - Wishes and Opportunities (1st Edition)||Serbia, Belgrad||2012.03.22.-2012.03.24||Tourism is a wide field of study, and the fact that this Conference offers a few subtopics does not imply that the papers from other fields are not welcome- just the opposite. This topic enables us to look back for a moment in order to reconsider or reconfirm some of the existing concepts, paradigms, ideas and forecasts, while in the same time we can think about the future, as it is expected from academic public. - topics e.g.: Tourism market contemporary trends; Tourism destination management; Branding in tourism and more.||[http://www.bitco.rs/]<br />
|-<br />
|[[File:l10.jpg|centre]]||'''International CIRCLE Conference (9th Edition)'''||Spain, Ibiza||2012.04.11.-2012.04.13.||The first goal is to provide an international environment for different academic/professional approaches and discussions on recent development in consumer behaviour and retailing theory/practice in a contemporary turbulent business arena. The second goal is to provide the opportunity for young scholars, practitioners and PhD students to have their work validated and benchmarked within the benevolent academic and professional community of colleagues from different international contexts.||[http://www.circleinternational.co.uk/CIRCLE/Conference_Details.html]<br />
|-<br />
|[[File:new7.jpg|centre]]||'''TTRA Performance measurement and management in Tourism'''||Spain, Bilbao||2012.04.18.-2012.04.20||TTRAE 2012 offers a unique forum for attendees from academia, industry, administration and other organisations to actively exchange, share, and challenge the current state of the art research and its application in the travel and tourism sector.||[http://www.ttraeurope2012.org/]<br />
|-<br />
|[[File:l1l9.jpg|centre]]||'''Mediterranean Tourism Conference'''||Turkey, Antalya||2012.04.19.-2012.04.21||This conference on Destination Management and Branding in the Mediterranean Region has been developed to provide a long-term platform for scholars and practitioners in order to get them involved in an ongoing dialogue and exchange of ideas. The Conference Cruise will be held aboard Royal Caribbean's Navigator of the Seas in Rome - the third most visited city in Europe, and home to the Roman Empire and the Catholic Church. Visit the Vatican or connect with your inner gladiator at the Colosseum.||[http://placemanagementandbranding.wordpress.com/mediterranean-tourism-conference/]<br />
|-<br />
|[[File:l4.jpg|centre]]||'''Advances in Hospitality and Tourism Marketing & Management Conference (2nd Edition)'''||Greece, Corfu||2012.05.31.-2012.06.03||Exploiting recent marketing and management advances is a significant challenge for all stakeholders in the private or the public sector and has been strongly linked with success. Any stakeholder in tourism, travel & hospitality, and any industry practitioner, educator or researcher, is facing vital questions like: How to exploit advances?; How to shape advances?; How to manage advances?; How to optimize advances?; How to research advances? If you are looking for answers to these questions, then make sure that you will be in Corfu for the Conference.||[http://www.ahtmmc2012.gr/]<br />
|-<br />
|[[File:WTO.png|centre]]||'''Is Multilateralism in Crisis'''||Geneva||2012.06.24-2012.06.26||The 2012 Public Forum will provide an opportunity for relevant stakeholders of the multilateral trading system to analyse whether multilateralism is in a state of crisis, taking into account both the Doha Round deadlock and elements of the WTO work programme that continue to work well.||[https://meetings.wto.org/Forums/Registrant/SymposiumRegistration.aspx?Language=E]<br />
|-<br />
|[[File:AIPC_2012.png|centre]]||'''Strategies for Success and Survival: Information, Context, Action'''||||2012.07.01-2012.07.02||In a time of ongoing business and government uncertainty combined with intense and growing competition, new strategies are required not only to succeed but often to simply survive. Developing those strategies and putting them into action requires good information and analysis as well as the insights required to put them into a proper perspective. The 2012 AIPC Annual Conference will deliver all of these key elements along with a cross section of the practical experiences of industry colleagues worldwide in a program designed to help equip AIPC members for the challenges ahead.||[http://www.onetec.be/AIPC2012/content/default.html]<br />
|-<br />
|[[File:l12.jpg|centre]]||'''International Colloquium on Tourism & Leisure 2012 (5th Edition)'''||Thailand, Bangkok||2012.07.09.-2012.07.12||The overall aim of the conference is to provide a lively forum for academics and professionals to meet and exchange interesting new research and ideas in an informal, interdisciplinary setting.||[http://www.ictlconference.com/]<br />
|-<br />
|[[File:IIAS.jpg|centre]]||'''Announcing InterSymp'''||Germany, Baden Baden||2012.07.30.-2012.08.03.||Tourism as a part of soft systems includes a wide variety of people, institutions, organizations, regions, countries, states, continents. If we want tourism to be successful in all its perspectives, its elements shall connect and interact among themselves. This requires several shifts in perception, which leads in turn to different ways of teaching, and different ways to organize tourism society as a society enriched with numerous connections and partnerships. The theme of the Symposium is “Tourism as Connector of Societies and People.” We would like to host a symposium to promote an interdisciplinary discussion and exchange of ideas in the field of tourism research. We wish to broaden the understanding of tourism as a complex system concept. We want to explore ways and methods concerning systems (w)holistic, sustainable, and harmonious perspective for coming generations of tourists.||[http://www.iias.edu/frameset_start_inters_ann.html]<br />
|-<br />
|[[File:New2.jpg|centre]]||'''International Conference Tourism and business TB-2012 (3rd Edition)'''||Greece, Kavala||2012.09.07.-2012.09.08||Tourism and Business - TB - is an international conference which brings together academics and professionals in theory and practice of tourism. Conference owner is the Society of experts in tourism - SET - an international society of scolars and practitioners in the field of tourism.||[http://www.psp-ltd.com/conf_TB_2012.htm]<br />
|-<br />
|[[File:Baltic_Brand_Conference.png|centre]]||'''Baltic Brand Conference, "Brands: Managing Flexible Identities"'''||Latvia-Riga||2012.09.14||The Baltic Brand Conference presents strategies and solution-focused approaches for strengthening brands and giving them new growth impetus – both in their traditional markets and beyond. The speakers will be showing real-life examples, presenting the latest management know-how and sending attendees home with a wealth of new ideas that go far beyond day-to-day business.||[http://www.balticbrandconference.org/content/]<br />
|-<br />
|[[File:FDI_marketing.png|centre]]||'''FDI marketing and communication seminars'''||Apex City of London Hotel, UK||2012.09.26 – 2012.09.27.||Changing and evolving FDI (Foreign Direct Investment) are this year's themes for the WORLD FORUM for Foreign Direct Investment 2011. Successful companies and successful locations keep "moving" and "growing" and we will hear how at the WORLD FORUM for Foreign Direct Investment 2011. Where are companies locating their R&D centers globally? How do successful companies and winning locations work together to improve entrepreneurship, the key to driving business growth?||[http://www.redhotlocations.com/register.cfm?EventID=94]<br />
|-<br />
|[[File:GLOBAL_TOURISM_CITIES_CONFERENCE.png|centre]]||'''GLOBAL TOURISM CITIES CONFERENCE''' ||Malaysia-Kuala Lumpur||2012.09.30-2012.10.02||The Global Tourism Cities Conference 2012 (GTCC 2012) is an international event conceptualised to provide a conduit for the pan-Asian regulatory authorities and commercial players to gather and redefine the concept of Global Tourism Cities for the future. ||[http://expopromoter.com/goto/event/138535/]<br />
|-<br />
|[[File:International_Conference_On_Business_Hospitality_and_Tourism_Management_Jamica.png |centre]]||'''International Conference on Business Hospitality and Tourism Management''' ||Montego Bay, Jamaica||2012.10.10-2012.10.12||The conference will have an international mix of academics, industry practitioners, company directors and policy makers and other professionals who will discuss global trends and present cutting-edge research. Activities will also include industry workshops and panel discussions||[http://www.utech.edu.jm/FOBM_conf/index.html]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2012'''||United States, South Las Vegas||2012.10.17-2012.10.18||Now in its 10th year, the Brand ManageCamp marketing conference has become THE place to be to generate the FRESH ideas your brands need to survive - especially in these turbulent times.||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:Tourism_in_Mediterranean.png|centre]]||'''11th FEMIP Conference''' – “Towards Sustainable Tourism In the Mediterranean||Amman, Jordan||2012.10.25||The event will challenge businesses and governments to address sustainability issues in the tourism sector, presenting case studies and success stories from around the Mediterranean and beyond.||[http://www.eib.org/projects/events/11th-femip-conference-jordan.htm]<br />
|-<br />
|||'''33rd National Marketing Conference'''||Ireland, Dublin||2012.11.07||BRAND IRELAND - Exploring Nation Branding<br />
||[http://www.mii.ie/en/cev/333]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''19th IBIMA Conference'''||Spain, Barcelona||2012.11.12-2012.11.13||The 19th IBIMA conference on Innovation Vision 2020: Sustainable growth, Entrepreneurship, Real Estate and Economic Development will be held in Barcelona, Spain November 2012.||[http://www.ibima.org/spain2012/index.html]<br />
|-<br />
|[[File:CULTURE_MATTERS.png|centre]]||'''Culture Matters 2012''' - Capturing the social and economic value of cultural heritage: Perspectives and projects from across Europe ||Norwich-UK||2012.11.14-2012.11.16||How can cultural heritage improve cities and regions? What is the value of cultural heritage and how can, and should, this be measured? How do you make culture matter to a new generation? What are resourceful cultural organisations doing to survive in tough financial times? These are just some of the questions that will be answered at this new international conference taking place in the historic city of Norwich in November 2012||[http://www.shaping24.eu/conference]<br />
|-<br />
|[[File:FKPV.png|centre]]||'''Fourth International Scientific Conference entitled Knowledge and Business Challenges of Globalization'''||Celje-Slovenia||2012.11.15-2012.11.16|| Various researchers and experts from different countries are – similarly to our colleagues – interested in the exchange of their research results and the creation of new cutting-edge expertise in the fields of business, commerce, business informatics, as well as tourism, and will present their thematically diverse papers in the various conference plenary sessions and organised sections. Moreover, the conference is also an excellent opportunity for students to participate in research and development through their projects and engage in professional debates.||[http://www.fkpv.si/?viewPage=376&lang=en]<br />
|-<br />
|[[File:ICCA2012.jpg|centre]]||'''ICCA Sector Destination Marketing European Small Conference & Destinations Workshop'''||Belgium, Ghent||2012.11.15 - 2012.11.17||The workshop for Small Conferences & Destinations is a new workshop organised for destination marketing members who have a limited conference infrastructure with a maximum capacity for meetings/conferences of 1500 delegates. This workshop has been introduced to accommodate an interest from ICCA members from mainly smaller destinations who historically have had difficulties in qualifying for the existing workshops and has been introduced as the result of a survey sent out to all Sector Destination Marketing members to evaluate the demand for such a smaller workshop. The accompanying clients who members invite to the workshop should be representatives of European association meetings and conferences.||[http://www.iccaworld.com/dbs/gent2012/index.cfm]<br />
|-<br />
|[[File:2nd.png|centre]]||'''2nd International Conference''': Trends and challenges in Food Technology, Nutrition||Slovenia||2012.11.16-2012.11.17||The Biotechnical Educational Centre Ljubljana is a public institution offering education and research in the field of secondary and tertiary education. On the Vocational college we educate our students in two programs: Food Technology and Nutrition, Hospitality and Tourism.||[http://www.bic-lj.si/vss/index.php?option=com_content&view=article&id=739&Itemid=100052]<br />
|-<br />
|[[File:Tendensor.jpg|centre]]||'''Nordic Place Branding Conference 2012''' ||Finland, Helsinki and Sweden, Stockholm||2012.11.28 - 2012.11.29||The Nordic Place Branding Conference sheds light on highly topical issues for cities and regions. How can public and private sector cooperate in talent attraction? How can branding and marketing contribute to the attraction of talent to a place? What can we learn about stractigic recruitment and cooperation from successful regions and cities? The Nordic Place Branding Conference is always practicioner and trend oriented. The speakers are from cities and region that provide some of the best practices, and can thus help you better understand the challenges of your own region or city in a constructive and innovative manner.<br />
||[http://www.tendensor.com/stora-attraktionsdagen-2012-talangjakt-i-fokus-2/]<br />
|-<br />
|[[File:The_third_International_Conference_on_Tourism_between_China_-Spain.png|centre]]||'''The third International Conference on Tourism between China -Spain'''||China||2012.12.01-2012.12.04||The conference will provide a unique global forum for academics, thought leaders and key industry practitioners from diverse backgrounds and interests to meet, discuss and debate critical issues that will affect the future direction of tourism and hospitality research and practice.||[http://www.china-spain.org/]<br />
|-<br />
|[[File:Newww.jpg|centre]]||'''Destination Branding and Marketing IV International Conference'''||Wales, Cardiff||2012.12.05.-2012.12.07||DBM IV will gather destination marketing experts from academia, industry and policy to discuss the cutting edge of this increasingly significant intersection of tourism, economic development, events and heritage management, spatial design and public diplomacy. Delegates will learn from destination branding leaders and innovators, who will discuss their experiences of opportunities, pitfalls and prospects.||[http://www3.uwic.ac.uk/english/cardiff-school-of-management/tourism-hospitality-events-management/dbm-conference/pages/home.aspx]<br />
|-<br />
|[[File:CITEM2012.jpg|centre]]||'''CITEM 2012''' || Czech Republic, Trebon||2012.12.05 - 2012.12.07||The focus of the conference is on international aspects of Business, Trade and Commerce, Marketing, Tourism, Hospitality and Education. Among topics of interest in Marketing and tourism sector are: <br />
Consumer Behaviour, Event Marketing and Management, Knowledge Management and Decision, Support Systems in Marketing, Innovation, Social Media in Marketing, Corporate Social Responsibility, Tourism Economics, Sustainability in Tourism, Destination Marketing and Management, Tourism Forecasting.<br />
||[http://www.citem.info/]<br />
|-<br />
|[[File:Annual_Conference_2012_re-invigorating_the_tourism_curriculum.png|centre]]||'''Annual Conference 2012 re-invigorating the tourism curriculum'''||UK-Cambridge||2012.12.06.-2012.12.07||The Association for Tourism in Higher Education invites your participation in the ATHE Annual Conference 2012.||[http://www.athe.org.uk/conference/]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''TRAVEL TURKEY IZMIR 2012'''||Turkey, Izmir||2012.12.06-2012.12.09||The exhibition and conference aims to become an effective communication platform between the purchasers, who come from diverse countries throughout the world being mainly from Eurasia and the Turkish Tourism Industry.The promotion of the exhibition by the worldwide connections of Hannover-Messe International Istanbul and by its representatives in 70 countries, guarantee the attendance of the right target group to the fair. <br />
||[http://www.travelturkey-expo.com/eng/]<br />
|-<br />
|[[File:6th_Annual_International_Conference_On_Business_and_Society_in_a_Global_Economy.png|centre]]||'''6th Annual International Conference On Business and Society in a Global Economy'''||Greece-Athens||2012.12.17-2012.12.20||Academics and researchers are invited for a cross-disciplinary city break conference in Athens Greece on 17-20 December 2012. The aim of the conferences is to give an opportunity to academics and researchers to present their work to other academics and researchers of different disciplines. There are no specific themes. In the past papers were presented from all areas of Social Sciences, Business, Arts and History. ||[http://www.atiner.gr/cbc.htm]<br />
|-<br />
|[[File:The_5th_International_Borneo_Business_Conference_(IBBC)_2012111.png|centre]]||'''The 5th International Borneo Business Conference (IBBC) 2012'''||Malaysia||2012.12.19-2012.12.21||Notwithstanding however, the financial crisis engulfing the western countries may negatively affect the business and economic growth of the region. Therefore, the Asian economies should enhance their business and economic cooperation to withstand the adverse impact and ensure their economic sustainability.||[http://www.ums.edu.my/conferences/index.php?mod=Publication&action=introaccess&conf=IBBC2012]<br />
|-<br />
|[[File:Tourism_in_the_global_South11.png|centre]]||'''V International Seminar Tourism and Spatial Planning''': Tourism in the global South - Landscapes, identities and development||Portugal||2012.12.24- 2012.12.25||Tourism can be seen as a consumer of places but also as a dynamic force that creates places (Crang). Its power resides in its capacity to transform landscapes, economies, peoples’ lifestyle and cultures, and in shaping identities, ideas, behaviors, by establishing new networks of power, forging new ideas and representations, and creating discourses of place and difference.||[http://www.wix.com/tptceg/13]<br />
|-<br />
|[[File:2012_International_Conference__on_Business_,_Management_and__Governance.png|centre]]||'''2012 International Conference on Business, Management and Governance''' ||Hong Kong||2012.12.29-2012.12.30||2012 International Conference on Business, Management and Governance - ICBMG2012 is the premier forum for the presentation of new advances and research results in the fields of theoretical, experimental, and applied Business, Management and Governance||[http://www.icbmg.org/index.htm]<br />
|}<br />
<br />
== 2008-2011 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:wipo.gif|centre]]||'''The Inter-regional Workshop on national branding in countries in transition'''||Istanbul, Turkey||2011.05.26 - 2011.05.27||This Workshop contributed greatly to the raising awareness of the importance for countries, not only for enterprises, of competing for attention and goodwill in a globalized world by using well managed branding strategies at the national, regional and international levels.||[http://www.wipo.int/dcea/en/meetings/2011/istanbul_workshop/index.html]<br />
|-<br />
|[[File:szw.png|centre]]||'''6th International Conference 2010 Thought Leaders in Brand Management'''||Lugano, Switzerland||2010.04.18 - 2010.04.20||The Thought Leaders International Conference on Brand Management seeks to engender the advancement of knowledge about brand management amongst scholars by disseminating new research and by encouraging the evolution of new research themes. It also aims to narrow the gap between academia and professionals by having presentations from internationally renowned practitioners whose significant senior experience is regarded as being at the cutting edge of application.||[http://www.brand-management.usi.ch/pag/archive/archive_2010.htm]<br />
|-<br />
|||'''Smart Region: Marketing to Increase Your Regions Competitiveness'''||Russia, Novosibirsk||2010.10.23 - 2010.10.24||Regional Marketing conference during 2nd Interra Forum will host discussions on how territorial marketing is increasing attractiveness of regions and strengthens their innovation and investment potential. The conference will analyze global and Russian experience, and invites prominent experts from Russia and abroad to take a closer look at known and less known examples of promotion of regions and cities, and to develop new strategies. How is marketing of a territory different from marketing of a company, how do regions in the modern world sell themselves to investors, residents, tourists and the government? How are local attractions branded: culture, history, science, climate, agriculture? The conference is organized in the format of an open discussion closely resembling realities of modern interregional and international competition. Most of discussions will focus on the impact of marketing strategies on increasing investment attractiveness of regions with high concentration of innovation business.||[http://interra-forum.com/events/230/]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Events
Events
2017-11-02T14:45:35Z
<p>Wikieditor: /* 2014 */</p>
<hr />
<div>__TOC__<br />
== 2015 - 2016 Upcoming events ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:NBI.png|centre]]<br />
| '''NBI - Nation Branding and Investment Expo'''<br />
| Beursgebouw Eindhoven, The Netherlands<br />
| 2015.09.30 - 2016.10.01<br />
| n/a<br />
|[http://www.nbiexpo.com/]<br />
|-<br />
| [[File:WTM.jpg]]<br />
| '''WTM - World Travel Market'''<br />
| London, United Kingdom<br />
| 2015.11.02 - 2015.11.05<br />
| n/a<br />
|[http://www.wtmlondon.com/]<br />
|-<br />
| [[File:Cnp.png |centre]]<br />
| '''City Nation Place'''<br />
| London, UK, <br />
| 2015.11.04 - 2015.11.05<br />
| ''City Nation Place Forum - Annual Forum for Place Marketing Experts''<br />
|[http://www.citynationplace.com/forum/]<br />
|-<br />
| [[File:FiturMadrid.jpg]]<br />
| '''Fitur - International Tourism Fair''' <br />
| Madrid, Spain<br />
| 2016.01.20 - 2016.01.24<br />
| n/a<br />
|[http://www.ifema.es/fitur_06/]<br />
|-<br />
| [[File:IMTC.png|centre]]<br />
| '''International Marketing Trends Conference'''<br />
| Venice, Italy<br />
| 2016.01.21 - 2015.01.23<br />
| ''Country Branding: Measuring country image – theory and practi''ce<br />
|[http://www.marketing-trends-congress.com/taxonomy/term/3678]<br />
|-<br />
| [[File:ECM1.png]]<br />
| '''European Cities Marketing'''<br />
| Madrid, Spain<br />
| 2016.02.24 - 2015.02.27<br />
| ''The End of City Branding?''<br />
|[http://www.europeancitiesmarketing.com/event/ecm-spring-meeting-madrid/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin''' <br />
| Berlin, Germany<br />
| 2016.03.09 - 2016.03.13<br />
| n/a<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War''' <br />
| Riga, Latvia<br />
| 2016.05.13<br />
| n/a<br />
|[http://reputationwar.lv/ ]<br />
|-<br />
|}<br />
<br />
== 2015 ==<br />
<br />
{| class="wikitable"<br />
|-<br />
! Logo<br />
! Name<br />
! Country<br />
! Date<br />
! Title<br />
! Link<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Paris, France<br />
| 2015.01.16<br />
| ''The brands and the territory : A fascinating theme for the 3rd edition of this international conference dedicated to Reputation Management at the digital age''<br />
|[http://www.reputationwar.com/en/]<br />
|-<br />
| [[File:ITB.png|centre]]<br />
| '''ITB Berlin'''<br />
| Berlin, Germany<br />
| 2015.03.04 - 2015.03.08<br />
| ''The world's leading travel trade show''<br />
|[http://www.itb-berlin.de/en/]<br />
|-<br />
| [[File:PlaceMngmtConference.png]]<br />
| '''Place Management and Branding Conference'''<br />
| Poznań, Poland<br />
| 2015.05.06 - 2015.05.07<br />
|''Sustainability, liveability and connectivity''<br />
|[http://www.placemanagement2015.pl/]<br />
|-<br />
| [[File:NordicPlaceAcademy.jpg|centre]]<br />
| '''Nordic Place Academy'''<br />
| Oslo, Norway<br />
| 2015.05.07<br />
|''Nordic Place Branding Conference''<br />
|[http://placeacademy.com/nordic-place-branding-conference-2015/]<br />
|-<br />
| [[File:ReputationWar.png]]<br />
| '''Reputation War'''<br />
| Riga, Latvia<br />
| 2015.05.08<br />
| ''The values of reputation economy''<br />
| [http://reputationwar.lv/]<br />
|-<br />
| [[File:DMAI.png |centre]]<br />
| '''DMAI - Destination Marketing Association International'''<br />
| Austin, Texas, USA, <br />
| 2015.07.14 - 2015.07.17<br />
| ''Annual Convention - Leave the Path, Blaze a Trail''<br />
|[http://www.destinationmarketing.org/dmai-annual]<br />
|-<br />
|}<br />
<br />
== 2013 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|||'''2nd City Brand Symposium'''||Beijing, China||2013.10.23.-2013.10.25||The theme of the Symposium is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation". Following the success of the 1st Symposium held in Stockholm in August 2012, the aim of the 2nd Symposium is to continue the academic conversation on the strategic positioning and development of cities.||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|||'''4th International Colloquium on Place Brand Management'''||Aosta, Italy||2013.09.05.-2013.09.06||Place branding is an area of research important to not only academics and practitioners but also to many other stakeholders such as citizens and NGOs. The term “place” here refers to nation, region, city, town and other local areas. The global interest in the topic is evidenced by a growing number of publications and conferences in the field, and is also reflected in the Google entries that increased from 4.8 million in 2010 to 99.3 million in 2012. The third International Colloquium on Place Marketing and Nation Branding, hosted by The University of Lincoln in 2011, was a success, attracting more than 40 participants from many countries.||[http://ama-academics.communityzero.com/elmar?go=6052895]<br />
|-<br />
|||'''My Place My Brand Summit'''||Kuala Lumpur, Malaysia||2013.07.01.-2013.07.04||MYPLACE MYBRAND Summit gathered new ideas and thoughts from the leader, practitioners, experts, governmental officials, and related industry players to comprehend the increasingly significant intersection of economic development, community renewal, spatial design, public diplomacy, tourism, events and heritage management in today's world.||<br />
|-<br />
|||'''Foro Internacional Marca País Uruguay'''||Montevideo, Uruguay||2013.06.26.-2013.06.28||The country brand acts as an umbrella, a framework, a quality indicator not only for products and services on offer, but also for tourist sites and conditions for investment, thus creating a feeling of national pride at home. The brand brings together both the public and the private sectors to convey every available advantage, adding value to the country as a whole.Currently, the Uruguay Country Brand is in the implementation stage of the recommendations made in the Country Image Perception Audit international consulting report.||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''BVS: Country Branding'''||Brussels, Belgium||2013.05.28.||An eclectic mix of subjects made up this forum – from Corruption & Compliance, Change Management and Effective Networking, to the Financial Crisis, Converting Conflict to Success, and What it Takes to be an Entrepreneur.||[http://www.solvay.edu/event/bvs-country-branding]<br />
|-<br />
|||'''Nation Branding and Investment EXPO 2013'''||Eindhoven, Netherlands||2013.04.16.-2013.04.18.||From 16 until 18 April 2013, the city of Eindhoven (The Netherlands) formed thé global meeting place for the international trade community looking for economical development opportunities. The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and cofinancing.During this multilateral event the diversity of the exhibitors and visitors generated cross-pollination between the participants and enlarged the opportunities for international matching and networking on the floor.||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:International_branding_conference_(Manchester).png|centre]]||'''International Place Branding Conference'''||Great Britain, Manchester||2013.01.08.-2013.01.20.||Place branding, place management, place marketing, strategic spatial development, public-private place partnerships, all synonyms describing one thing - the application of business principles to place. The language and conventions of business have spread across the world, to places of all scales, from district centre management through to nation branding. This widespread extension of Market principles to places (districts, towns, cities, regions, countries and even continents) is not without critics, with many economists explaining that it is firms that compete not places. Nevertheless, those charged with place leadership chant the mantra of place competition, hence the expanding business of place. The aim of this conference is to accept these alternative realities and provide an academic 'green zone' for contributors to bring their perspective on the business of place for the explicit purpose of theoretical development in the area. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.||[http://www.placemanagement.org/default.asp?a=content&id=650]<br />
|-<br />
|||'''5th IIMA Conference on Marketing in Emerging Economies''' ||India, Ahmadabad||2013.01.11-2013.01.13||The objectives of the conference are: to provide a special forum to present and discuss research on marketing in the Context of and/or Applicable to Emerging Economies and to facilitate sharing research based marketing knowledge among academicians and practitioners. This will be achieved through multi-disciplinary research-based idea generation and discussions. The attempt is to bring about richness in discussion by encouraging contributions from researchers across academic institutions and industry worldwide. ||[http://www.iimahd.ernet.in/icmee2013/]<br />
|-<br />
|||'''International Marketing Trends Conference'''||France, Paris||2013.01.17 - 2013.01.19||The Congress offers a great variety of conferences. Top academics present their advanced research covering a wide range of topics concerned with the evolution of the marketing discipline, new trends in marketing and marketing methodologies. The authors come from 50 countries and papers are presented in English, French, German, Italian, Spanish, Portuguese, Turkish, Chinese and Russian. Many of them are the result of multi-country or cross-cultural work. This has resulted in a rich cross-fertilization of ideas and national perspectives.||[http://www.marketing-trends-congress.com/]<br />
|-<br />
|[[File:Enter2013.jpg|centre]]||'''ENTER 2013 eTourism Conference'''||Austria, Innsbruck||2013.01.22 - 2013.01.25||At ENTER 2013, the theme is eTourism opportunities and challenges for the next 20 years exploring information and communication technologies concepts, applications, and business models in travel and tourism. Issues to be covered at the conference include, but are not limited to, the following areas: Advanced Distribution Systems, Electronic Marketing, Information Search and Retrieval, Technology Acceptance, Consumer Inspiration through ICTS , Eno-Gastronomic Tourism, Information Interfaces and Presentation, Travel Search and Meta-Search, Crisis and e-Tourism and many more.||[http://www.enter-2013.org/]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair''' ||Madrid-Spain||2013.01.30-3013.02.03|| In 2012-confirming the trend towards recovery in the industry- 9,506 exhibiting companies from 167 countries/ regions, 119,322 trade participants and 91,555 people from the general public, met during FITUR to transform leisure into business and business into development. Moreover among the participation figures of note was the presence of 6,313 journalists from 54 countries, a turnout that demonstrates the importance of FITUR on the international circuit of tourism sector events.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:ABRM.png|centre]]||'''International Conference on the Restructuring of the Global Economy'''||India - New Delhi||2013.02.04-2013.02.06||Ever since the publication of the BRIC [Brazil, Russia, India , China] report by Goldman Sachs in 2001, the debate about the role of emerging countries vs. the developed countries in shaping global business has gathered momentum. A revised version of the same report entitled BRICs and Beyond by the same authors, with upward revision of certain growth projections, has added further fuel to the debate so much so that by now, most countries have accepted that the world economy is in transition.||[http://www.abrmr.com/conference_detail.php?id=96]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||India, New Delhi||2013.02.04-2013.02.06||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:Winter_Global_Business_Conference.png|centre]]||'''Winter Global Business Conference'''||France||2013.02.04-2013.02.08||This conference provides an opportunity for an interdisciplinary take on these issues. We are looking forward to diverse contributions aiming at excelling our knowledge on the key ideas about growing in shrinking markets.||[http://www.gbcwinter.com ]<br />
|-<br />
|[[File:Manchester.jpg|centre]]||'''Place Management and Branding Conference'''||UK, Manchester||2013.02.13 - 2013.02.16||The aim of this conference is to accept these alternative realities and provide a 'green zone' for contributors to bring their perspective on the business of place for the explicit purposes of theoretical and practical development. Based in Manchester, the original modern city, delegates will play a pivotal role in making sense of the state of the knowledge for academics, practitioners and policy makers.<br />
Contributions have been accepted that explore the various perspectives of place branding, management or any other type of 'orchestrated action' that investigate or apply business principles in or to places. The conference includes over 50 presentations from 18 different countries.<br />
||[http://www.business.mmu.ac.uk/place/index.php]<br />
|-<br />
|[[File:APEBH2013.png|centre]]||'''2013 Asia Pacific Economic and Business History Conference'''||South Korea - Seoul||2013.02.14-2013.02.16 ||The main conference theme is ‘Markets, institutions and people in economic crisis and recovery’ but the organisers are open to proposals for contributions on other topics in economic, social, and business history, as well as to proposals for sessions on particular themes. Researchers across a broad range of disciplines are warmly welcomed. Early career researchers are encouraged to participate. The conference organisers are particularly interested in attracting papers that examine developments in countries and regions in the Asia-Pacific region and papers that provide an international comparative perspective. ||[http://apebh2013.wordpress.com/]<br />
|-<br />
|[[File:SIBR2013.png|centre]]||'''SIBR-UniKL 2013 Kuala Lumpur Conference on Interdisciplinary Business and Economic Research''' <br />
||Malaysia-Kuala Lumpur||2013.02.15-2013.02.16||The conference theme is ""Rethinking Business and Economic Issues from Interdisciplinary Perspectives: Evolutions and New Solutions"". The SIBR conference brings together academicians and professionals from various business and economics disciplines to share latest research findings and brainstorm new research ideas across disciplines. ||[http://sibresearch.org/sibr-kualalumpur-conference-call.html]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''20th IBIMA Conference (Special Edition)'''||Malaysia, Kuala Lampur||2013.02.23-2012.02.24||The 20th IBIMA conference on Entrepreneurship Vision 2020: Innovation, Real Estate Investment, Development Sustainability, and Economic Growth will be held in Kuala Lumpur, Malaysia Feb 2013.||[http://www.ibima.org/KL2013/index.html]<br />
|-<br />
|||'''Country Branding Academia'''||UK, London||2013.03.04 - 2013.03.09||(CBA) brings together a unique group of internationally recognized creative professionals, academics and thought leaders. CBA was conceived to fulfill a gap in the market with regards to providing in-depth specialist training, and not just conferences, for professionals working in ministries of tourism, tourist boards agencies, and government based tourism initiatives. Our courses are open to anyone with a commercial interest in increasing tourism to their country, region or city. Everyone who attends our courses benefits from up to date thinking on brand strategies and creative development, and departs with a structured and achievable plan that is ready to be implemented.||[http://countrybrandingacademia.com/]<br />
|-<br />
|[[File:Berlin.jpeg|centre]]||'''The Berlin International Economics Congress 2013'''||Germany, Berlin||2013.03.06 - 2013.03.10||Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century||[http://www.culturaldiplomacy.org/academy/index.php?en_biec2013]<br />
|-<br />
|[[File:NigeriaSummit.png|centre]]||'''The Nigeria Summit 2013'''||Nigeria-Abuja||2013.03.13-2013.03.18||The Nigeria Summit is a forward-looking conference which brings the country’s political leaders together with international investors and CEOs to discuss ||[http://cemea.economistconferences.com/event/nigeria]<br />
|-<br />
|[[File:THE_BIG_RETHINK.png |centre]]||'''THE BIG RETHINK- MAKE YOUR BRAND MORE POWERFUL'''||UK - London||2013.03.21||IN 2013 The Big Rethink is about brands, and how to make them more powerful. We will think about interesting ways to make your brands more powerful, inviting speakers to give thought-provoking perspectives on each of the ideas; we will debate how the power of brands can be measured and we will study the deep-rooted emotional responses of consumers as they look at different logos,<br />
Make your brand more powerful. Be part of The Big Rethink 2013.Read more: http://www.economistconferences.co.uk/redesigningbusiness/home#ixzz20K4sYphs<br />
||[http://www.economistconferences.co.uk/redesigningbusiness/home]<br />
|-<br />
|||'''AABRI International Conference New Orleans 2013'''||France, New Orleans||2013.03.21-2013.03.23||The AABRI 2013 New Orleans International Conference provides authors with a venue to present their completed research, work-in-progress, or research proposals to an international audience of academics from universities around the world.<br />
||[http://www.aabri.com/NO2013.html]<br />
|-<br />
|[[File:GBC.png|centre]]||'''Global Brand Conference'''||Porto, Portugal||2013.04.03 - 2013.04.05||Topics: Brand, Corporate Identity and Reputation, and Sustainability||[http://www.porto.ucp.pt/GlobalBrandConference/]<br />
|-<br />
|[[File:ESD.png|centre]]||'''2nd International Scientific Conference on Economic and Social Development'''||France-Paris||2013.04.04-2013.04.05||We are happy to announce the First Call for the 2nd International Scientific Conference on Economic and Social Development. Topics are focused on recent challenges for modern national economies and business enterprises:<br />
Modern Tendencies in Economy and Management of Tourism (one of the topics)<br />
||[http://www.esd-conference.com/ParisIndex.html]<br />
|-<br />
|||'''Tourism and the Shifting Values of Cultural Heritage: Visiting Pasts, Developing Futures'''||Taiwan, Taipei||2013.04.05 - 2013.04.09 ||This conference seeks to examine both the tensions and opportunities in the processes of valuing and protecting cultural heritage and, in mobilising it for development purposes in the wider social sphere. We wish to explore how heritage ‘works’ in the context of shifting and mobile values and, the various ways in which tourism and tourists shape, embed and change the value of heritage in societies.<br />
||[http://www.birmingham.ac.uk/schools/iaa/departments/ironbridge/news/2012/cfp-conference-2013.aspx]<br />
|-<br />
|[[File:Cottm_2013.png|centre]]||'''China Outbound Travel And Tourism Market'''||China-Beinjing||2013.04.09-2013.04.11||All COTTM visitors are invited to attend the exhibitor presentations which take place within the exhibition. Take advantage of another great opportunity to introduce your destination, culture, products and services by holding presentations in our seminar theatre.||[http://www.chinaexhibition.com/Official_Website/1-COTTM_2013_-_China_Outbound_Travel_and_Tourism_Market-Beijing-aHR0cDovL3d3dy5jb3R0bS5jb20v.html]<br />
|-<br />
|[[File:TED.png|centre]]||'''TED conferences'''||China-Beinjing||2013.04.09-2013.04.11||The best moments at TED have often come from unexpected places. But this year, we're pushing that to an entirely new level. We're staging a global talent search to bring together the most remarkable lineup in TED's history. A series of special TED salons in cities around the world will enable us to discover a broad new array of thinkers and doers. And the best of them will be invited to California in February 2013 to share their work with the world. Welcome to TED2013: "The Young. The Wise. The Undiscovered."||[http://www.ted.com/pages/ted_conferences_about]<br />
|-<br />
|[[File:Cit2013.jpg|centre]]||'''International Conference on Innovation in Tourism and Hospitality'''||Spain, Valencia-Benidorm||2013.04.16-2013.04.19||This conference will address innovation from two areas: “Strategy and Governance in Tourism Destinations” and “Markets, Products and Management”. Vision and Strategic Positioning, Development and Governance, Destination Marketing and Social Economy are some of the sub-tracks of the former; whereas Science and Technology for resilience, sustainability and efficiency, Creative Hospitality Management, Trends in the different segments, Marketing, Entrepreneurship and the Co-op initiatives, are the sub tracks of the latter.||[http://cit2013.florida.es/]<br />
|-<br />
|[[File:NBI_EXPO.png |centre]]||'''NATION BRANDING AND INVESTMENT EXPO 2013'''||Netherlands|| 2013.04.16-2013.04.18||The second edition of the international ‘Nation Branding & Investment Expo’ is a high level nation-to–business event, which forms a dynamic platform for the promotion of investment and trade by governmental institutions and leading enterprises from countries worldwide. All nations are engaged in a competition to attract foreign investment, and export their products. Nation branding is about providing interested investors and business a differentiated offering, a core idea that highlights your countries’ selling points. The NBI EXPO is designed to develop new selling areas, global public private partnership projects and matchmaking between international companies for cooperation, coproduction and confinancing. ||[http://www.nbiexpo.com/nbi-expo-2013]<br />
|-<br />
|[[File:ana.gif|centre]]||'''2013 ANA Brand Masters Conference'''||USA, Florida||2013.04.17 - 2013.04.19||The ANA Brand Masters Conference presented by The New York Times will bring together leading CMOs and marketing thought leaders to share inspirational approaches to brand building that drive sales, profitability, and return on investment. Top marketers and industry experts will reveal how they navigate through customer insights, data analytics and technology to engage customers and grow their business. You will also have the opportunity to network with your peers and walk away with actionable tips to take back to your organization.||[http://www.ana.net/conference/show/id/BIC-APR13]<br />
|-<br />
|[[File:EMG.png|centre]]||'''3rd Annual International Conference on Enterprise Marketing and Globalization EMG2013''' ||Singapore||2013.04.22-2013.04.23||The EMG conference seeks to explore how the disciplines of Enterprise Systems, Accounting, Finance Management and Global Business Strategies interaction can enhance business performance in the contemporary complex and competitive environment. The conference offers an excellent opportunity for academicians, researchers, corporate leaders and executives to have a meaningful avenue for learning and sharing among individuals and groups||[http://www.enterprisemkt.org/]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''The 18th IBIMA conference''' ||Singapore||2013.04.22-2013.04.23||This major international conference will address a range of important themes with respect to Information Technology and its impact on organizations. - Entrepeneurship is on the list of themes||[http://www.ibima.org/TR2012/dates.html]<br />
|-<br />
|||'''RussoScopie'''||France, Paris||2013.04.24||Nation branding, place marketing to attract Russian tourists (webSeminar)<br />
||[http://russoscopie.com/2013/04/17/2013-04-24-nation-branding-place-marketing-to-attract-russian-tourists-seminar/]<br />
|-<br />
|||'''Marketing and Branding Insitute'''||US, Denver||2013.04.24 - 2013.04.26||This conference is the first of its kind to identify, explain and integrate the key ingredients to creating and communicating a successful brand and market position.<br />
||[http://www.case.org/Conferences_and_Training/MBI13.html]<br />
|-<br />
|[[File:Icmc2013.png|centre]]||'''ICMC 2013 International Conference on Marketing & Consumer Behaviour'''||Portugal, Porto||2013.05.16-2013.05.17||Conference main theme: Back to Basics: consumer-centric marketing or target-centric marketing. These two approaches have significant (and different) impacts on marketing practices and marketing anagement. In market-centric marketing, operational marketing tasks are directed to an “anonymous” mass, although a targeted one. In consumer-centric marketing, seeing consumers as unique human beings, whose specific needs and desires need to be fulfilled, demands for a different,<br />
more “surgical” approach, even in more operational marketing tasks. Among the list of the themes Marketing in Specific Industries (e.g. sports, tourism, public and NGO’s).||[http://www.ipam.pt/icmc2013/]<br />
|-<br />
|[[File:Sb.png|centre]]||'''Sustainable Brands Conference 2013'''||United States, San Diego||2013.06.04 - 2013.06.07 ||A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB 2012 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.<br />
||[http://www.sustainablebrands.com/events/sb12]<br />
|-<br />
|||'''Evento Internacional Marca Pais Uruguay'''||Uruguay||2013.06.26 - 2013.06.28 ||A conference about country branding with an additional element: the natural world as a real space referring to the quality of life. A country does not only offer products and services but also their country sights as an investment. It creates a national pride that adds value to the country as a whole. <br />
||[http://marcapaisuruguay.gub.uy/marca-pais/]<br />
|-<br />
|||'''4th Conference of the International Association for Tourism Economics'''||Slovenia, Ljubljana||2013.07.01-2013.07.04||This conference will provide opportunities for researchers, scholars and practitioners to attend, present their research, and interact with members from inside and outside their own areas of research in the field of tourism economics. Papers that address applied issues using rigorous techniques of analysis, as well as papers that make methodological or theoretical contributions in this area, are welcome.<br />
||[http://www.tourism-economics.net/2013_conference.html]<br />
|-<br />
|[[File:Atiner.png|centre]]||'''Annual International Research Colloquium on Branding'''||Greece, Athens||2013.07.29 - 2013.08.01||The Athens Institute for Education and Research (ATINER) is organizing an Annual International Research Colloquium on Branding in Athens, Greece on 29-30 July 2013. Academics and researchers are invited to present the results of their scientific work by presenting a paper and contribute to a discussion on the current and future developments in branding research.||[http://www.atiner.gr/brand.htm]<br />
|-<br />
|[[File:ESTC13.jpg|centre]]||'''Ecotourism and Sustainable Tourism Conference'''||Kenya, Nairobi||September 2013||The ESTC is a one-of-a-kind industry conference promoting sustainability in tourism. Organized by The International Ecotourism Society (TIES), the conference builds upon the successes of past national, regional and international conferences by TIES and our partners.||[http://www.ecotourismconference.org/about-estc]<br />
|-<br />
|[[File:Cifit.png|centre]]||'''The 17th China International Fair for Investment & Trade (CIFIT)'''||China, Xiamen||2013.09.08-2013.09.11||CIFIT's "golden key" logo, consisting of numbers "9" and "8" and letters "CIFIT", indicates that CIFIT takes place on September 8 each year in Xiamen, and symbolizes both CIFIT's sustainable prosperity and your golden key to success. CIFIT is currently China's only international investment promotion event aimed at facilitating bilateral investment. It's also the largest global investment event approved by UFI. CIFIT has the following major contents: investment and trade exhibition, the International Investment Forum and serial seminars on hot investment issues, and investment project matchmaking symposia.||[http://tradeshow.free-press-release.com/exhibition,37472,china-international-fair-for-investment-trade-2013/]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2013'''||US, Las Vegas||2013.09.16 - 2013.09.17||Over 350 senior-level brand marketers joined us for an oasis of fresh thinking and inspiration across a wide range of exciting, timely, and relevant subjects - including Brand Strategy, Innovation, Advertising, Communications Strategy, New Media, Insights, Leadership, Creativity, Consumer/Customer Behavior, Trends, and more.<br />
||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:FoodTravelSummit2013.jpg|centre]]||'''World Food Travel Summit 2013'''||Sweden, Gothenburg||2013.09.21 - 2013.09.24||The theme of the conference is “The New Wave in Food Tourism” and alludes to our industry’s popularity and how everyone wants to “catch the wave”<br />
4 days of inspiration, connecting & growth for thought leaders in the world’s food, drink, tourism & hospitality industries.<br />
||[http://worldfoodtravel.org/explore/attend/world-food-travel-summit-2013/]<br />
|-<br />
|[[File:Tsinghua_University.jpg|centre]]||'''City Branding Symposium 2013'''||China, Beijing||2013.10.23 - 2013.10.25||The conference theme is "Positioning Cities: Innovative and Sustainable Strategies for City Development and Transformation".<br />
||[http://www.fek.su.se/en/Research/Subdisciplines/Marketing/Stockholm-Programme-of-Place-Branding-STOPP/City-Branding-Symposium-2013-/]<br />
|-<br />
|[[File:WBC.jpg|centre]]||'''World Brand Congress 2013'''||India, Mumbai||2013.10.24 - 2013.10.26||The Congress would be a meeting place for leaders from every sector and continent. Join over 500 of the world's branding and marketing elite under one roof. Hear top executives from the World's biggest brands and most influential marketing organizations answering today's critical business challenges. Experience the power of Brand-Building and Rapid-fire Ideas On Marketing to reach out to the consumer at the World Brand Congress 2012.<br />
||[http://www.worldbrandcongress.com/]<br />
|-<br />
|[[File:WTM2013.jpg|centre]]||'''World Travel Market 2013'''||UK, London||2013.11.04 - 2013.11.07||WTM is a vibrant must-attend four-day business-to-business event, presenting a diverse range of destinations and industry sectors to UK and International travel professionals. By attending WTM, participants gain immediate competitive advantage for their business and stay abreast with the latest developments in the travel industry. With a total attendance in 2011 of 47,776 WTM 2012 is not to be missed.||<br />
[http://www.wtmlondon.com]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''Travel Turkey Izmir 2013'''||Izmir, Turkey||2013.12.05 - 2013.12.08||The exhibition which is one of the leading tourism shows for the tourism market in Turkey organised by Hannover-Messe International Istanbul, TURSAB / Turkish Travel Agencies Association and IZFAS company, sponsored by the Republic of Turkey Ministry of Culture and Tourism.<br />
||[http://www.travelturkey-expo.com/eng/about_fair.html]<br />
|-<br />
|[[File:Marka.jpg|centre]]||'''MARKA 2013 International Brand Conference'''||Turkey, Istanbul||2013.12.19 - 2013.12.20||||[http://www.markaconference.com/en/home]<br />
|}<br />
<br />
== 2012 ==<br />
<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|-<br />
|[[File:new5.jpg|centre]]||'''ITC NATIONAL TOURISM CONFERENCE''' On Sustainable Tourism: Issues and Challenges||(9th Edition India, Napaam Assam)||2012.01.06.-2012.01.08||Indian Tourism Congress (ITC) is a non-political, non-commercial organization of tourism academicians. It was formed in 2002 by group of leading tourism academics with the purpose to enhance the standard of teaching and research, further to promote its orderly growth and development needed to cater tourism industry. The participants are encouraged to explore the problems and possibilities of sustainability of tourist destinations.||[http://www.indiantourismcongress.org/docs/9th%20ITC%20National%20Tourism%20Congress.pdf]<br />
|-<br />
|[[File:FITUR.png|centre]]||'''International Tourism Trade Fair (32nd Edition)'''||Spain, Madrid||2012.01.18.-2012.01.22||Fitur is a meeting point for tourism professionals in which they can establish lines of action, strategies and business alliances to energize and consolidate the tourism business, innovating to answer the changing demands of the market.||[http://www.ifema.es/ferias/fitur/default_i.html]<br />
|-<br />
|[[File:New3.jpg|centre]]||'''International Place Branding Conference''' Special Edition Roots Politics Methods||Netherlands, Utrecht||2012.01.19.-2012.01.21||In this special edition of the International Place Branding Conference in Utrecht, we hope to reflect on the shared ideas of place branding as well as to discuss conclusions that are debated among experts in the profession. The dialogue between the participants can result in a common understanding that will function as the base for further discussions on place branding.||[http://conferix.com/international-place-branding-conference-special-edition-roots-politics-methods]<br />
|-<br />
|[[File:Enter2012.jpg|centre]]||'''ENTER2012''' eTourism Present and Future Services and Applications||Sweden, Helsingborg||2012.01.24 - 2012.01.27||Organized by the International Federation for Information Technology and Travel & Tourism (IFITT), ENTER 2012 offers a worldwide and unique forum for attendees from academia, industry, government, and other organizations to actively exchange, share, and challenge state-of-the-art research and industrial case studies on the application of information and communication technologies to travel and tourism.||[http://www.ifitt.org/congresses/website/enter2012/Home_page]<br />
|-<br />
|[[File:Luxembourg.gif|centre]]||'''Nation Branding Conference'''||Luxembourg|||2012.02.29||Luxembourg as a brand.<br />
||[http://www.luxembourgforbusiness.lu/nation-branding-conference]<br />
|-<br />
|[[File:l22.jpg|centre]]||'''The Power of Africa - Africa as a Stronger Actor on the International Stage'''||France, Paris||2012.03.13.-2012.03.15||The conference will in particular address the expectations and opinions that the outside world holds of African development and how this often diverges with what might be more realistic and customized solutions on the ground. One aim of the conference is thus to debate whether alternative forms of institutional rule and economic models can be deemed more effective in Africa than the established forms of Western governance. The conference will look at global as well as local perceptions of African leadership and development, and the bilateral trade relationships that Africa has with China and India. Furthermore we will explore the role of the African Union as well as civil societies in enhancing interregional relations within Africa and what prospects this holds for its future international image and bargaining power.||[http://www.culturaldiplomacy.org/experienceafrica/index.php?en_roa2011]<br />
|-<br />
|[[File:New6.jpg|centre]]||'''MIND THE GAP Travel Zoom'''||Slovenia, Bled||2012.03.21.-2012.03.23||The aim of the 2nd Travel Zoom conference is to bring together leading academics, policy makers and practitioners in travel and tourism marketing and to let you have clear say in new marketing paradigms and standards of the global travel industry. The conference is designed for High-level management in Tourism Business marketing departments of travel companies, Scientists and Researchers in Tourism, Marketing and advertising agencies. Everyone in Tourism Marketing, Inexperienced Beginners in Tourism and Representatives of Local Tourism Organisations||[http://travel-zoom.si/]<br />
|-<br />
|[[File:l5.jpg|centre]]||'''Belgrade International Tourism Conference 2012''': Contemporary Tourism - Wishes and Opportunities (1st Edition)||Serbia, Belgrad||2012.03.22.-2012.03.24||Tourism is a wide field of study, and the fact that this Conference offers a few subtopics does not imply that the papers from other fields are not welcome- just the opposite. This topic enables us to look back for a moment in order to reconsider or reconfirm some of the existing concepts, paradigms, ideas and forecasts, while in the same time we can think about the future, as it is expected from academic public. - topics e.g.: Tourism market contemporary trends; Tourism destination management; Branding in tourism and more.||[http://www.bitco.rs/]<br />
|-<br />
|[[File:l10.jpg|centre]]||'''International CIRCLE Conference (9th Edition)'''||Spain, Ibiza||2012.04.11.-2012.04.13.||The first goal is to provide an international environment for different academic/professional approaches and discussions on recent development in consumer behaviour and retailing theory/practice in a contemporary turbulent business arena. The second goal is to provide the opportunity for young scholars, practitioners and PhD students to have their work validated and benchmarked within the benevolent academic and professional community of colleagues from different international contexts.||[http://www.circleinternational.co.uk/CIRCLE/Conference_Details.html]<br />
|-<br />
|[[File:new7.jpg|centre]]||'''TTRA Performance measurement and management in Tourism'''||Spain, Bilbao||2012.04.18.-2012.04.20||TTRAE 2012 offers a unique forum for attendees from academia, industry, administration and other organisations to actively exchange, share, and challenge the current state of the art research and its application in the travel and tourism sector.||[http://www.ttraeurope2012.org/]<br />
|-<br />
|[[File:l1l9.jpg|centre]]||'''Mediterranean Tourism Conference'''||Turkey, Antalya||2012.04.19.-2012.04.21||This conference on Destination Management and Branding in the Mediterranean Region has been developed to provide a long-term platform for scholars and practitioners in order to get them involved in an ongoing dialogue and exchange of ideas. The Conference Cruise will be held aboard Royal Caribbean's Navigator of the Seas in Rome - the third most visited city in Europe, and home to the Roman Empire and the Catholic Church. Visit the Vatican or connect with your inner gladiator at the Colosseum.||[http://placemanagementandbranding.wordpress.com/mediterranean-tourism-conference/]<br />
|-<br />
|[[File:l4.jpg|centre]]||'''Advances in Hospitality and Tourism Marketing & Management Conference (2nd Edition)'''||Greece, Corfu||2012.05.31.-2012.06.03||Exploiting recent marketing and management advances is a significant challenge for all stakeholders in the private or the public sector and has been strongly linked with success. Any stakeholder in tourism, travel & hospitality, and any industry practitioner, educator or researcher, is facing vital questions like: How to exploit advances?; How to shape advances?; How to manage advances?; How to optimize advances?; How to research advances? If you are looking for answers to these questions, then make sure that you will be in Corfu for the Conference.||[http://www.ahtmmc2012.gr/]<br />
|-<br />
|[[File:WTO.png|centre]]||'''Is Multilateralism in Crisis'''||Geneva||2012.06.24-2012.06.26||The 2012 Public Forum will provide an opportunity for relevant stakeholders of the multilateral trading system to analyse whether multilateralism is in a state of crisis, taking into account both the Doha Round deadlock and elements of the WTO work programme that continue to work well.||[https://meetings.wto.org/Forums/Registrant/SymposiumRegistration.aspx?Language=E]<br />
|-<br />
|[[File:AIPC_2012.png|centre]]||'''Strategies for Success and Survival: Information, Context, Action'''||||2012.07.01-2012.07.02||In a time of ongoing business and government uncertainty combined with intense and growing competition, new strategies are required not only to succeed but often to simply survive. Developing those strategies and putting them into action requires good information and analysis as well as the insights required to put them into a proper perspective. The 2012 AIPC Annual Conference will deliver all of these key elements along with a cross section of the practical experiences of industry colleagues worldwide in a program designed to help equip AIPC members for the challenges ahead.||[http://www.onetec.be/AIPC2012/content/default.html]<br />
|-<br />
|[[File:l12.jpg|centre]]||'''International Colloquium on Tourism & Leisure 2012 (5th Edition)'''||Thailand, Bangkok||2012.07.09.-2012.07.12||The overall aim of the conference is to provide a lively forum for academics and professionals to meet and exchange interesting new research and ideas in an informal, interdisciplinary setting.||[http://www.ictlconference.com/]<br />
|-<br />
|[[File:IIAS.jpg|centre]]||'''Announcing InterSymp'''||Germany, Baden Baden||2012.07.30.-2012.08.03.||Tourism as a part of soft systems includes a wide variety of people, institutions, organizations, regions, countries, states, continents. If we want tourism to be successful in all its perspectives, its elements shall connect and interact among themselves. This requires several shifts in perception, which leads in turn to different ways of teaching, and different ways to organize tourism society as a society enriched with numerous connections and partnerships. The theme of the Symposium is “Tourism as Connector of Societies and People.” We would like to host a symposium to promote an interdisciplinary discussion and exchange of ideas in the field of tourism research. We wish to broaden the understanding of tourism as a complex system concept. We want to explore ways and methods concerning systems (w)holistic, sustainable, and harmonious perspective for coming generations of tourists.||[http://www.iias.edu/frameset_start_inters_ann.html]<br />
|-<br />
|[[File:New2.jpg|centre]]||'''International Conference Tourism and business TB-2012 (3rd Edition)'''||Greece, Kavala||2012.09.07.-2012.09.08||Tourism and Business - TB - is an international conference which brings together academics and professionals in theory and practice of tourism. Conference owner is the Society of experts in tourism - SET - an international society of scolars and practitioners in the field of tourism.||[http://www.psp-ltd.com/conf_TB_2012.htm]<br />
|-<br />
|[[File:Baltic_Brand_Conference.png|centre]]||'''Baltic Brand Conference, "Brands: Managing Flexible Identities"'''||Latvia-Riga||2012.09.14||The Baltic Brand Conference presents strategies and solution-focused approaches for strengthening brands and giving them new growth impetus – both in their traditional markets and beyond. The speakers will be showing real-life examples, presenting the latest management know-how and sending attendees home with a wealth of new ideas that go far beyond day-to-day business.||[http://www.balticbrandconference.org/content/]<br />
|-<br />
|[[File:FDI_marketing.png|centre]]||'''FDI marketing and communication seminars'''||Apex City of London Hotel, UK||2012.09.26 – 2012.09.27.||Changing and evolving FDI (Foreign Direct Investment) are this year's themes for the WORLD FORUM for Foreign Direct Investment 2011. Successful companies and successful locations keep "moving" and "growing" and we will hear how at the WORLD FORUM for Foreign Direct Investment 2011. Where are companies locating their R&D centers globally? How do successful companies and winning locations work together to improve entrepreneurship, the key to driving business growth?||[http://www.redhotlocations.com/register.cfm?EventID=94]<br />
|-<br />
|[[File:GLOBAL_TOURISM_CITIES_CONFERENCE.png|centre]]||'''GLOBAL TOURISM CITIES CONFERENCE''' ||Malaysia-Kuala Lumpur||2012.09.30-2012.10.02||The Global Tourism Cities Conference 2012 (GTCC 2012) is an international event conceptualised to provide a conduit for the pan-Asian regulatory authorities and commercial players to gather and redefine the concept of Global Tourism Cities for the future. ||[http://expopromoter.com/goto/event/138535/]<br />
|-<br />
|[[File:International_Conference_On_Business_Hospitality_and_Tourism_Management_Jamica.png |centre]]||'''International Conference on Business Hospitality and Tourism Management''' ||Montego Bay, Jamaica||2012.10.10-2012.10.12||The conference will have an international mix of academics, industry practitioners, company directors and policy makers and other professionals who will discuss global trends and present cutting-edge research. Activities will also include industry workshops and panel discussions||[http://www.utech.edu.jm/FOBM_conf/index.html]<br />
|-<br />
|[[File:Brand_Manage_Camp_2012.png|centre]]||'''Brand Manage Camp 2012'''||United States, South Las Vegas||2012.10.17-2012.10.18||Now in its 10th year, the Brand ManageCamp marketing conference has become THE place to be to generate the FRESH ideas your brands need to survive - especially in these turbulent times.||[http://www.brandmanagecamp.com/]<br />
|-<br />
|[[File:Tourism_in_Mediterranean.png|centre]]||'''11th FEMIP Conference''' – “Towards Sustainable Tourism In the Mediterranean||Amman, Jordan||2012.10.25||The event will challenge businesses and governments to address sustainability issues in the tourism sector, presenting case studies and success stories from around the Mediterranean and beyond.||[http://www.eib.org/projects/events/11th-femip-conference-jordan.htm]<br />
|-<br />
|||'''33rd National Marketing Conference'''||Ireland, Dublin||2012.11.07||BRAND IRELAND - Exploring Nation Branding<br />
||[http://www.mii.ie/en/cev/333]<br />
|-<br />
|[[File:ibima logo1.JPG|centre]]||'''19th IBIMA Conference'''||Spain, Barcelona||2012.11.12-2012.11.13||The 19th IBIMA conference on Innovation Vision 2020: Sustainable growth, Entrepreneurship, Real Estate and Economic Development will be held in Barcelona, Spain November 2012.||[http://www.ibima.org/spain2012/index.html]<br />
|-<br />
|[[File:CULTURE_MATTERS.png|centre]]||'''Culture Matters 2012''' - Capturing the social and economic value of cultural heritage: Perspectives and projects from across Europe ||Norwich-UK||2012.11.14-2012.11.16||How can cultural heritage improve cities and regions? What is the value of cultural heritage and how can, and should, this be measured? How do you make culture matter to a new generation? What are resourceful cultural organisations doing to survive in tough financial times? These are just some of the questions that will be answered at this new international conference taking place in the historic city of Norwich in November 2012||[http://www.shaping24.eu/conference]<br />
|-<br />
|[[File:FKPV.png|centre]]||'''Fourth International Scientific Conference entitled Knowledge and Business Challenges of Globalization'''||Celje-Slovenia||2012.11.15-2012.11.16|| Various researchers and experts from different countries are – similarly to our colleagues – interested in the exchange of their research results and the creation of new cutting-edge expertise in the fields of business, commerce, business informatics, as well as tourism, and will present their thematically diverse papers in the various conference plenary sessions and organised sections. Moreover, the conference is also an excellent opportunity for students to participate in research and development through their projects and engage in professional debates.||[http://www.fkpv.si/?viewPage=376&lang=en]<br />
|-<br />
|[[File:ICCA2012.jpg|centre]]||'''ICCA Sector Destination Marketing European Small Conference & Destinations Workshop'''||Belgium, Ghent||2012.11.15 - 2012.11.17||The workshop for Small Conferences & Destinations is a new workshop organised for destination marketing members who have a limited conference infrastructure with a maximum capacity for meetings/conferences of 1500 delegates. This workshop has been introduced to accommodate an interest from ICCA members from mainly smaller destinations who historically have had difficulties in qualifying for the existing workshops and has been introduced as the result of a survey sent out to all Sector Destination Marketing members to evaluate the demand for such a smaller workshop. The accompanying clients who members invite to the workshop should be representatives of European association meetings and conferences.||[http://www.iccaworld.com/dbs/gent2012/index.cfm]<br />
|-<br />
|[[File:2nd.png|centre]]||'''2nd International Conference''': Trends and challenges in Food Technology, Nutrition||Slovenia||2012.11.16-2012.11.17||The Biotechnical Educational Centre Ljubljana is a public institution offering education and research in the field of secondary and tertiary education. On the Vocational college we educate our students in two programs: Food Technology and Nutrition, Hospitality and Tourism.||[http://www.bic-lj.si/vss/index.php?option=com_content&view=article&id=739&Itemid=100052]<br />
|-<br />
|[[File:Tendensor.jpg|centre]]||'''Nordic Place Branding Conference 2012''' ||Finland, Helsinki and Sweden, Stockholm||2012.11.28 - 2012.11.29||The Nordic Place Branding Conference sheds light on highly topical issues for cities and regions. How can public and private sector cooperate in talent attraction? How can branding and marketing contribute to the attraction of talent to a place? What can we learn about stractigic recruitment and cooperation from successful regions and cities? The Nordic Place Branding Conference is always practicioner and trend oriented. The speakers are from cities and region that provide some of the best practices, and can thus help you better understand the challenges of your own region or city in a constructive and innovative manner.<br />
||[http://www.tendensor.com/stora-attraktionsdagen-2012-talangjakt-i-fokus-2/]<br />
|-<br />
|[[File:The_third_International_Conference_on_Tourism_between_China_-Spain.png|centre]]||'''The third International Conference on Tourism between China -Spain'''||China||2012.12.01-2012.12.04||The conference will provide a unique global forum for academics, thought leaders and key industry practitioners from diverse backgrounds and interests to meet, discuss and debate critical issues that will affect the future direction of tourism and hospitality research and practice.||[http://www.china-spain.org/]<br />
|-<br />
|[[File:Newww.jpg|centre]]||'''Destination Branding and Marketing IV International Conference'''||Wales, Cardiff||2012.12.05.-2012.12.07||DBM IV will gather destination marketing experts from academia, industry and policy to discuss the cutting edge of this increasingly significant intersection of tourism, economic development, events and heritage management, spatial design and public diplomacy. Delegates will learn from destination branding leaders and innovators, who will discuss their experiences of opportunities, pitfalls and prospects.||[http://www3.uwic.ac.uk/english/cardiff-school-of-management/tourism-hospitality-events-management/dbm-conference/pages/home.aspx]<br />
|-<br />
|[[File:CITEM2012.jpg|centre]]||'''CITEM 2012''' || Czech Republic, Trebon||2012.12.05 - 2012.12.07||The focus of the conference is on international aspects of Business, Trade and Commerce, Marketing, Tourism, Hospitality and Education. Among topics of interest in Marketing and tourism sector are: <br />
Consumer Behaviour, Event Marketing and Management, Knowledge Management and Decision, Support Systems in Marketing, Innovation, Social Media in Marketing, Corporate Social Responsibility, Tourism Economics, Sustainability in Tourism, Destination Marketing and Management, Tourism Forecasting.<br />
||[http://www.citem.info/]<br />
|-<br />
|[[File:Annual_Conference_2012_re-invigorating_the_tourism_curriculum.png|centre]]||'''Annual Conference 2012 re-invigorating the tourism curriculum'''||UK-Cambridge||2012.12.06.-2012.12.07||The Association for Tourism in Higher Education invites your participation in the ATHE Annual Conference 2012.||[http://www.athe.org.uk/conference/]<br />
|-<br />
|[[File:TravelTurkey.jpg|centre]]||'''TRAVEL TURKEY IZMIR 2012'''||Turkey, Izmir||2012.12.06-2012.12.09||The exhibition and conference aims to become an effective communication platform between the purchasers, who come from diverse countries throughout the world being mainly from Eurasia and the Turkish Tourism Industry.The promotion of the exhibition by the worldwide connections of Hannover-Messe International Istanbul and by its representatives in 70 countries, guarantee the attendance of the right target group to the fair. <br />
||[http://www.travelturkey-expo.com/eng/]<br />
|-<br />
|[[File:6th_Annual_International_Conference_On_Business_and_Society_in_a_Global_Economy.png|centre]]||'''6th Annual International Conference On Business and Society in a Global Economy'''||Greece-Athens||2012.12.17-2012.12.20||Academics and researchers are invited for a cross-disciplinary city break conference in Athens Greece on 17-20 December 2012. The aim of the conferences is to give an opportunity to academics and researchers to present their work to other academics and researchers of different disciplines. There are no specific themes. In the past papers were presented from all areas of Social Sciences, Business, Arts and History. ||[http://www.atiner.gr/cbc.htm]<br />
|-<br />
|[[File:The_5th_International_Borneo_Business_Conference_(IBBC)_2012111.png|centre]]||'''The 5th International Borneo Business Conference (IBBC) 2012'''||Malaysia||2012.12.19-2012.12.21||Notwithstanding however, the financial crisis engulfing the western countries may negatively affect the business and economic growth of the region. Therefore, the Asian economies should enhance their business and economic cooperation to withstand the adverse impact and ensure their economic sustainability.||[http://www.ums.edu.my/conferences/index.php?mod=Publication&action=introaccess&conf=IBBC2012]<br />
|-<br />
|[[File:Tourism_in_the_global_South11.png|centre]]||'''V International Seminar Tourism and Spatial Planning''': Tourism in the global South - Landscapes, identities and development||Portugal||2012.12.24- 2012.12.25||Tourism can be seen as a consumer of places but also as a dynamic force that creates places (Crang). Its power resides in its capacity to transform landscapes, economies, peoples’ lifestyle and cultures, and in shaping identities, ideas, behaviors, by establishing new networks of power, forging new ideas and representations, and creating discourses of place and difference.||[http://www.wix.com/tptceg/13]<br />
|-<br />
|[[File:2012_International_Conference__on_Business_,_Management_and__Governance.png|centre]]||'''2012 International Conference on Business, Management and Governance''' ||Hong Kong||2012.12.29-2012.12.30||2012 International Conference on Business, Management and Governance - ICBMG2012 is the premier forum for the presentation of new advances and research results in the fields of theoretical, experimental, and applied Business, Management and Governance||[http://www.icbmg.org/index.htm]<br />
|}<br />
<br />
== 2008-2011 ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="10%" style="background: #e6e6e6"| Logo<br />
!scope="col" width="10%" style="background: #e6e6e6"| Name<br />
!scope="col" width="5%" style="background: #e6e6e6"| Country<br />
<br />
!scope="col" width="5%" style="background: #e6e6e6"| Date <br />
!scope="col" width="56%" style="background: #e6e6e6"| Description<br />
!scope="col" width="5%" style="background: #e6e6e6"| Link<br />
|-cellspacing="1"<br />
|-<br />
|[[File:wipo.gif|centre]]||'''The Inter-regional Workshop on national branding in countries in transition'''||Istanbul, Turkey||2011.05.26 - 2011.05.27||This Workshop contributed greatly to the raising awareness of the importance for countries, not only for enterprises, of competing for attention and goodwill in a globalized world by using well managed branding strategies at the national, regional and international levels.||[http://www.wipo.int/dcea/en/meetings/2011/istanbul_workshop/index.html]<br />
|-<br />
|[[File:szw.png|centre]]||'''6th International Conference 2010 Thought Leaders in Brand Management'''||Lugano, Switzerland||2010.04.18 - 2010.04.20||The Thought Leaders International Conference on Brand Management seeks to engender the advancement of knowledge about brand management amongst scholars by disseminating new research and by encouraging the evolution of new research themes. It also aims to narrow the gap between academia and professionals by having presentations from internationally renowned practitioners whose significant senior experience is regarded as being at the cutting edge of application.||[http://www.brand-management.usi.ch/pag/archive/archive_2010.htm]<br />
|-<br />
|||'''Smart Region: Marketing to Increase Your Regions Competitiveness'''||Russia, Novosibirsk||2010.10.23 - 2010.10.24||Regional Marketing conference during 2nd Interra Forum will host discussions on how territorial marketing is increasing attractiveness of regions and strengthens their innovation and investment potential. The conference will analyze global and Russian experience, and invites prominent experts from Russia and abroad to take a closer look at known and less known examples of promotion of regions and cities, and to develop new strategies. How is marketing of a territory different from marketing of a company, how do regions in the modern world sell themselves to investors, residents, tourists and the government? How are local attractions branded: culture, history, science, climate, agriculture? The conference is organized in the format of an open discussion closely resembling realities of modern interregional and international competition. Most of discussions will focus on the impact of marketing strategies on increasing investment attractiveness of regions with high concentration of innovation business.||[http://interra-forum.com/events/230/]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Supernatural Supranational: "A European Perspective on Place Branding and Public Diplomacy'''||Germany, Berlin||2008.06.04||The conference focuses on the impact of communication on the identity-forming process of the European Union.||[http://www.nationbranding.de/site_english/news/080604_supernatural-supranatural.php#programme]<br />
|-<br />
|[[File:Inpolis.jpg|centre]]||'''Marketing Cities- Place Branding in Perspective'''||Germany, Berlin||2008.12.04 - 2008.12.06||Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. The international conference "Marketing Cities: Place Branding in Perspective" aims at disclosing these correlations and at understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.||[http://www.nationbranding.de/site_english/news/081204_marketing-cities.php#introduction]<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Experts
Experts
2017-11-02T14:05:32Z
<p>Wikieditor: /* Academics */</p>
<hr />
<div>== Companies==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="180" style="background: #e6e6e6"| Logo<br />
!scope="col" width="300" style="background: #e6e6e6"| Site<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
!scope="col" width="800" style="background: #e6e6e6"| Comment<br />
|-<br />
|[[File:Bloomlogo11.jpg|centre]]||Bloom Consulting||[http://www.bloom-consulting.com/]||Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent. Bloom Consulting specialize in place branding in five segments: Exports, Investment, Tourism, Talent and Prominence. <br />
|-<br />
|[[File:Futurebrand.png|centre]]||Future Brand||[http://www.futurebrand.com/]||FutureBrand combines expertise in brand strategy, identity, digital, retail, environmental, product and service design <br />
to define and connect every aspect of a brand experience throughout many different disciplines.<br />
|-<br />
|[[File:saffron.jpg|centre]]||Saffron||[http://www.saffron-consultants.com/]||Saffron are a global brand and innovation consultancy, who help their clients to transform themselves and their markets.<br />
|-<br />
|[[File:wolffolinslogo.gif|centre]]||Wolff Olins||[http://www.wolffolins.com/work]||Wolff Olins are international brand consultants who represent their clients in all sectors.<br />
|-<br />
|[[File:Resonance_stacked.jpg|centre]]||Resonance||[http://resonanceco.com]||Resonance work on creating new brands for the real estate, travel, tourism, hospitality and beverage industries.<br />
|-<br />
|[[File:Portland-logo.png|centre]]||Portland||[http://portland-communications.com]||Portland is a communications and public affairs consultancy.<br />
|}<br />
<br />
== Business Professionals ==<br />
<br />
=== Key Players ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="47%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[Experts#Simon Anholt|Simon Anholt]]|| Independent Policy Advisor ||Simon Anholt||[http://www.simonanholt.com/]||Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy". <br />
|-<br />
|[[Experts#Jose Filipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||[http://www.bloom-consulting.com/]||In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.<br />
|-<br />
|[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||[http://www.wallyolins.com/do.htm]||Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"<br />
|-<br />
|}<br />
<br />
<br />
==== Simon Anholt ====<br />
[[File:Simonanholt.jpg|left]]<br />
Simon Anholt is an independent policy advisor who has helped more than 50 countries engage more productively with the rest of the world. Mr Anholt is the author who coined the term ‘nation brand’ in a 1996 academic paper, although he does not believe in the act of nation branding and said: “Nation branding does not exist; it is a myth, and rather a dangerous one.”<br />
<br />
He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.<br />
<br />
Simon Anholt is an Honorary Professor at the University of East Anglia in the UK and holds a number of other honorary and advisory positions around the world.<br />
<br />
His most important recent project is the introduction of the concept of Good Country and the development of the Good Country Index, which measures what each country on Earth contributes to the common good of humanity, and what it takes away, relative to its size. The concept was introduced in his TEDSalon talk in June 2014.<br />
<br />
He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union.<br />
Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.<br />
<br />
Mr Anholt has published five books about Nation Brand. He is the founder and Editor Emeritus of an academic journal on the same subject, and each year since 2005 has published two major global surveys tracking public perceptions of countries and cities. He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).<br />
<br />
Click [[Simon Anholt|here]] if you need more information.<br />
<br />
==== José Filipe Torres ====<br />
[[File:Josefillipetorres.jpg|left]]<br />
José Filipe Torres is one of the world’s top experts in country branding as well as CEO and founding partner of Bloom Consulting, a firm that specialises in Nation Branding and place branding. Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.<br />
<br />
Mr Torres has been advising countries in the field of strategy and branding for the last 14 years. Already working for over 40 countries, regions and cities across all continents. He also collaborates with OECD and the World Economic Forum. Bloom Consulting, the company Mr Torres presides, introduced a new concept to the field of Country Branding in 2015 – #Digital Country (a country or a place that has triggered proactive interest from different stakeholders towards that country or that place in the digital world).<br />
Every year Bloom Consulting publishes a renowned set of brand rankings, measuring the brand appeal of countries in the digital world (The Digital Country Index), the effectiveness of country brands in attracting tourism and investment (Bloom Consulting Country Brand Ranking). The rankings are based on the data from the proprietary analytical software Digital Demand - D2©.<br />
<br />
He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres has also been a guest speaker at some of the most prestigious universities in the world, such as Harvard University, London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.<br />
<br />
Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia.<br />
Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.<br />
<br />
In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. <br />
This research is published every year under the name of:<br />
“Bloom Consulting Country Brand Ranking”<br />
<br />
==== Wally Olins (1930-2014) ====<br />
<br />
[[File:Wallyolins.jpg|left|alt text]]<br />
Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.<br />
<br />
After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.<br />
<br />
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.<br />
<br />
He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.<br />
<br />
Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.<br />
<br />
On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.<br />
<br />
=== Other Business Professionals ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
<br />
|-<br />
|[[File:Allan.jpg|centre]]||Allan, Malcolm||Managing Director at Place Matters Ltd.||Place Matters Ltd.||[http://www.placematters.co/AboutUs.html]||PlaceMatters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.<br />
|-<br />
|[[File:Baker.jpg|centre]]||Baker, Bill||President of Total Destination Marketing||Total Destination Marketing||[http://destinationbranding.com/]||Bill Baker is Chief Strategist for Total Destination Marketing. He is recognized internationally as a leader and pioneer for his successes in marketing and branding hundreds of cities, regions, and nations with a wide range of tourism solutions. Based in Oregon, he has focused on boosting the competitiveness and performance of small cities and regions in the USA in tourism and economic development since 2000.<br />
Bill has developed successful tourism and branding strategies for dozens of locations throughout the United States and Australia. He has been directly involved in some of the most respected destination branding campaigns in the USA. While in Australia he was responsible for the highly acclaimed "Shrimp on the Barbie" campaign, which he directed for seven years. He has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world including Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as Australia's global branding and integrated marketing campaigns.<br />
Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many other leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker on place branding, energizing seminars and educational forums around the world.<br />
|-<br />
|[[File:Cromwell.jpg|centre]]||Cromwell, Thomas||President of East West Communications||East West Communications||[http://www.gbrconsulting.gr/sectors/tourism/cromwell.html]||Thomas Cromwell is the President of East West Communications and one of the world's leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as a nation branding consultant. He has travelled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia.<br />
|-<br />
|[[File:Joao_Freire.jpg|centre]]||Freire, Joao R.||Place Branding Expert||Co-founder of Ecoterra||[http://strengtheningbrandamerica.com/insight-from-experts/expert-interviews/joao-r-freire/]||Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon. <br />
|-<br />
|[[File:Kalandides.JPG|centre]]||Kalandides, Ares||Managing Director||Inpolis||[http://www.inpolis.de/inplaces-teamdetail_1_Kalandides-+Ares_en.html]||Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.<br />
|-<br />
|[[File:Levine.jpg|centre]]||Levine, Andrew||President/Chief Creative Officer at Development Counsellors International||Development Counsellors International||[http://www.linkedin.com/in/economicdevelopmentmarketing]||Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialities are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.<br />
|-<br />
|[[File:Menzel.jpg|centre]]||Menzel, Daniel Sebastian||Founder of the Berlin-based branding agency von FORMAT||von FORMAT||[http://www.nationbranding.de/site_english/experts/daniel-menzel.php]||Expertise: brand management in the area of travelling and tourism, place branding, nation branding.<br />
|-<br />
|[[File:Chris Fair.jpg|centre]]||Fair, Chris||President of Resonance Consultancy||Resonance Consultancy||[http://resonanceco.com/team/]||Chris Fair is the president of Resonance Consultancy. He holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behaviour.<br />
|-<br />
|[[File:Tom Buncle.jpeg|centre]]||Buncle, Tom||Managing Director of Yellow Railroad Ltd.||Yellow Railroad Ltd.||[https://www.linkedin.com/in/tom-buncle-723391b/]||Tom Buncle is Managing Director of Yellow Railroad Ltd., an international destination consultancy firm. He is a former Chief Executive of Visit Scotland and has worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, global travel trends and crisis recovery. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools.<br />
|-<br />
|[[File:Marcus Andersson.jpg|centre]]||Andersson, Marcus||CEO of Tendensor International||Tendensor International||[https://www.linkedin.com/in/marcus-andersson-a714681/]||Marcus Andersson is CEO and co-founder of Tendensor International. He advises countries, cities, regions and clusters on their reputation and attractiveness and leads research and consultancy projects in Northern Europe. Marcus has worked for Baltic Development Forum, the Swedish Government, and the European Commission, with communication and project management in policy areas such as cluster development, innovation, entrepreneurship and security policy, as well as with marketing in different positions. He holds an MA in Political Science from Uppsala University and an MSc. in Marketing, Business and Economics from Stockholm University School of Business. He has published a range of academic papers, articles, reports and handbooks on topics such as cluster development, macro-regional branding and general place branding.<br />
|-<br />
|[[File:Jonathan McClory.jpg|centre]]||McClory, Jonathan||Partner at Portland Communications||Portland Communications||[https://www.linkedin.com/in/jonathanmcclory/]||Jonathan McClory leads Portland’s Place Branding practice. He is a specialist in soft power, public diplomacy, cultural relations and place branding. Jonathan has advised senior government clients in the UK, Europe, and Asia on reputation, policy, and effective global engagement. Jonathan previously led the place branding initiative at the London-based creative agency Winkreative. Prior to this, he worked as a consultant in the London office of the Boston Consulting Group.<br />
Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG), where he remains an Associate. While at the IfG, Jonathan developed the world’s first composite index for measuring the soft power of countries, used as a benchmark by foreign ministries across the globe.<br />
|}<br />
<br />
== Academics ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
|-<br />
| [[File:Joseph_nye.jpg|centre]]||Nye, Joseph||Harvard University Distinguished Service Professor|| Harvard University || [https://www.hks.harvard.edu/about/faculty-staff-directory/joseph-nye] ||Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.<br />
In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.<br />
|-<br />
| [[File:Olivieira.png|centre]]||Oliveira, Eduardo||Ph.D. Researcher|| University of Groningen, the Netherlands || [http://rug.academia.edu/EduardoOliveira] ||Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.<br />
|-<br />
|[[File:Avraham.jpg|centre]]||Avraham, Eli||Academic teacher at Haifa University||Haifa University||[http://hevra.haifa.ac.il/~comm/en/staff/show_details.php?UserID=640]|| He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.<br />
|-<br />
|[[File:Braun.png|centre]]||Braun, Erik||Senior researcher and lecturer||Erasmus University, Rotterdam, the Netherlands||[http://people.few.eur.nl/braun/]||Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Go.jpg|centre]]||Go, Frank M.||Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||[http://www.rsm.nl/people/frank-go/publications/]||Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Govers.JPG|centre]]||Govers, Robert||Adjunct Associate Professor at the University of Leuven||University of Leuven||[http://www.rgovers.com/]||Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an independent place branding advisor for national, regional and city government administrations. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities constructed, perceived and experienced (2009) and editor of the International Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation management, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publications. <br />
Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Management, Erasmus University, The Netherlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.<br />
|-<br />
|[[File:Insch.jpg|centre]]||Insch, Andrea||Senior Lecturer||University of Otago, Marketing Department||[]||Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.<br />
|-<br />
|[[File:Morgan.jpg|centre]]||Morgan, Nigel||Professor of Tourism Studies||Cardiff Metropolitan University||[http://cardiffmet.academia.edu/NigelMorgan]||Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.” <br />
|-<br />
|[[File:Papadopoulos.jpg|centre]]||Papadopoulos, Nicolas||Chancellor's Professor||Sprott School of Business||[http://www.sprott.carleton.ca/faculty_and_research/npapadopoulos.html]||Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.<br />
|-<br />
|[[File:Temporal.jpg|centre]]||Temporal, Paul||Director of research and CEO.||Said Business School, University of Oxford and SXTC Global||[http://www.sxtcbrand.com/#/leadership/4535585908 ]||His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.<br />
|-<br />
|[[File:Alan Fyall.jpg|centre]]||Fyall, Alan||Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida||University of Central Florida||[https://hospitality.ucf.edu/person/alan-fyall/]||Dr. Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida. He has published widely in his fields of expertise and is the author of over 150 articles, book chapters and conference papers. He has also written 20 books, which include Tourism Principles & Practice, one of the leading international textbooks on the subject published by Pearson. Alan currently teaches International Tourism Management and Destination Marketing & Management.<br />
|-<br />
|[[File:Magdalena Florek.jpg|centre]]||Florek, Magdalena||Place marketing and branding researcher and co-founder of the Best Place Institute, also Vice Chairman of the International Place Branding Association||Best Place Institute||[https://www.linkedin.com/in/magdalena-florek-13a22813/]||Magdalena Florek is a place marketing and branding researcher and co-founder of the Best Place – European Place Marketing Institute, a place marketing think-tank. She received her Ph.D. and post-doctoral degree in Management and Marketing. Since completion of her master studies, her main focus has been place marketing. Recently her main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment.<br />
|-<br />
|[[File:Mihalis Kavaratzis.jpg|centre]]||Kavaratzis, Mihalis||Senior Lecturer in Marketing and Management and Adviser on Place Marketing/ Branding at School of Management, University of Leicester||University of Leicester||[http://www2.le.ac.uk/departments/management/people/mihalis-kavaratzis]||Mihalis Kavaratzis is a Senior Lecturer in Marketing and Management and an Adviser on Place Marketing/Branding at School of Management, University of Leicester. He has degrees in Business Administration from the University of Piraeus, Greece and in Marketing from the University of Stirling, Scotland. He also holds a PhD in City Marketing from the University of Groningen in the Netherlands and is particularly interested in the application of branding within place management.<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Experts
Experts
2017-11-02T14:04:41Z
<p>Wikieditor: /* Academics */</p>
<hr />
<div>== Companies==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="180" style="background: #e6e6e6"| Logo<br />
!scope="col" width="300" style="background: #e6e6e6"| Site<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
!scope="col" width="800" style="background: #e6e6e6"| Comment<br />
|-<br />
|[[File:Bloomlogo11.jpg|centre]]||Bloom Consulting||[http://www.bloom-consulting.com/]||Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent. Bloom Consulting specialize in place branding in five segments: Exports, Investment, Tourism, Talent and Prominence. <br />
|-<br />
|[[File:Futurebrand.png|centre]]||Future Brand||[http://www.futurebrand.com/]||FutureBrand combines expertise in brand strategy, identity, digital, retail, environmental, product and service design <br />
to define and connect every aspect of a brand experience throughout many different disciplines.<br />
|-<br />
|[[File:saffron.jpg|centre]]||Saffron||[http://www.saffron-consultants.com/]||Saffron are a global brand and innovation consultancy, who help their clients to transform themselves and their markets.<br />
|-<br />
|[[File:wolffolinslogo.gif|centre]]||Wolff Olins||[http://www.wolffolins.com/work]||Wolff Olins are international brand consultants who represent their clients in all sectors.<br />
|-<br />
|[[File:Resonance_stacked.jpg|centre]]||Resonance||[http://resonanceco.com]||Resonance work on creating new brands for the real estate, travel, tourism, hospitality and beverage industries.<br />
|-<br />
|[[File:Portland-logo.png|centre]]||Portland||[http://portland-communications.com]||Portland is a communications and public affairs consultancy.<br />
|}<br />
<br />
== Business Professionals ==<br />
<br />
=== Key Players ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="47%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[Experts#Simon Anholt|Simon Anholt]]|| Independent Policy Advisor ||Simon Anholt||[http://www.simonanholt.com/]||Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy". <br />
|-<br />
|[[Experts#Jose Filipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||[http://www.bloom-consulting.com/]||In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.<br />
|-<br />
|[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||[http://www.wallyolins.com/do.htm]||Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"<br />
|-<br />
|}<br />
<br />
<br />
==== Simon Anholt ====<br />
[[File:Simonanholt.jpg|left]]<br />
Simon Anholt is an independent policy advisor who has helped more than 50 countries engage more productively with the rest of the world. Mr Anholt is the author who coined the term ‘nation brand’ in a 1996 academic paper, although he does not believe in the act of nation branding and said: “Nation branding does not exist; it is a myth, and rather a dangerous one.”<br />
<br />
He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.<br />
<br />
Simon Anholt is an Honorary Professor at the University of East Anglia in the UK and holds a number of other honorary and advisory positions around the world.<br />
<br />
His most important recent project is the introduction of the concept of Good Country and the development of the Good Country Index, which measures what each country on Earth contributes to the common good of humanity, and what it takes away, relative to its size. The concept was introduced in his TEDSalon talk in June 2014.<br />
<br />
He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union.<br />
Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.<br />
<br />
Mr Anholt has published five books about Nation Brand. He is the founder and Editor Emeritus of an academic journal on the same subject, and each year since 2005 has published two major global surveys tracking public perceptions of countries and cities. He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).<br />
<br />
Click [[Simon Anholt|here]] if you need more information.<br />
<br />
==== José Filipe Torres ====<br />
[[File:Josefillipetorres.jpg|left]]<br />
José Filipe Torres is one of the world’s top experts in country branding as well as CEO and founding partner of Bloom Consulting, a firm that specialises in Nation Branding and place branding. Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.<br />
<br />
Mr Torres has been advising countries in the field of strategy and branding for the last 14 years. Already working for over 40 countries, regions and cities across all continents. He also collaborates with OECD and the World Economic Forum. Bloom Consulting, the company Mr Torres presides, introduced a new concept to the field of Country Branding in 2015 – #Digital Country (a country or a place that has triggered proactive interest from different stakeholders towards that country or that place in the digital world).<br />
Every year Bloom Consulting publishes a renowned set of brand rankings, measuring the brand appeal of countries in the digital world (The Digital Country Index), the effectiveness of country brands in attracting tourism and investment (Bloom Consulting Country Brand Ranking). The rankings are based on the data from the proprietary analytical software Digital Demand - D2©.<br />
<br />
He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres has also been a guest speaker at some of the most prestigious universities in the world, such as Harvard University, London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.<br />
<br />
Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia.<br />
Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.<br />
<br />
In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. <br />
This research is published every year under the name of:<br />
“Bloom Consulting Country Brand Ranking”<br />
<br />
==== Wally Olins (1930-2014) ====<br />
<br />
[[File:Wallyolins.jpg|left|alt text]]<br />
Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.<br />
<br />
After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.<br />
<br />
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.<br />
<br />
He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.<br />
<br />
Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.<br />
<br />
On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.<br />
<br />
=== Other Business Professionals ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
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!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
<br />
|-<br />
|[[File:Allan.jpg|centre]]||Allan, Malcolm||Managing Director at Place Matters Ltd.||Place Matters Ltd.||[http://www.placematters.co/AboutUs.html]||PlaceMatters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.<br />
|-<br />
|[[File:Baker.jpg|centre]]||Baker, Bill||President of Total Destination Marketing||Total Destination Marketing||[http://destinationbranding.com/]||Bill Baker is Chief Strategist for Total Destination Marketing. He is recognized internationally as a leader and pioneer for his successes in marketing and branding hundreds of cities, regions, and nations with a wide range of tourism solutions. Based in Oregon, he has focused on boosting the competitiveness and performance of small cities and regions in the USA in tourism and economic development since 2000.<br />
Bill has developed successful tourism and branding strategies for dozens of locations throughout the United States and Australia. He has been directly involved in some of the most respected destination branding campaigns in the USA. While in Australia he was responsible for the highly acclaimed "Shrimp on the Barbie" campaign, which he directed for seven years. He has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world including Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as Australia's global branding and integrated marketing campaigns.<br />
Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many other leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker on place branding, energizing seminars and educational forums around the world.<br />
|-<br />
|[[File:Cromwell.jpg|centre]]||Cromwell, Thomas||President of East West Communications||East West Communications||[http://www.gbrconsulting.gr/sectors/tourism/cromwell.html]||Thomas Cromwell is the President of East West Communications and one of the world's leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as a nation branding consultant. He has travelled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia.<br />
|-<br />
|[[File:Joao_Freire.jpg|centre]]||Freire, Joao R.||Place Branding Expert||Co-founder of Ecoterra||[http://strengtheningbrandamerica.com/insight-from-experts/expert-interviews/joao-r-freire/]||Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon. <br />
|-<br />
|[[File:Kalandides.JPG|centre]]||Kalandides, Ares||Managing Director||Inpolis||[http://www.inpolis.de/inplaces-teamdetail_1_Kalandides-+Ares_en.html]||Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.<br />
|-<br />
|[[File:Levine.jpg|centre]]||Levine, Andrew||President/Chief Creative Officer at Development Counsellors International||Development Counsellors International||[http://www.linkedin.com/in/economicdevelopmentmarketing]||Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialities are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.<br />
|-<br />
|[[File:Menzel.jpg|centre]]||Menzel, Daniel Sebastian||Founder of the Berlin-based branding agency von FORMAT||von FORMAT||[http://www.nationbranding.de/site_english/experts/daniel-menzel.php]||Expertise: brand management in the area of travelling and tourism, place branding, nation branding.<br />
|-<br />
|[[File:Chris Fair.jpg|centre]]||Fair, Chris||President of Resonance Consultancy||Resonance Consultancy||[http://resonanceco.com/team/]||Chris Fair is the president of Resonance Consultancy. He holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behaviour.<br />
|-<br />
|[[File:Tom Buncle.jpeg|centre]]||Buncle, Tom||Managing Director of Yellow Railroad Ltd.||Yellow Railroad Ltd.||[https://www.linkedin.com/in/tom-buncle-723391b/]||Tom Buncle is Managing Director of Yellow Railroad Ltd., an international destination consultancy firm. He is a former Chief Executive of Visit Scotland and has worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, global travel trends and crisis recovery. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools.<br />
|-<br />
|[[File:Marcus Andersson.jpg|centre]]||Andersson, Marcus||CEO of Tendensor International||Tendensor International||[https://www.linkedin.com/in/marcus-andersson-a714681/]||Marcus Andersson is CEO and co-founder of Tendensor International. He advises countries, cities, regions and clusters on their reputation and attractiveness and leads research and consultancy projects in Northern Europe. Marcus has worked for Baltic Development Forum, the Swedish Government, and the European Commission, with communication and project management in policy areas such as cluster development, innovation, entrepreneurship and security policy, as well as with marketing in different positions. He holds an MA in Political Science from Uppsala University and an MSc. in Marketing, Business and Economics from Stockholm University School of Business. He has published a range of academic papers, articles, reports and handbooks on topics such as cluster development, macro-regional branding and general place branding.<br />
|-<br />
|[[File:Jonathan McClory.jpg|centre]]||McClory, Jonathan||Partner at Portland Communications||Portland Communications||[https://www.linkedin.com/in/jonathanmcclory/]||Jonathan McClory leads Portland’s Place Branding practice. He is a specialist in soft power, public diplomacy, cultural relations and place branding. Jonathan has advised senior government clients in the UK, Europe, and Asia on reputation, policy, and effective global engagement. Jonathan previously led the place branding initiative at the London-based creative agency Winkreative. Prior to this, he worked as a consultant in the London office of the Boston Consulting Group.<br />
Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG), where he remains an Associate. While at the IfG, Jonathan developed the world’s first composite index for measuring the soft power of countries, used as a benchmark by foreign ministries across the globe.<br />
|}<br />
<br />
== Academics ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="8%" style="background: #e6e6e6"| Photo<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
|-<br />
| [[File:Joseph_nye.jpg|centre]]||Nye, Joseph||Harvard University Distinguished Service Professor|| Harvard University || [https://www.hks.harvard.edu/about/faculty-staff-directory/joseph-nye] ||Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.<br />
In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.<br />
|-<br />
| [[File:Olivieira.png|centre]]||Oliveira, Eduardo||Ph.D. Researcher|| University of Groningen, the Netherlands || [http://rug.academia.edu/EduardoOliveira] ||Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.<br />
|-<br />
|[[File:Avraham.jpg|centre]]||Avraham, Eli||Academic teacher at Haifa University||Haifa University||[http://hevra.haifa.ac.il/~comm/en/staff/show_details.php?UserID=640]|| He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.<br />
|-<br />
|[[File:Braun.png|centre]]||Braun, Erik||Senior researcher and lecturer||Erasmus University, Rotterdam, the Netherlands||[http://people.few.eur.nl/braun/]||Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Go.jpg|centre]]||Go, Frank M.||Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||[http://www.rsm.nl/people/frank-go/publications/]||Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Govers.JPG|centre]]||Govers, Robert||Adjunct Associate Professor at the University of Leuven||University of Leuven||[http://www.rgovers.com/]||Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an independent place branding advisor for national, regional and city government administrations. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities constructed, perceived and experienced (2009) and editor of the International Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation management, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publications. <br />
Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Management, Erasmus University, The Netherlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.<br />
|-<br />
|[[File:Insch.jpg|centre]]||Insch, Andrea||Senior Lecturer||University of Otago, Marketing Department||[]||Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.<br />
|-<br />
|[[File:Morgan.jpg]]||Morgan, Nigel||Professor of Tourism Studies||Cardiff Metropolitan University||[http://cardiffmet.academia.edu/NigelMorgan]||Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.” <br />
|-<br />
|[[File:Papadopoulos.jpg]]||Papadopoulos, Nicolas||Chancellor's Professor||Sprott School of Business||[http://www.sprott.carleton.ca/faculty_and_research/npapadopoulos.html]||Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.<br />
|-<br />
|[[File:Temporal.jpg|centre]]||Temporal, Paul||Director of research and CEO.||Said Business School, University of Oxford and SXTC Global||[http://www.sxtcbrand.com/#/leadership/4535585908 ]||His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.<br />
|-<br />
|[[File:Alan Fyall.jpg|centre]]||Fyall, Alan||Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida||University of Central Florida||[https://hospitality.ucf.edu/person/alan-fyall/]||Dr. Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida. He has published widely in his fields of expertise and is the author of over 150 articles, book chapters and conference papers. He has also written 20 books, which include Tourism Principles & Practice, one of the leading international textbooks on the subject published by Pearson. Alan currently teaches International Tourism Management and Destination Marketing & Management.<br />
|-<br />
|[[File:Magdalena Florek.jpg|centre]]||Florek, Magdalena||Place marketing and branding researcher and co-founder of the Best Place Institute, also Vice Chairman of the International Place Branding Association||Best Place Institute||[https://www.linkedin.com/in/magdalena-florek-13a22813/]||Magdalena Florek is a place marketing and branding researcher and co-founder of the Best Place – European Place Marketing Institute, a place marketing think-tank. She received her Ph.D. and post-doctoral degree in Management and Marketing. Since completion of her master studies, her main focus has been place marketing. Recently her main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment.<br />
|-<br />
|[[File:Mihalis Kavaratzis.jpg|centre]]||Kavaratzis, Mihalis||Senior Lecturer in Marketing and Management and Adviser on Place Marketing/ Branding at School of Management, University of Leicester||University of Leicester||[http://www2.le.ac.uk/departments/management/people/mihalis-kavaratzis]||Mihalis Kavaratzis is a Senior Lecturer in Marketing and Management and an Adviser on Place Marketing/Branding at School of Management, University of Leicester. He has degrees in Business Administration from the University of Piraeus, Greece and in Marketing from the University of Stirling, Scotland. He also holds a PhD in City Marketing from the University of Groningen in the Netherlands and is particularly interested in the application of branding within place management.<br />
|}</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Mihalis_Kavaratzis.jpg
File:Mihalis Kavaratzis.jpg
2017-11-02T14:02:40Z
<p>Wikieditor: Mihalis Kavaratzis Expert's Photo</p>
<hr />
<div>Mihalis Kavaratzis Expert's Photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Magdalena_Florek.jpg
File:Magdalena Florek.jpg
2017-11-02T14:02:05Z
<p>Wikieditor: Magdalena Florek Expert's photo</p>
<hr />
<div>Magdalena Florek Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/File:Alan_Fyall.jpg
File:Alan Fyall.jpg
2017-11-02T14:01:41Z
<p>Wikieditor: Alan Fyall Expert's photo</p>
<hr />
<div>Alan Fyall Expert's photo</div>
Wikieditor
https://www.countrybrandingwiki.org/index.php/Experts
Experts
2017-11-02T13:56:02Z
<p>Wikieditor: /* Other Business Professionals */</p>
<hr />
<div>== Companies==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="180" style="background: #e6e6e6"| Logo<br />
!scope="col" width="300" style="background: #e6e6e6"| Site<br />
!scope="col" width="120" style="background: #e6e6e6"| Link<br />
!scope="col" width="800" style="background: #e6e6e6"| Comment<br />
|-<br />
|[[File:Bloomlogo11.jpg|centre]]||Bloom Consulting||[http://www.bloom-consulting.com/]||Nation branding experts working exclusively with countries, regions and cities in the field of tourism, trade and talent. Bloom Consulting specialize in place branding in five segments: Exports, Investment, Tourism, Talent and Prominence. <br />
|-<br />
|[[File:Futurebrand.png|centre]]||Future Brand||[http://www.futurebrand.com/]||FutureBrand combines expertise in brand strategy, identity, digital, retail, environmental, product and service design <br />
to define and connect every aspect of a brand experience throughout many different disciplines.<br />
|-<br />
|[[File:saffron.jpg|centre]]||Saffron||[http://www.saffron-consultants.com/]||Saffron are a global brand and innovation consultancy, who help their clients to transform themselves and their markets.<br />
|-<br />
|[[File:wolffolinslogo.gif|centre]]||Wolff Olins||[http://www.wolffolins.com/work]||Wolff Olins are international brand consultants who represent their clients in all sectors.<br />
|-<br />
|[[File:Resonance_stacked.jpg|centre]]||Resonance||[http://resonanceco.com]||Resonance work on creating new brands for the real estate, travel, tourism, hospitality and beverage industries.<br />
|-<br />
|[[File:Portland-logo.png|centre]]||Portland||[http://portland-communications.com]||Portland is a communications and public affairs consultancy.<br />
|}<br />
<br />
== Business Professionals ==<br />
<br />
=== Key Players ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
|-<br />
!scope="col" width="15%" style="background: #e6e6e6"| Name <br />
!scope="col" width="15%" style="background: #e6e6e6"| Title <br />
!scope="col" width="15%" style="background: #e6e6e6"| Organisation<br />
!scope="col" width="8%" style="background: #e6e6e6"|Link<br />
!scope="col" width="47%" style="background: #e6e6e6"|Comment<br />
|-<br />
|[[Experts#Simon Anholt|Simon Anholt]]|| Independent Policy Advisor ||Simon Anholt||[http://www.simonanholt.com/]||Strategies for over 40 countries including: Mexico, Germany, Bhutan, the Netherlands, Chile, South Korea, Tanzania, Sweden, The Faroe Islands, plus numerous cities and regions. Publications: "Brand America. The mother of all brands"; Places: Identity, Image and Reputation; Competitive Identity: the new brand management for nations, cities and regions; journal: "Place Branding and Public Diplomacy". <br />
|-<br />
|[[Experts#Jose Filipe Torres|Jose Filipe Torres]]||CEO||Bloom Consulting||[http://www.bloom-consulting.com/]||In 2014, José Torres' Bloom Consulting officially launched a new research tool called Digital Demand© (D2©), an innovative way of understanding a nation, city or region online appeal to international tourists. This tool is currently being used by the Tourism Boards of Austria, Germany, Sweden, Aruba, Seychelles, Aruba, Malta, Latvia, Brussels, Madrid and Helsinki, as well as the Investment Promotion Agencies of Latvia, Cape Verde and several european cities.<br />
|-<br />
|[[Experts#Wally Olins|Wally Olins]]||Chairman||Saffron Brand Consultants||[http://www.wallyolins.com/do.htm]||Strategies for Mauritius, Northern Ireland, Poland, Portugal, Vietnam, London. Publications: "Trading Identities. Why countries and companies are taking on each other's role"<br />
|-<br />
|}<br />
<br />
<br />
==== Simon Anholt ====<br />
[[File:Simonanholt.jpg|left]]<br />
Simon Anholt is an independent policy advisor who has helped more than 50 countries engage more productively with the rest of the world. Mr Anholt is the author who coined the term ‘nation brand’ in a 1996 academic paper, although he does not believe in the act of nation branding and said: “Nation branding does not exist; it is a myth, and rather a dangerous one.”<br />
<br />
He has advised the Heads of State, Heads of Government, administrations, business and civil society leaders of more than 40 countries as well as numerous regions and cities.<br />
<br />
Simon Anholt is an Honorary Professor at the University of East Anglia in the UK and holds a number of other honorary and advisory positions around the world.<br />
<br />
His most important recent project is the introduction of the concept of Good Country and the development of the Good Country Index, which measures what each country on Earth contributes to the common good of humanity, and what it takes away, relative to its size. The concept was introduced in his TEDSalon talk in June 2014.<br />
<br />
He is the founder and publisher of the global annual research studies: Anholt-GfK Roper Nation Brands Index, Anholt-GfK Roper City Brands Index and Anholt-GfK Roper State Brands Index, three major surveys that use a panel of over 20,000 people in 25 countries to monitor global perceptions of 50 countries, 50 cities and the 52 States of the Union.<br />
Anholt is a Parliamentarian of the European Cultural Parliament. He was awarded the "Nobels Colloquia Prize for Economics in Trieste", not to be confused with the Nobel Prize, in 2009 and the Prix d'Excellence du Forum Multiculturel pour un Développement Durable (Award for Excellence in Sustainable Development) at the 7th Multicultural Forum at the Palais de la Découverte, Paris, in 2010.<br />
<br />
Mr Anholt has published five books about Nation Brand. He is the founder and Editor Emeritus of an academic journal on the same subject, and each year since 2005 has published two major global surveys tracking public perceptions of countries and cities. He is the author of the book 'Another One Bites The Grass' and editor of the quarterly journal 'Place Branding and Public Diplomacy'. His book on the role of brands in economic development 'Brand New Justice' was first published in 2003. He is a co-author of Beyond Branding (Kogan Page 2003), Brands and Branding (The Economist 2003), Heritage and Identity – Shaping the Nations of the North (Donhead 2002) and Destination Marketing (Butterworth Heinemann 2001/2003/2009). His more recent books are 'Brand America', (Cyan Books 2004 and 2009); 'Competitive Identity: the New Brand Management for Nations, Cities and Region' (Palgrave Macmillan 2007); and 'Places: Image, Identity and Reputation' (Palgrave Macmillan 2010).<br />
<br />
Click [[Simon Anholt|here]] if you need more information.<br />
<br />
==== José Filipe Torres ====<br />
[[File:Josefillipetorres.jpg|left]]<br />
José Filipe Torres is one of the world’s top experts in country branding as well as CEO and founding partner of Bloom Consulting, a firm that specialises in Nation Branding and place branding. Starting from the early age of eighteen, Mr. Torres has been working in the Consulting and Marketing industry across the world. The American company, FutureBrand, invited him to join the company in 2001, where he was responsible for the first Country Branding project ever developed in the company. In 2003 he founded Bloom Consulting, where he currently works as the CEO.<br />
<br />
Mr Torres has been advising countries in the field of strategy and branding for the last 14 years. Already working for over 40 countries, regions and cities across all continents. He also collaborates with OECD and the World Economic Forum. Bloom Consulting, the company Mr Torres presides, introduced a new concept to the field of Country Branding in 2015 – #Digital Country (a country or a place that has triggered proactive interest from different stakeholders towards that country or that place in the digital world).<br />
Every year Bloom Consulting publishes a renowned set of brand rankings, measuring the brand appeal of countries in the digital world (The Digital Country Index), the effectiveness of country brands in attracting tourism and investment (Bloom Consulting Country Brand Ranking). The rankings are based on the data from the proprietary analytical software Digital Demand - D2©.<br />
<br />
He has been interviewed by The Economist, Forbes Magazine and CNN and today he is considered by many as one of the top global specialists in Country Branding. He is regularly invited as a key note speaker to several conferences across the world, such as the Institute of Cultural Diplomacy (ICD), Berlin; Baltic Development Forum, Helsinki; Federação das Indústrias do Estado de São Paulo; Poland Brand Positioning (together with the Polish Minister of Economy), Warsaw; Latvia competitiveness Forum (together with the Latvian Minister of Economy), Riga. Mr. Torres has also been a guest speaker at some of the most prestigious universities in the world, such as Harvard University, London Business School, IE Business School, Solvay Brussels School of Economics, ESADE Business School, Stockholm School of Economics.<br />
<br />
Mr. Torres works directly with heads of state. In his list of clients, you can find the Bulgarian, Polish, Portuguese, Spanish and Latvian governments, along with many others countries and regions in Europe, South America and Asia.<br />
Mr. Torres is also a guest at the United Nations WTO Panel of Tourism Experts.<br />
<br />
In 2011, his company initiated a global research project, in which 193 countries were analyzed on their respective brand performance. <br />
This research is published every year under the name of:<br />
“Bloom Consulting Country Brand Ranking”<br />
<br />
==== Wally Olins (1930-2014) ====<br />
<br />
[[File:Wallyolins.jpg|left|alt text]]<br />
Wally Olins (19 December 1930 – 14 April 2014) was the Chairman of Saffron Brand Consultants of London, Madrid, Mumbai and New York.<br />
<br />
After studying history at the University of Oxford he went into advertising in London. He was sent to India and his first big job was as head of what became Ogilvy and Mather in Mumbai, where he lived for five years. He came back to London and co-founded Wolff Olins. There he was Chairman until 1997. He founded Saffron Brand Consultants in 2001 with an ex-colleague from Wolff Olins, Jacob Benbunan.<br />
<br />
Wally Olins has advised many of the world’s leading organisations on identity, branding, communication and other related matters. These include 3i, Akzo Nobel, Repsol, Q8, The Portuguese Tourist Board, BT, Prudential, Renault, Volkswagen, and Tata. He has acted as advisor both to McKinsey and Bain on branding and marketing.<br />
<br />
He worked for a number of cities and countries on national brand image including London, Mauritius, Northern Ireland, Poland, Portugal, Vietnam.<br />
<br />
Wally Olins wrote several books including the seminal work ‘Corporate Identity’. His book ‘Wally Olins: On Brand’ was published in 20 countries. His latest book 'Wally Olins: The Brand Handbook' was published in May 2008. He taught at many Business Schools including London Business School, Said Business School at Oxford, Lancaster University, Imperial College Business School, Copenhagen Business School and Duxx University in Mexico, and he held seminars on branding and communication issues around the world.<br />
<br />
On 9 September 2010, Wally Olins was appointed to create a brand idea and brand identity for the state of West Bengal, India, three months after he had met the chief minister of the state with a proposal to position the state as a place to invest in, study in, work in and visit as a tourist (as reported in The Telegraph). He was awarded a CBE in 1999. He was nominated for the Prince Philip Designers Prize in 1999 and received the Royal Society of Arts’ Bicentenary Medal in 2000. He was given the D&AD President’s Award in 2003. He was given the Reputation Institute’s first ever Lifetime Achievement Award in 2006.<br />
<br />
=== Other Business Professionals ===<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
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|[[File:Allan.jpg|centre]]||Allan, Malcolm||Managing Director at Place Matters Ltd.||Place Matters Ltd.||[http://www.placematters.co/AboutUs.html]||PlaceMatters was founded in 2012 by Malcolm Allan. Malcolm Allan is a qualified town planner who has worked as a place maker and place brander for forty years in both the public and private sectors in the UK and in many other places around the world. In 2003, he co-founded Placebrands, the world’s first dedicated place brand agency, and then joined Locum Destination Consulting in 2007 to lead on its destination brand work. In 2009 he joined the Development Solutions Team at Colliers CRE and managed the work of its international development team, developing his specialism as a place and destination brander and manager.<br />
|-<br />
|[[File:Baker.jpg|centre]]||Baker, Bill||President of Total Destination Marketing||Total Destination Marketing||[http://destinationbranding.com/]||Bill Baker is Chief Strategist for Total Destination Marketing. He is recognized internationally as a leader and pioneer for his successes in marketing and branding hundreds of cities, regions, and nations with a wide range of tourism solutions. Based in Oregon, he has focused on boosting the competitiveness and performance of small cities and regions in the USA in tourism and economic development since 2000.<br />
Bill has developed successful tourism and branding strategies for dozens of locations throughout the United States and Australia. He has been directly involved in some of the most respected destination branding campaigns in the USA. While in Australia he was responsible for the highly acclaimed "Shrimp on the Barbie" campaign, which he directed for seven years. He has produced tourism strategies for the Sydney 2000 Olympic Games and has been asked to provide strategic counsel to destinations around the world including Hong Kong, Guam, India, Macau, and Saudi Arabia, as well as Australia's global branding and integrated marketing campaigns.<br />
Bill has been interviewed by CNN, NPR, The Travel Channel, New York Times, Los Angeles Times, New Yorker, Forbes, Inc, USA Today, as well as many other leading international outlets. He is widely published and is the author of the best-seller, “Destination Branding for Small Cities”. He is always in demand as a speaker on place branding, energizing seminars and educational forums around the world.<br />
|-<br />
|[[File:Cromwell.jpg|centre]]||Cromwell, Thomas||President of East West Communications||East West Communications||[http://www.gbrconsulting.gr/sectors/tourism/cromwell.html]||Thomas Cromwell is the President of East West Communications and one of the world's leading experts on nation branding. In 2005, the WTO Press and Information Department invited him and East West to serve as a nation branding consultant. He has travelled to over 110 countries and worked with many governments on their branding and communications needs, including the preparation of country reports for The Washington Post, The Washington Times and other media. Countries he has worked with include Greece, Egypt, Kazakhstan, Ukraine, Fiji, Peru, Liechtenstein, Singapore and Zambia.<br />
|-<br />
|[[File:Joao_Freire.jpg|centre]]||Freire, Joao R.||Place Branding Expert||Co-founder of Ecoterra||[http://strengtheningbrandamerica.com/insight-from-experts/expert-interviews/joao-r-freire/]||Joao R. Freire has worked in the fields of finance and marketing for several multinational companies in Brazil, Portugal and the United Kingdom. He holds a PhD in Place Branding from the London Metropolitan University (UK), where he is also a guest lecturer in marketing. His research focused on the analysis of the interaction between "place brands" and consumers. Joao’s greatest interest is in branding and, more specifically, Place Branding. After years of quantitative and qualitative research and working on branding issues, he has developed new ideas and a unique methodology for brand identity construction. He is a frequent speaker and author, with his work focusing on topics to do with branding. His articles have appeared in international publications such as Place Branding, Journal of Brand Management, Social Responsibility Journal, the Journal of Tourism and Development and the book 'Nation Branding: Concepts, Issues, Practice'. He has also been invited to serve as a reviewer for the Place Branding Journal, which is published by Palgrave Macmillan, London, UK. Joao works as a Brand Consultant for Brandia Central in Lisbon. <br />
|-<br />
|[[File:Kalandides.JPG|centre]]||Kalandides, Ares||Managing Director||Inpolis||[http://www.inpolis.de/inplaces-teamdetail_1_Kalandides-+Ares_en.html]||Editorial member of the Journal of Place Management and Development and organiser of conferences on place branding.<br />
|-<br />
|[[File:Levine.jpg|centre]]||Levine, Andrew||President/Chief Creative Officer at Development Counsellors International||Development Counsellors International||[http://www.linkedin.com/in/economicdevelopmentmarketing]||Andrew Levine is currently in the Board of Directors at the International Economic Development Council and he is the President/Chief Creative Officer at Development Counsellors International. He has more than twenty years of experience in "Marketing Places" - working for a broad range of countries, states, regions, cities and other communities. His specialities are economic development marketing, travel marketing, place branding, media relations, and prospect development/qualification.<br />
|-<br />
|[[File:Menzel.jpg|centre]]||Menzel, Daniel Sebastian||Founder of the Berlin-based branding agency von FORMAT||von FORMAT||[http://www.nationbranding.de/site_english/experts/daniel-menzel.php]||Expertise: brand management in the area of travelling and tourism, place branding, nation branding.<br />
|-<br />
|[[File:Chris Fair.jpg|centre]]||Fair, Chris||President of Resonance Consultancy||Resonance Consultancy||[http://resonanceco.com/team/]||Chris Fair is the president of Resonance Consultancy. He holds a Masters Degree in Studies of the Future and has married his marketing expertise with futures methodologies to help clients envision and develop new places, products and organizations. Over the course of his career, Chris has led the branding and marketing of dozens of communities and destinations ranging from master planned destination resorts to entire cities. He is also a frequent public speaker, keen to share his insights on development trends and societal behaviour.<br />
|-<br />
|[[File:Tom Buncle.jpeg|centre]]||Buncle, Tom||Managing Director of Yellow Railroad Ltd.||Yellow Railroad Ltd.||[https://www.linkedin.com/in/tom-buncle-723391b/]||Tom Buncle is Managing Director of Yellow Railroad Ltd., an international destination consultancy firm. He is a former Chief Executive of Visit Scotland and has worked for Visit Britain in the USA, Canada, Scandinavia and Southeast Asia. He is also an author and lecturer on destination branding, tourism marketing, global travel trends and crisis recovery. He authored the definitive Handbook on Tourism Destination Branding, published by the United Nations World Tourism Organisation (UNWTO) and European Travel Commission (ETC). He speaks regularly at international conferences and lectures at universities and business schools.<br />
|-<br />
|[[File:Marcus Andersson.jpg|centre]]||Andersson, Marcus||CEO of Tendensor International||Tendensor International||[https://www.linkedin.com/in/marcus-andersson-a714681/]||Marcus Andersson is CEO and co-founder of Tendensor International. He advises countries, cities, regions and clusters on their reputation and attractiveness and leads research and consultancy projects in Northern Europe. Marcus has worked for Baltic Development Forum, the Swedish Government, and the European Commission, with communication and project management in policy areas such as cluster development, innovation, entrepreneurship and security policy, as well as with marketing in different positions. He holds an MA in Political Science from Uppsala University and an MSc. in Marketing, Business and Economics from Stockholm University School of Business. He has published a range of academic papers, articles, reports and handbooks on topics such as cluster development, macro-regional branding and general place branding.<br />
|-<br />
|[[File:Jonathan McClory.jpg|centre]]||McClory, Jonathan||Partner at Portland Communications||Portland Communications||[https://www.linkedin.com/in/jonathanmcclory/]||Jonathan McClory leads Portland’s Place Branding practice. He is a specialist in soft power, public diplomacy, cultural relations and place branding. Jonathan has advised senior government clients in the UK, Europe, and Asia on reputation, policy, and effective global engagement. Jonathan previously led the place branding initiative at the London-based creative agency Winkreative. Prior to this, he worked as a consultant in the London office of the Boston Consulting Group.<br />
Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG), where he remains an Associate. While at the IfG, Jonathan developed the world’s first composite index for measuring the soft power of countries, used as a benchmark by foreign ministries across the globe.<br />
|}<br />
<br />
== Academics ==<br />
<br />
{| class="wikitable sortable" style="margin-left:auto;margin-right:auto" cellspacing="0"<br />
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!scope="col" width="39%" style="background: #e6e6e6"|Comment<br />
|-<br />
| [[File:Joseph_nye.jpg|centre]]||Nye, Joseph||Harvard University Distinguished Service Professor|| Harvard University || [https://www.hks.harvard.edu/about/faculty-staff-directory/joseph-nye] ||Professor Joseph Nye is an internationally recognised Harvard University professor who, for the first time, in 1990, formulated the concept of ‘soft power’. The notion became internationally known thanks to a piece Professor Nye wrote in ‘Foreign Policy’.<br />
In 2014, he was appointed by the Secretary of State John Kerry to the Foreign Affairs Policy Board. Professor Nye also serves as a Commissioner for the Global Commission on Internet Governance.<br />
|-<br />
| [[File:Olivieira.png|centre]]||Oliveira, Eduardo||Ph.D. Researcher|| University of Groningen, the Netherlands || [http://rug.academia.edu/EduardoOliveira] ||Eduardo Oliveira is a Ph.D. researcher in Spatial Planning and Environment, Faculty of Spatial Sciences of the University of Groningen, in the Netherlands. Oliveira is also an author at Place Brands. His work focuses on the theory and practice of place branding in strategic spatial planning and his papers include place branding as a strategic spatial planning.<br />
|-<br />
|[[File:Avraham.jpg|centre]]||Avraham, Eli||Academic teacher at Haifa University||Haifa University||[http://hevra.haifa.ac.il/~comm/en/staff/show_details.php?UserID=640]|| He is a senior lecturer in the University of Haifa, Israel. He has published numerous articles on a variety of subjects in professional journals and has also written a few award-winning books, including 'Campaigns for Promoting and Marketing Cities in Israel' (2003) and 'Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations' (2008). Professor Avraham has delivered keynote speeches and received an award from the International Communication Association for his research on Israeli advertising.<br />
|-<br />
|[[File:Braun.png|centre]]||Braun, Erik||Senior researcher and lecturer||Erasmus University, Rotterdam, the Netherlands||[http://people.few.eur.nl/braun/]||Erik Braun is a Senior Researcher and Lecturer in Urban Economics and Urban Management at the Erasmus School of Economics, Erasmus University, Rotterdam, The Netherlands. His specialization is city marketing and he has been invited by many cities in Europe as a city marketing expert. He is the (co)author of several books, numerous research reports and has published in journals such as Urban Studies and Environment and Planning. His PhD thesis was titled ‘City Marketing – Towards an Integrated Approach’. He is also one of the initiators of the National City Marketing Monitor in The Netherlands – the first large-scale survey about the practice of city marketing in The Netherlands. Erik Braun teaches City Marketing and Urban and Regional Economics in the educational programs of the Erasmus School of Economics. He contributed to the International International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Go.jpg|centre]]||Go, Frank M.||Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands.||[http://www.rsm.nl/people/frank-go/publications/]||Frank M. Go is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, and sustainable business development. He serves as Academic Director of a joint MSc program between the RSM and the Hotel School, The Hague, The Netherlands, and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-)written more than 125 journal articles, official reports and book chapters, in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. He made contributions to the International Place Branding Yearbook 2011.<br />
|-<br />
|[[File:Govers.JPG|centre]]||Govers, Robert||Adjunct Associate Professor at the University of Leuven||University of Leuven||[http://www.rgovers.com/]||Robert Govers is an adjunct associate professor at the University of Leuven, Belgium, and a visiting scholar at the Rotterdam School of Management, The Netherlands, IULM University Milano, Italy, and several institutes in Dubai, United Arab Emirates. He also teaches Place Branding on the UNESCO World Heritage at Work Master programme in Torino, Italy. Besides this, Govers is an independent place branding advisor for national, regional and city government administrations. Govers is co-editor of the quarterly journal, Place Branding and Public Diplomacy. Together with Prof. Dr. Frank Go he is the author of: Place Branding: Glocal, virtual and physical, identities constructed, perceived and experienced (2009) and editor of the International Place Branding Yearbook Series (2010, 2011 and 2012) all with Palgrave Macmillan. He also co-authored over forty journal articles, book chapters and conference papers in the field of place branding, tourism, reputation management, e-commerce and marketing research. Govers has delivered over sixty public speeches and over twenty business publications. <br />
Govers has both a doctorate(2005) and master’s degree (1995) from the Rotterdam School of Management, Erasmus University, The Netherlands. He is also a member of the jury for the Dutch City Marketing Innovation Award.<br />
|-<br />
|[[File:Insch.jpg|centre]]||Insch, Andrea||Senior Lecturer||University of Otago, Marketing Department||[]||Dr. Andrea Insch’s research expertise is focused on place-based marketing, with an emphasis on understanding and measuring the ways that place identity can create stakeholder value. She is working on defining and measuring place brand equity in New Zealand’s cities and regions and hopes to extend this research to other countries. She was recently awarded a School of Business Emerging Researcher Award.<br />
|-<br />
|[[File:Morgan.jpg]]||Morgan, Nigel||Professor of Tourism Studies||Cardiff Metropolitan University||[http://cardiffmet.academia.edu/NigelMorgan]||Several publications on destination branding such as, “New Zealand, 100% Pure. The creation of a powerful niche destination brand.” <br />
|-<br />
|[[File:Papadopoulos.jpg]]||Papadopoulos, Nicolas||Chancellor's Professor||Sprott School of Business||[http://www.sprott.carleton.ca/faculty_and_research/npapadopoulos.html]||Publications: "Place Image and Place Branding: What the Data Tells Us", "Place Branding: Evolution, Meaning and Implications", “The Rise of Country Branding: Implications for Business in Developed and Developing Countries”, in Jozsef Beràcs, ed., New Frontiers in Marketing Strategy: Brand Value and Business Success.<br />
|-<br />
|[[File:Temporal.jpg|centre]]||Temporal, Paul||Director of research and CEO.||Said Business School, University of Oxford and SXTC Global||[http://www.sxtcbrand.com/#/leadership/4535585908 ]||His works include 'Branding in Asia: The creation, development and management of Asian brands for the global market' and 'Islamic Branding and Marketing: Creating a Global Islamic Business'. He has also lectured about Country Branding at Said Business School.<br />
|-<br />
|||Fyall, Alan||Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida||University of Central Florida||[https://hospitality.ucf.edu/person/alan-fyall/]||Dr. Alan Fyall is Orange County Endowed Professor of Tourism Marketing and Graduate Programs Director at the Rosen College of Hospitality Management, University of Central Florida. He has published widely in his fields of expertise and is the author of over 150 articles, book chapters and conference papers. He has also written 20 books, which include Tourism Principles & Practice, one of the leading international textbooks on the subject published by Pearson. Alan currently teaches International Tourism Management and Destination Marketing & Management.<br />
|-<br />
|||Florek, Magdalena||Place marketing and branding researcher and co-founder of the Best Place Institute, also Vice Chairman of the International Place Branding Association||Best Place Institute||[https://www.linkedin.com/in/magdalena-florek-13a22813/]||Magdalena Florek is a place marketing and branding researcher and co-founder of the Best Place – European Place Marketing Institute, a place marketing think-tank. She received her Ph.D. and post-doctoral degree in Management and Marketing. Since completion of her master studies, her main focus has been place marketing. Recently her main interest has been place brand equity as a tool to measure place branding performance, as well as place attachment.<br />
|-<br />
|||Kavaratzis, Mihalis||Senior Lecturer in Marketing and Management and Adviser on Place Marketing/ Branding at School of Management, University of Leicester||University of Leicester||[http://www2.le.ac.uk/departments/management/people/mihalis-kavaratzis]||Mihalis Kavaratzis is a Senior Lecturer in Marketing and Management and an Adviser on Place Marketing/Branding at School of Management, University of Leicester. He has degrees in Business Administration from the University of Piraeus, Greece and in Marketing from the University of Stirling, Scotland. He also holds a PhD in City Marketing from the University of Groningen in the Netherlands and is particularly interested in the application of branding within place management.<br />
|}</div>
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2017-11-02T13:52:38Z
<p>Wikieditor: Marcus Andersson Expert's photo</p>
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<div>Marcus Andersson Expert's photo</div>
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