Nation Branding Practices in Latin America
Nation Branding Practices in Latin America

Author: Eva Niesing

Publisher: GRIN Verlag

Published: 2013-05-16

Total Pages: 187

ISBN-13: 3656429464

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Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation ́s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries ́ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region ́s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices
Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices

Author: Eva Niesing

Publisher: diplom.de

Published: 2013-09-27

Total Pages: 194

ISBN-13: 3954896427

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In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Branding Latin America
Branding Latin America

Author: Dunja Fehimovic

Publisher: Lexington Books

Published: 2018-02-15

Total Pages: 247

ISBN-13: 1498568289

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As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

Nation-branding in Practice
Nation-branding in Practice

Author: Kristin Anabel Eggeling

Publisher: Routledge

Published: 2020-04-29

Total Pages: 240

ISBN-13: 1000067904

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This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.

Nation Branding in Modern History
Nation Branding in Modern History

Author: Carolin Viktorin

Publisher: Berghahn Books

Published: 2018-08-24

Total Pages: 300

ISBN-13: 1785339249

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A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Nation Branding
Nation Branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2015-08-27

Total Pages: 259

ISBN-13: 1317681940

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Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Nation branding
Nation branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2010-05-14

Total Pages: 261

ISBN-13: 1136377360

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Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Digital Humanities in Latin America
Digital Humanities in Latin America

Author: Héctor Fernández L’Hoeste

Publisher: University Press of Florida

Published: 2023-05-02

Total Pages: 239

ISBN-13: 168340386X

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A hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas As digital media and technologies transform the study of the humanities around the world, this volume provides the first hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas. These essays examine how participation and research in new media have helped configure identities and collectivities in the region. Featuring case studies from throughout Latin America, including the United States Latinx community, contributors analyze documentary films, television series, and social media to show how digital technologies create hybrid virtual spaces and facilitate connections across borders. They investigate how Latinx bloggers and online activists navigate governmental restrictions in order to connect with the global online community. These essays also incorporate perspectives of race, gender, and class that challenge the assumption that technology is a democratizing force. Digital Humanities in Latin America illuminates the cultural, political, and social implications of the ways Latinx communities engage with new technologies. In doing so, it connects digital humanities research taking place in Latin America with that of the Anglophone world. Contributors: Paul Alonso | Morgan Ames | Eduard Arriaga | Anita Say Chan | Ricardo Dominguez | Orlando Luis Pardo Lazo | Héctor Fernández L’Hoeste | Jennifer M. Lozano | Ana Lígia Silva Medeiros | Gimena del Río Riande | Juan Carlos Rodríguez | Isabel Galina Russell | Angharad Valdivia | Anastasia Valecce | Cristina Venegas A volume in the series Reframing Media, Technology, and Culture in Latin/o America, edited by Héctor Fernández L’Hoeste and Juan Carlos Rodríguez

Brand New Justice
Brand New Justice

Author: Simon Anholt

Publisher: Routledge

Published: 2006-08-11

Total Pages: 185

ISBN-13: 1136426078

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Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Nation Branding
Nation Branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2022-04-11

Total Pages: 305

ISBN-13: 1000564495

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Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.