Search results for "Nation Brand"
showing 10 items of 13 documents
Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry
2015
Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’sMarca España, or national brand. Through this decision, SEAT h…
Creating a National Brand for Finland: "Consider It Solved!"
2014
Exploring Post-COVID-19 Branding Strategies of African Destinations
2023
AbstractThe lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategies of four award-winning African destinations (South Africa, Kenya, Morocco, and Mauritius) and how they utilize social media to communicate their destination brand identities. We curated the tweets of the National Tourism Boards of the examined destinations from their official Twitter accounts and analyzed them using Atlas.ti. We found that each of the destinations uniquely identifies and communicates its destination’s competitive advant…
Turismo e social network. L'immagine della destinazione Sicilia nel passaparola di Facebook.
2014
‘The Great War’ in the Auto-Making Industry. Banal Nationalism and Symbolic Domination and Country-of-Origin Effect in Consumer Culture
2020
In spite of ongoing economic globalization, country-of-origin effect (COO) still remains crucial for corporate marketing and advertising strategies in consumer markets. Such nationalism has now com...
A Textual and Visual Analysis of the Intrinsic Value Dimensions of Romania: Towards a Sustainable Destination Brand
2020
This work examines the projected image of Romania as an emerging tourism destination. Computed content-analysis was applied to the photos, text and video materials promoted online in Romania&rsquo
L'attenzione al marchio nelle strategie di Destination Management
2012
Country images and identities in times of populism: Swiss media discourses on the ‘stop mass immigration’ initiative
2020
The construction of certain country images and identities is traditionally studied in relation to public diplomacy, strategic communication and nation branding practices of state and non-state actors. However, we notice the increased instrumentalization of country images and identities in debates on issues beyond strategic promotional practices, such as those articulated around elections, referendums or migration. We analyse how Swiss media constructed Switzerland's image and identity in the debate following the 2014 referendum on ‘stop mass immigration’ initiative, in times of populism, a communication phenomenon and ideology discursively articulated by political and media actors. Thus, w…
Reframing a Damaged Regional Brand on a Global Scale through Cultural and City Diplomacy - the Case of Sicily under a Dynamic Performance Governance …
2020
Latvijas zīmolrade Eiropas Savienībā
2019
Pētījumā analizēts institūciju ieguldījums Latvijas zīmolradē. Valsts zīmolrade ir process, ar kura palīdzību var radīt, novērtēt, pārvaldīt un uzraudzīt valsts tēlu. Galvenās institūcijas, kas atbild par Latvijas tēla veidošanu, ir Latvijas Institūts un Latvijas Investīciju un attīstības aģentūra. Pētījuma mērķis ir, pamatojoties uz teorētiskās literatūras un gadījuma analīzi, izpētīt, kā institūcijas Latvijā veicina Latvijas zīmolradi. Darbā autore atklājusi un analizējusi zīmola fenomenu, valsts zīmolrades koncepta izcelsmi un pašu konceptu, veikusi gadījuma analīzi, izmantojot dokumentu analīzi un Latvijas Institūta izveidoto simtgades informatīvo materiālu “Latvia 100 snapshot stories”…