COMPETITIVE IDENTITY FOR NATION OF LATVIA – LESSONS TO LEARN FROM NATIONAL HOCKEY TEAM ''DINAMO RIGA''

Abstract

Nowadays global competition could be seen not only in corporate level, but also is exists among nations. Competition among nations is in following sectors – foreign investment, export and tourism. As there is competition between nations, regions and cities (as it is among corporations) there will be always need for methods to increase subject's competitiveness – this can be defined as a Competitive Identity (Porter 1998). Term Competitive Identity is used as broader expression of brand management for Nations, Cities and Regions. Higher marketing effort is needed for developing (emerging) nations, and nations without resources (natural or man made) representing absolute advantages. Nation branding has emerged relatively recently as an important field in the domain of international marketing. Anholt 2007 states marketing quality depends on all the national stakeholders (virtually society – people) working together in creating competitive identity. Media could be involved only after all the stakeholders speak one language about their country. Communication can't substitute positive change; it can only help change to happen faster. Latvian authorities too often start from the least efficient – communication. According to Nation Brands Index (NBI) and City Brand Barometer, Latvia and its capital Riga, shares one of the last places – 35 to 40th (depending on research type and year) place from forty among other nations and cities around the World.After regaining independence and collapse of almost all the industry, there was little left for positioning Latvia as a nation, so fanning for ice hockey was spontaneous and very convenient way for local people to speak common language about their nation. So the state became branded without any positioning effort, by people themselves. The message to the outside world was; ''we are small nation risen from the rubble, but we can be part of worlds elite either as players or also as supporters.'' In fact Latvian ice Hockey is among World's elite nations fluctuating between 7th and ...