Suchergebnisse

Globalisation has stimulated an intense competition among countries, in which the issue of nation brand is a central consideration. Since the mid-2000s, Russia has joined a list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions. In taking stock of the current debate on this issue, the author addresses how Russia uses nation branding, what ends this is intended to serve, and what tangible resources are exploited to brand the country. In this context soft power is also considered. In conclusion it is stressed that Russia`s nation branding requires a bottom-up approach to succeed, as ordinary citizens convey as much, if not more, about a country than hosted international events.

Nation branding has invaded almost all aspects of human life, not only for product or corporate, but also increasingly for places. Currently more cities, regions and states have increasingly cooperated with PR firms or branding consultants to achieve their target to build positive image and deliver their message to intended audience, including general public. Indonesia has been in attempt to formulate the best nation brand that can represent what both Indonesian citizens and government desire to have. Tourism is on the first step to account as it clearly shows the greatest potential to improve the positive image of Indonesia's country of origin. Looking at 'wonderful Indonesia' as the country's nation branding, this paper seeks to scrutinize the issue from the perspective of public diplomacy. Its origins, dynamics, and attempts in improving Indonesia's branding internationally has proved Indonesia's intention in exploring its positive attributes – tradition, culture, breathtaking nature amidst various on-going problems domestically.

Since the mid-2000s, Russia has joined a list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions. In taking stock of the current debate on this issue, the author addresses how Russia uses nation branding, what ends this is intended to serve, and what tangible resources are exploited to brand the country

Since the mid-2000s, Russia has joined a list of countries that seek to use nation branding to fulfil politically determined and directed national ambitions. In taking stock of the current debate on this issue, the author addresses how Russia uses nation branding, what ends this is intended to serve, and what tangible resources are exploited to brand the country

Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education and opportunities for all. Values such as egalitarianism and diversity may be difficult to fit into a frame of reference where excellence is at the centre. Historically higher education has also been an important part of nation branding initiatives. This paper asks how different branding perspectives (corporate branding and nation branding) are matched and harmonised with respect to higher education in two Nordic countries. The study shows that there is a lack of harmonisation between nation branding and corporate branding, and that the discourse on excellence is not conducive to differentiation at the organisational level. ; publishedVersion

Surprisingly, the emergent and increasingly popular phenomenon of nation branding has received only scant attention from International Relations scholars. While most analyses account for the phenomenon by emphasizing the perceived material benefits to be derived from establishing a positive national brand, this article provides an alternative perspective. It argues that nation-branding processes need to be understood as responding to the need of states and state leaders to enhance both their citizens and the nation's sense of ontological security and (self)-esteem. Moreover, this quest for self-esteem and ontological security is unfolding in the context of broader realignments occasioned by the advent of late modernity. While nation branding represents an understandable response to these developments, the article questions the strategy's overall efficacy by highlighting its implications for how national subjectivity is constituted, its notable disciplining elements and its potentially undemocratic implications. Adapted from the source document.

vorgelegt von: Elisabeth Antonia Mindlberger ; Zsfassung in franz. Sprache ; Linz, Univ., Dipl.-Arb., 2015 ; (VLID)478617