Suchergebnisse

On 1 July 2016 the presidents of Chile, Colombia, Mexico, and Peru celebrated the 11th Summit of the Pacific Alliance (PA) in Puerto Varas, Chile. The PA members quite successfully practise a kind of joint "nation-branding" to promote trade and investment and to enhance their international status and visibility. Since its formation in 2012 the PA has attracted the interest of states and business sectors around the world. The PA is basically an economic strategic alliance designed to project and to promote the common interests of its member countries within Latin America and vis-à-vis the United States, Europe, and especially Asia. This explains why the PA is an organisation with many more observer states (49) than member states. These observer states include economic heavyweights such as Japan, China, Germany, France, the United Kingdom, and the United States, as well as three of the five Southern Common Market (Mercosur) countries and a member of the Bolivarian Alliance for the Peoples of Our America (ALBA). With its trade liberalisation agenda, the PA differentiates itself from other Latin American regional organisations, such as Mercosur and ALBA, and brings a new dynamic to Latin American economic integration. Moreover, it has revived Mexico as an external actor in the South American regional subs ystem. From a geopolitical perspective, the PA strengthens the Pacific shift in South America and economic links with Asia. Furthermore, it offers the US government new opportunities to promote its free trade agenda in Latin America at a time when Washington is showing renewed interest in L atin America. Policy Implications The four member countries of the PA "branded" themselves as gateways to Asia and as "good economies" compared to the "bad economies" of other more stateoriented economies in Latin America. With the recent political shift to the right in the region, the PA may become more influential and thus more capable of advancing trade liberalisation in Latin America. Likewise, the European Union may obtain greater leverage in its relations with Latin America through its close cooperation and free trade agreements with the PA countries.

Recently a word 'Nation Branding' or 'Branding Bangladesh' is practiced a lot. A nation brand is the total sum of all perceptions of a nation in the mind of international stakeholders which may contain some of the following elements: people, place, culture, language, history, food, fashion, famous faces (celebrities), global brands, etc. The way for a nation to gain a better reputation is to communicate to the international audience that how good you are, is called nation branding. There is a misconception among most of the people that it is required to develop tourism sector of any country in case of nation branding. But nation branding focuses on the nation as a whole – its people, culture and heritage, investment and immigration, governance, exports and tourism. The objective of this paper is to clarify this misconception about nation branding, help our citizens to know about the branding Bangladesh and reveal the possibilities of branding Bangladesh. Process of nation branding –Nation Brand Index and Country Brand Index are discussed in this paper. This research is based on secondary sources and the researcher comes up with the Nation Branding Hexagon for Bangladesh. Hopefully this paper will be helpful for awaking our consumers and making responsible to come forward for unbeaten nation branding for Bangladesh.

This article examines the development of nation brand strategy framework for Zimbabwe. The submission is based on the analysis of factors perceived to impact on nation branding programmes. This research aim to contribute towards the development of effective nation branding discourse and practice in Zimbabwe. Specifically, the article was premised on the quest to 1) determine key determinants for the development of Brand Zimbabwe; 2) to ascertain the relative significance of the various facets of national branding practice; and 3) to propose an integrated conceptual framework for nation branding initiatives. The study was designed to follow a mixed approach; a combination of interpretivism and positivism. A total of 372 respondents was drawn from across the society. Respondents came from politicians, scholars, the media, civic organisations, government officials, church and international organisations. This research established that Brand Zimbabwe requires an independent body to integrate all key stakeholders for an effective branding process. The nation branding process should be managed from visioning, formulation through to deployment and monitoring and control of nation brand performance. Zimbabwe's quest for foreign direct investment, international visitation and export revenue requires that the country develops an integrated strategy to deal with its nation brand image question.

PART I. Branding the nation and selling the state : case studies -- Nation branding amidst civil war : publishing U.S. foreign policy documents to define and defend the republic, 1861-66 / William B. McAllister -- From the moralizing appeal for patriotic consumption to nation branding case studies : Austria and Switzerland / Oliver Kuhschelm -- Branding internationalism : displaying art and international cooperation in the interwar period / Ilaria Scaglia -- High culture to the rescue : Japan's nation branding in the United States, 1934-40 / John Gripentrog -- All publicity is good publicity? : advertising, public relations, and the branding of Spain in Britain, 1945-69 / Carolin Viktorin -- The art of branding : rethinking American cultural diplomacy during the Cold War / Michael L. Krenn -- Suriname : nation building and nation branding in a postcolonial state, 1945-2015 / Rosemarijn Hoefte -- A new brand for post-communist Europe / Beata Ociepka -- PART II. Promises and challenges of nation branding : commentaries on case studies -- Historicizing the relationship between nation branding and public diplomacy / Justin Hart -- Nation branding : a twenty-first century tradition / Melissa Aronczyk -- The history of nation branding and nation branding as history / Mads Mordhorst

"Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of Nation Branding, 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 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, a test bank, and a glossary. This is an essential introduction to Nation Branding for students of Marketing, Brand Management, Communications, Public and International Relations, as well as policy makers looking for a rigorous yet applied approach"--

This e-book aims to advance the theoretical base of the nation branding domain by providing a forum for the sharing of research findings across multiple dimensions of the nation branding construct. Different perspectives, settings, and methodologies are brought together in order to deepen the intellectual base of the discipline and to share valuable insights into some of the critical issues in contemporary nation branding

Today, nation branding is regarded as essential for competitiveness among countries. In academia, however, the idea is often dismissed as unserious. Bringing nation branding to the scholarly discourse, Browning critically unpacks the trend, providing theoretical lenses through which to view the role of nation brands in international politics.

In the formation of the modern nation state and the social imaginary of nationalism in the nineteenth century, the media and representational practices have, among most scholars, been ascribed a prominent position. The question is, however, how have changes in media technologies, from mass media to digital and interactive personal media, impacted on the national imaginaries over the past few decades? This article discusses what happens with the social imaginaries when national(ist) symbols are reproduced through the medium of PowerPoint, as one of the main tools for constructing images of the nation in nation-branding campaigns, i.e. promotional campaigns initiated by governments in conjunction with corporate actors with the aim of producing an attractive image of a country for foreign investors and tourists. It is concluded that the representational technology of PowerPoint produces a nation as an imagined commodity rather than an imagined community.

ABSTRACTStart from basic assumptions of soft power, the ability to influence others using their attraction, so other people can affected become voluntary or without threats and violence. Brazil uses soft power instruments through the Telenovela media as the nation's branding, Brazil's telenovela becomes one of Brazil's country icons, telenovela series scheduled in prime time prove how the public love to watch telenovelas, with optimism the film makers put a large capital to make this show seven bigger, they exporting Brazil telenovela to many countries not only in Latin America but also telenovela spread to other continents. Brazil telenovela is not just a money machine but also a political media of culture, tourism, a picture of social construction and romance in Brazil, telenovela becomes a melodrama series that takes the background story from Brazilian people lifes, Brazilian telenovela is often interpolated with Brazilian art such as capoeira, samba dance, actors accent, trend fashion in Brazil, camera settings that shows the beauty of the Brazilian city, the camera perspective make us want to travel or visit the city had make telenovelas story before, Brazilian telenovelas make us know what is Brazil by watching it, that show Brazil made national branding in international society.Keywords: telenovela, Brazil, soft power, nation brandingBerangkat dari asumsi dasar soft power sebagai kemampuan untuk mempengaruhi orang lain menggunakan daya tarik yang dimiliki, sehingga orang lain yang terpengaruh dan bersifat voluntary atau tanpa ancaman dan kekerasan. Brasil menggunakan instrumen soft power melalui media Telenovela sebagai nation brandingnegaranya, telenovela Brasil menjadi salah satu icon negara Brasil, penempatan serial telenovela pada prime time menunjukkan bagaimana masyarakat sangat menggemari telenovela, dengan optimisnya para pembuat film mereka meletakkan modal yang cukup besar untuk membuat tayangan ini lebih besar lagi, dengan mengekspor telenovela Brasil ini ke banyak negara tidak hanya di Amerika Latin saja tetapi telenovela Brasil merambat hingga benua lain tetapi telenovela Brasil bukan hanya sekedar mesin uang tetapi juga merupakan media politik kebudayaan, pariwisata, dan gambaran konstruksi sosial serta romansa percintaan masyarakat Brasil, telenovela menjadi serial melodrama yang mengambil latar belakang cerita dari kehidupan masyarakat Brasil secara tidak langsung telenovela Brasil sering disisipi kesenian Brasil seperti capoeira, samba dance, penggunaan logat para aktornya dan tren berpakaian yang digunakan, seting tempat dengan sudut pandang kamera yang memperlihatkan keindahan kota Brasil seakan menuntun kita untuk ingin bepergian mendatangi kota negara tersebut dengan melihat aspek-aspek tersebut meskipun kita belum pernah mendatangi negara Brasil kita akan dapat mengerti kehidupan budaya dan keadaan alam disana, begitulah cara Brasil menggambarkan atau membranding negaranya agar dapat dikenal oleh masyarakat internasional.Kata Kunci: telenovela, Brazil, soft power, nation branding DOI : https://doi.org/10.33005/jgp.v8i03.2392