Part 1 - The theory beyond and the lessons learned - introduces the concept of nation branding and reviews relevant theories and researches on the concept, making practical remarks for our brand.
Enjoy the journey!
Definition of Nation branding
Nation branding refers to the practices of “applying branding and marketing communications techniques to promote a nation’s image” (Fan 2006, p. 6). The nation as a brand represents the intangible assets of the country, encompassing various dimensions such as politics, economics, culture, history, social psychology, and technology.
The objective of nation branding is to promote a positive nation-image for the nation and its people, to establish a nation’s brand identity, to increase the export of products, and to attract tourists and foreign direct investment (Anholt 2003; Dinnie 2008; Dzenovska 2004; Florek and Conejo 2006).
Facts from Nation branding researches up to now
1) There are indeed critical factors related to the development of nation brand
Eleven critical factors related to the development of nation brand were identified based on the literature review in country-of-origin, place branding, and nation branding. The determinant variables include cultural orientation of a country (collectivism/individualism), the economic development of a country in terms of GDP per capita, the communication infrastructure of the country, the commercial natural resources of a country, the political policy orientation of a country, the perceived reputable brands of a country, and perceived reputable industries of a country.
Here are major factors that should be identified from Greece and measured as a first step to a brand development: