Results 261 to 270 of about 717,128 (304)

Country equity and country branding: Problems and prospects

Journal of Brand Management, 2002
This paper surveys and reviews the voluminous research on product-country images and their effects, with the objectives of discussing the multi-faceted nature of country equity and its importance, and identifying knowledge gaps and misconceptions that often impede the development of successful business or national strategies based on effective country ...
N Papadopoulos, L Heslop
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Country-Branding als Identitätsmetapher

2009
Eine Betrachtung nationalstaatlicher Kommunikationsbemuhungen der letzten zehn Jahre lasst eine rasante Steigerung des Standortwettbewerbs erkennen. Sei es um Tourismus, Handel, Investitionen, qualifizierte Arbeitskrafte oder politischen Einfluss — die Lander konkurrieren immer entschiedener (und marketingtechnisch betrachtet professioneller) auf ...
Francisco Javier Montiel, Jorge Peña, Joan Ramon Rodríguez   +2 more
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American Brands in Developing Countries

SSRN Electronic Journal, 2002
American brands Coke, McDonald's, Levi's and Kellogg's are known all over the world. They command high mind and market shares in the US and Europe and are leaders in their categories. They can therefore be called "High Power Brands" (HPBs). However, their performance in the developing countries has not been as impressive as expected.
Y.L.R.M. Moorthi, Kevin Lane Keller
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Asian Country Branding

2006
The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. There has been a considerable increase in the number of global companies setting up shops in Asia. With exotic locales, unique cultures and sun-kissed beaches, tourism has become one of the booming industries in
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Country branding using product quality

Journal of Brand Management, 2011
Recent past has seen an increased interest in country branding. However, little research attention has been devoted to this topic. The conventional wisdom from country-of-origin (COO) effect literature suggests that COO affects perception of product quality.
Qin Sun, Audhesh Paswan
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Country branding: an imperative for developing countries

IFE PsychologIA, 2005
In today's globalised marketplace the new marketing battle for tourism, exports, and inward investment is intensifying as brands have become more and more the vehicles for communication. Country branding which is about employing strategic marketing to promote a country's identity has become a strategic tool of a country's competitiveness. However, only
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Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations

Journal of International Business Studies, 2018
Across four lab experiments and a field study, we find that brands are evaluated more favorably when the brand is positioned in a manner that is congruent with the brand’s home country personality stereotype than when brand positioning is incongruent. Results demonstrate that cultural authenticity mediates this effect.
Peter Magnusson, Stanford A. Westjohn, Nancy J. Sirianni   +2 more
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A country as a brand: Israel's evolving branding strategy

Journal of Brand Strategy, 2013
Countries often need to rebrand themselves every few years — even though the process requires a huge investment of money. Capricious external forces such as economics, politics and social issues influence the way potential visitors perceive a country, and a country's image can become irrelevant seemingly overnight.
Ram Herstein, Ron Berger
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Country image as a nation‐branding tool

Marketing Intelligence & Planning, 2013
PurposeThe purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the respondents?
Lemmetyinen Arja, Kantola Satu-Päivi, Hakala Ulla   +2 more
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The FutureBrand Country Brand Index

2011
Brands of any kind typically have two dimensions — the promise they make and the way they are perceived by consumers; that is, they build reputation. Good country brand management is fundamentally about ensuring that there is no gap between the two. The FutureBrand Country Brand Index is designed to measure perceptions of country brand strength across ...
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