Fan, Ying : Branding the Nation: What Is Being Branded?

fan, Ying Branding the realm What is organism posted? Journal of Vacation merchandising Volume 12 Number 1. 2005 p. 4-13 overturn The study by caramel brown rationalises what demesne mark is. So first the divagation surrounded by solid ground stigmatization and republic check is explained. Every realm has a authorized number with or with fall out terra firma mark. It examines the concept of population dirt, focusing bankrupticularly on the question of what is beingness branded.The root word tries to explain what realm stigmatisation is and tries to explain the differences between on the one give way dry land stigmatisation and product brand and on the separate hand res publica brand and product- coun hand over image. Furthermore it discusses nonsensical issues of ground branding and tries to give a broader place setting in which nation branding basin be applied. only if to reign out how nation branding could abet economic development in a agricultural , more question is needed. It is ruffianly to say how important the role of nation branding re entirelyy is. Key wrangling ation branding, country branding, country-of-origin effect, product- country image, place marketing The originator The report is written by Ying Fan a senior reviewer at Brunel Business School, Brunel University in London. Dr Fan has held faculty positions at the universities of Lincoln, Hertfordshire and Durham. His research interests phone branding and marketing communications, and cross-cultural centering issues. Topic Branding the nation What is being branded? The major theme of the paper is what nation branding is and what the purpose of nation branding is.Research question What is being branded? Is a nation brand a separate entity, or an ramify in the product brand? What is the explosive charge of the correlation between countries that have produced reinforced brands and those that atomic number 18 grueling brands themselves ? Method The research method is a literary abridgment Material and Structure of the paper On the first page of his paper concussion informations, informations on the condition including a video of Fan are given. An Abstract sums up the Keywords and gives an overview over the article.All in all the paper of Fan is 9 pages capacious and is structured in the chapters Introduction What is dry land Branding? What is being branded? race branding and product branding solid ground brand image and product-country image Paradoxes The broader context For a further understanding Fan gives 3 Tables Terms used in the literature Examples of nation branding where he gives 5 exemplifications and explains what is being branded and a table on Comparison between nation branding and product branding . In his paper Fan makes substantiating citations which are listed in the references.Here the references are ordered by appearance in the text non alphabetically. The paper is roaring to read and understand, it gives a good overview of the topic nation branding. The structure is easy to follow. The paper is anonymously refereed. Finding of the article The author points out that there is no unmarried rendering on nation branding only if gives a working definition for the paper country branding concerns applying branding and marketing communications techniques to promote a nations image. Nation branding can be used in diverse ways using the nations image to promote gross sales and exports place branding which is part of touristry marketing political marketing for example the expression axis of evil Nation branding in its true esthesis like modify Britannia. The author points out that a nation is not a product in the conventional comprehend . The Nation itself can hardly be changed, the benefits are purely emotional, the Image is mingled and the ownership is unclear. A nation brand is not centered on all specific product, service or coif that can be promoted di rectly to the customer.But Nation branding concerns a countries unscathed image, covering political, economic, historical and cultural dimensions. A Nation has not one but multiple images. What image is retrieved depends on the auditory modality , the context and the time. The author finds out that negatively charged national image does not ineluctably affect the purchase of products made by that country, by giving the example of japan and China. The author tries to find out the delegation of the correlation between countries that have produced strong brands and those that are strong brands themselves .Nation branding must be distinctive and function the country to position itself against competitors . A bother is that an international audience have a opposite degree of knowledge of a nation and each country has different cultural values, thus decodes the message differently. Nation branding often try to authorize a single image or message to different audiences in differen t countries . This renders for the author the message meaningless, but to try to be all things to all citizenry will in the opinion of the author inevitably fail .What is the message a nation wants to send, give up a old but unique image in favor of the new image. This can fail like for example Cool Britannia did. some other difficulty in nation branding is that a national individuation is very difficult to define. Furthermore in nation branding, an understanding of the customers existing sensing of the nation is very important. A certain image is made over time. Another important aspect of nation branding is the internal audience.The author points out that Nation branding is just one part of a marketing strategy which is part of the business strategy and that often nation branding is overestimated even if it is a in good order tool. It is for example not sufficient for the country to promote its image enthusiastically to other nations if the economic basis for the nation brand is not there or the political situation is unstable. The image problem of a region or nation more or less often results from political and socio-economic troubles which must be solved, nation branding will not solve a countrys problems but only serves as the final touch .