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Nation Branding Practices in Latin America

2013-05-16 Business & Economics
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Release : 2013-05-16
Genre : Business & Economics
Kind : eBook
Book Rating : 464/5 ( reviews)

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Book Synopsis Nation Branding Practices in Latin America by : Eva Niesing

Download or read book Nation Branding Practices in Latin America written by Eva Niesing. This book was released on 2013-05-16. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation ́s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries ́ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region ́s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices

2013-09-27 Literary Collections
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Release : 2013-09-27
Genre : Literary Collections
Kind : eBook
Book Rating : 427/5 ( reviews)

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Book Synopsis Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices by : Eva Niesing

Download or read book Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices written by Eva Niesing. This book was released on 2013-09-27. Available in PDF, EPUB and Kindle. Book excerpt: In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Branding Latin America

2018-02-15 Social Science
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Release : 2018-02-15
Genre : Social Science
Kind : eBook
Book Rating : 289/5 ( reviews)

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Book Synopsis Branding Latin America by : Dunja Fehimovic

Download or read book Branding Latin America written by Dunja Fehimovic. This book was released on 2018-02-15. Available in PDF, EPUB and Kindle. Book excerpt: As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

Nation Branding in Modern History

2018-08-24 History
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Release : 2018-08-24
Genre : History
Kind : eBook
Book Rating : 249/5 ( reviews)

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Book Synopsis Nation Branding in Modern History by : Carolin Viktorin

Download or read book Nation Branding in Modern History written by Carolin Viktorin. This book was released on 2018-08-24. Available in PDF, EPUB and Kindle. Book excerpt: A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Nation-branding in Practice

2020-04-29 Political Science
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Release : 2020-04-29
Genre : Political Science
Kind : eBook
Book Rating : 904/5 ( reviews)

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Book Synopsis Nation-branding in Practice by : Kristin Anabel Eggeling

Download or read book Nation-branding in Practice written by Kristin Anabel Eggeling. This book was released on 2020-04-29. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.

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