Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices
Title | Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices PDF eBook |
Author | Eva Niesing |
Publisher | Anchor Academic Publishing (aap_verlag) |
Pages | 193 |
Release | 2013-09 |
Genre | Political Science |
ISBN | 3954891425 |
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.
Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices
Title | Latin America ́s Potential in Nation Branding: A closer look at Brazil ́s, Chile ́s and Colombia ́s practices PDF eBook |
Author | Eva Niesing |
Publisher | diplom.de |
Pages | 194 |
Release | 2013-09-27 |
Genre | Literary Collections |
ISBN | 3954896427 |
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.
Nation Branding Practices in Latin America
Title | Nation Branding Practices in Latin America PDF eBook |
Author | Eva Niesing |
Publisher | GRIN Verlag |
Pages | 187 |
Release | 2013-05-16 |
Genre | Business & Economics |
ISBN | 3656429464 |
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.
Branding Latin America
Title | Branding Latin America PDF eBook |
Author | Dunja Fehimovic |
Publisher | Lexington Books |
Pages | 247 |
Release | 2018-02-15 |
Genre | Social Science |
ISBN | 1498568289 |
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.
Cultural Policy in Ibero-America
Title | Cultural Policy in Ibero-America PDF eBook |
Author | Arturo Rodríguez Morató |
Publisher | Routledge |
Pages | 190 |
Release | 2020-05-21 |
Genre | Political Science |
ISBN | 100002251X |
This book provides a broad overview of the development of Ibero-American cultural policy in an important and innovative way. This volume brings together specialists in the field, from different nations and disciplines, and provides the keys to understanding the different trajectories and experiences of some significant countries in the area on both sides of the Atlantic; the recent developments in this domain such as urban cultural regeneration policies and cultural development policies; and the dynamics of policy transfers such as cultural diplomacy. The book also contrasts the applicability and the explanatory power of the idea of the family of nations for the analysis of cultural policy with models inspired by the welfare regimes. This book allows international researchers an overarching view of the peculiarities and the latest achievements in the field of Ibero-American cultural policy. This book was originally published as a special issue of the International Journal of Cultural Policy.
Place Branding
Title | Place Branding PDF eBook |
Author | Pantea Foroudi |
Publisher | Routledge |
Pages | 317 |
Release | 2020-02-06 |
Genre | Business & Economics |
ISBN | 1317080645 |
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
Branding Brazil
Title | Branding Brazil PDF eBook |
Author | Leslie L. Marsh |
Publisher | Rutgers University Press |
Pages | 220 |
Release | 2021-05-14 |
Genre | Business & Economics |
ISBN | 1978819293 |
Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil. The book takes a multi-faceted approach, weaving media studies with politics and cinema studies to reveal that more than a marketing term or project emanating from the state, branding was a cultural phenomenon.