Country Branding: Australia

Country Branding: Australia  Essay example
Ph.D.
Essay
Marketing
Pages 6 (1506 words)
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The past century has seen a rapid increase in trade and financial integration of the world. Countries are now dependent on one another and no country can survive seclusion. Countries are now focusing on their core competence meaning they are producing goods in which they have a competitive advantage over other countries. …

Introduction

Countries are now focusing on their core competence meaning they are producing goods in which they have a competitive advantage over other countries. For other goods they are dependent on other countries and this has given rise to global integration. In such times it is becoming increasingly important to focus of country branding. It is important to build a brand name of the country like a product so that the country can attract tourist and foreign investment. Also country branding informs the world about the core competence of the country and this aid export of the economy. Building a brand for a country is also important because it helps improve the perception of the world about that particular country. In this essay we will talk about country branding with regards to Australia. Advantages and disadvantages of branding of Australia will be discussed and a strategic plan for country bran ding of Australia will also be given. The future of Australia country brand will also be evaluated in the essay. Background and Information Australia is based in the South hemisphere and constitutes most of the Australian continent of the world. Australia is a developed country with a highly urbanized population. The economy of the county is also extremely strong and Australia is placed 13th in the list of world’s largest economies (IMF, 2010). ...
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