StudentShare solutions
Triangle menu

Country brand - Essay Example

Nobody downloaded yet

Extract of sample
Country brand

The elements explored in the paper are Tourism, Investment/Immigration, Culture and Export (Shimp, 2008). The other two elements of the hexagon are touched on briefly, that is the People and Governance. This is because the paper is fashioned to focus on matters of Nation Branding that are relevant to the creation of value for American corporate entities on the global level. Elements of Nation Branding In order to analyze the strategy of branding America, there is the need to explore the main elements of nation branding strategy. Olin defines a 7 step model that must be followed to draw a nation branding strategy (Molianen & Rainisto, 2009): 1. Define Preliminary Vision 2. Establish a Working Group 3. Internal & External Research 4. Formulation of Strategic Plan 5. Visualisation 6. Implementation of the Plans 7. Testing Implementation & assessment Preliminary Vision The preliminary vision of America's branding technique is to extend its influence over different country through a blend of diplomatic, governmental as well as industrial campaigns (Snow, 2009). This means that the branding of America is handled by the diplomatic corps which has a strong history of promoting America as a brand all over the world. There has also been different governmental projects and units set up over the past years that has been responsible for promoting America as a brand around the world. ...
These questions are as follows: “Where are we now? How did we get here? Where do we want to be? How do we get there?” The United States is the most powerful and most popular country in the world today (Wolfe, 2007). It attained its status as a global super-power during and after the Second World War, which saw the influence of America spread throughout Europe and the rest of the world (Houghton, 2009). Since the 1950s, America led the West in gaining influence around the world against the Soviet led East (Wolfe, 2007). Due to this struggle, the United States created a very strong network to establish its presence in nations around the globe through various export techniques. This has boosted America's image around the world. Everyone around the world, from Latin America, Africa, Europe, Asia and the Middle East identifies with American movies, clothing, food, books, cars and brands. And this has been the case over the past 20 years after the collapse of the Soviet Union (Houghton, 2009). However, in the era of globalisation, there are competitors that are coming up namely BRICS (Brazil, Russia, India, China & South Africa) as well as old powers like Europe and Japan. There is the need to re-brand and present America in a different light. Currently, the vision of branding America is one that seeks to take advantage of the country's status as a super power, the country's past image and global influence as well as America's competitive strength against the emerging powers. Thus, the vision of the 21st Century for the branding of USA is as follows: 1. Re-branding the superpower and presenting it to the world in a different light. 2. Re-igniting the American flame 3. Putting American ingenuity to the doorsteps of the world 4. ...Show more

Summary

Introduction This paper examines the strategy that has been used to brand America. The paper utilises the important elements of nation branding to examine the strategy and techniques that has been used in the branding and marketing of United States of America outside its boundaries…
Author : jaime03
Country brand essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Country brand"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Country Branding: Australia
Country Branding: Australia Customer Inserts His/Her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name (09, September, 2011) Introduction 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.
6 pages (1500 words) Essay
BRAND PERSONALITY
BRAND PERSONALITY Introduction According to Aaker and Fournier (1995), brand personality is the “set of meanings constructed by an observer to describe the ‘inner’ characteristics of another person…that can be used to summarize complex behaviors and form expectations of future behaviors’ (p.
9 pages (2250 words) Essay
Relationship between the brand personality and purchase intention through the use of Country of Origin (COO) image and by illustrating how this impacts the intention of purchase
The country of origin is the base or the country with which the brand has been said to be emerging from. The concept of brand personality refers to the tastes and preference placed by the consumers on the products. The survey was carried out by taking into account two different countries that is Japan and China.
4 pages (1000 words) Essay
Brand Positioning
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change.
10 pages (2500 words) Essay
Practical and academic Marketing Communications Strategy issues in respect of the Levis 501 brand (Analyse UK only - Not USA/any other country
e denim became unfashionable in the 90s but mainly due to the “Jeremy Clarkson effect” or the perception that the brand is geared towards the middle aged male (Benady 2005). Levis has initiated an aggressive advertising strategy targeted at the male youth market under the
12 pages (3000 words) Essay
Scotland the Brand
Towards this purpose, there are several aspects which marketers must look at. They are the integration of the various channels
16 pages (4000 words) Essay
The investigation in the effect of the Country of Origin towards Consumer perception of luxury brand product; case study of Thai consumer
13 10.0 COO and its effect on Luxury Branded Products 17 11.0 Chapter Summary 18 12.0 Hypotheses 19 13.0 Bibliography 21 CHAPTER2: LITERATURE REVIEW 1.0 Introduction The 14effect of country of origin (COO) of product on consumers’ perception has been one of the most widely
20 pages (5000 words) Essay
Undertake a suitable critical environmental audit for a well known Western brand considering entering your home country ****My country is the Sultanate of Oman****
In order for Vodafone to get optimum results in Oman, it is important that it utilises the principles of strategic planning, which is “a management tool to look at the future and see tomorrow’s opportunities or challenges to gain competitive position” (Allkhafaji,
5 pages (1250 words) Essay
Take a (current) domestic brand ( Kei Wah bakery )from your home country and write an essay describing how you would create an entry strategy for that brand into another regional market. Defend your choices rigorously and remember to discuss the culture i
/ services with the needs of a foreign market has been, traditionally, a challenging task, mostly because of the strong turbulences that characterize the international market. Indeed, products, which are quite successful in a specific market, may not be welcomed in another
14 pages (3500 words) Essay
Brand
On the other hand, the Chinese are highly receptive to imported goods. Because of this global brands became very popular among Chinese consumers. The Chinese consumers are more similar to Western consumers than Asian ones (Hilliard et al., 2012). Without a doubt, Chinese
18 pages (4500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment
Contact Us