Country Branding and its effect on the consumer in the global market

Kilduff, Kerry; Tabales, Julia Margarita Núñez

doi:10.5295/cdg.150543kk

Cited by 11 publications

(6 citation statements)

References 33 publications

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“…In fact, country brand influences the size and flow of the FDI into the country as demonstrated by Kalamova and Konrad (2010). If the country brand is well developed through a branding project, it can increase not only the foreign investment that the country receives but also tourism, students and skilled workers attraction and the trade (Kilduff and Núñez-Tabales, 2014). This thought is in line with country branding theory as a strong and well-managed brand encourages exports, attracts tourists, investments and immigration and, thus, promotes the development of countries (Fetscherin, 2010).…”

Section: Resultsmentioning

confidence: 99%

“…Managing a country brand should be the task of both the public and the private sectors to achieve these positive results (tourists, exports, investments) (Kilduff and Núñez-Tabales, 2017). Focus should not only be on promotion or advertising for investment attraction but also on building a infrastructure, developing a skilled workforce, instituting favorable tax policies, reducing bureaucratic red tape and, generally, crafting a positive macroclimate to ensure appropriate “prices” (Papadopoulos et al , 2016).…”

Section: Resultsmentioning

confidence: 99%

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Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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Purpose The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus. Findings Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerging markets. In terms of content, it was shown first that a country brand, when well-managed, is not only essential to attract foreign direct investment into the country, but it can also help the outflows of investments. Referring specifically to outflows of foreign investment, internationalization affects the country brand, generating positive attitudes toward the brand in international markets. However, it is also affected by the country brand because the country image influences the entry modes of business and the country of origin affects the performance of multinationals abroad. Research limitations/implications With the strengths and deficiencies of a body of literature exposed in this paper, a better understanding of the topic through synthesis can be provided. Practical implications Findings show that internationalization can influence country brand and country image. The internationalization process might positively affect the attitude toward a place brand. In terms of country image, when a company rebranding is entering international markets, it can integrate the brand of its products with the country brand and its image, generating positive effects in relation to brand in the new market. However, this relationship is not clear and should be explored by new studies. Originality/value This paper contributes both to the literature through an overview of the relationship between the two topics and a research agenda for future studies; and to governments and companies by providing information that enables them to become more competitive in the international market.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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“…From the aspect of cities and countries, the brand represents a kind of their designation: in the perception of individuals about a city or country, an attempt is made to generate a certain set of expectations, thoughts, knowledge, feelings and associations. Branded cities and countries are easier to attract tourists, but also residents, and thus make a step towards their own sustainable development (Mirosavljevic & Milovanovic, 2019;Foster & Cadogan, 2000;Jojic, 2018;Kilduff & Tabales, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

A Decade of Tourism Changes in the Republic of Srpska

Agić,

Dušanić-Gačić,

Milovanović

2023

ZMES

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This research will present the changes in arrivals and overnight stays of the tourists to the Republic of Srpska in the observed period from 2013 to 2022. This is a continuation of the research, which was conducted in 2020. Data for tourist arrivals and overnight stays, according to NACE, were also presented in the same observed period. The paper explains the changes in the oscillations of visits and overnight stays in relation to the crisis years for tourism in the Republic of Srpska (2014 and 2020), but also the recovery in the years after. According to the research results, the authors again gave recommendations, based on the UNWTO Forecast (2022) which states that international tourism is on track to return to pre-pandemic levels, with twice as many people traveling during the first quarter of 2023 as during the same period in 2022.

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“…The application of branding principles and practices to geographic destinations is relatively new (Almeyda-Ibáñez and George, 2017; Baldacchino and Khamis, 2018;Blain et al, 2005, Johnson, 2012. Place branding helps a location -be it a municipality, province/state, region, or nation -advance its objectives by creating a brand identity that positions the place in the minds of its key audiences, and the study of place branding constitutes a distinct yet interdisciplinary Journal of Marine and Island Cultures, v10n1 -Graham & Campbell academic eld that marries marketing (speci cally, branding) with a locale's geographic, political, social, and economic identity (Briciu and Briciu, 2016;Campelo et al, 2014;Dziuba, 2015;Kahn, 2006;Kilduff and Nunez-Tabales, 2017). Place branding is a complex process with competing agendas, various stakeholders, and diverse place attributes all vying for inclusion within the brand identity itself and, while often used for tourism purposes, it also plays a role in establishing a place identity within the contexts of investors, immigrants, exports, skilled labour, and natural resources (Blair et al, 2015;Briciu, 2013;Grydehøj, 2008;Konecnik et al, 2012;Yusof et al, 2014).…”

Section: Branding and Brand Identitymentioning

confidence: 99%

Island Tourism Brand Identities: A Review of Themes in Island Tourism Logos

Graham¹,

Campbell²

2021

JMIC

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All destinations—including islands—have an identity, shaped by the shared lived experiences and perspectives of various parties. Because sense of place is inherently reliant on human interaction (both with place and with each other), island identities are created, co-created, and communicated through various channels. One such channel is the messaging produced to market island destinations to various audiences. In marketing, a brand identity comprises the attributes or characteristics that separate one brand from another and highlight its uniqueness. Island destinations, like other tourism destinations (and brands in general), embed themes in their logos to help create a brand identity and to communicate with target audiences. The current study analyzed a sample of 84 island destination logos and identified a number of recurrent themes, with water, landscape/seascape, flora and fauna, and islandness being most prominent. Findings are discussed in the context of island identity, tourism, and marketing, highlighting opportunities for further exploration by island scholars and marketers alike. A greater understanding of island branding strategy is critical, as it offers island destinations a crucial advantage in an increasingly competitive tourism industry.

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Country Branding and its effect on the consumer in the global market

Cited by 11 publications

References 33 publications

Relationship between country brand and internationalization: a literature review

Relationship between country brand and internationalization: a literature review

A Decade of Tourism Changes in the Republic of Srpska

Island Tourism Brand Identities: A Review of Themes in Island Tourism Logos

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