Download or read book Nation Branding Practices in Latin America written by Eva Niesing and published by GRIN Verlag. This book was released on 2013-05-16 with total page 187 pages. 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.

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 and published by diplom.de. This book was released on 2013-09-27 with total page 194 pages. 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.

Download or read book Branding Latin America written by Dunja Fehimovic and published by Lexington Books. This book was released on 2018-02-15 with total page 247 pages. 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.

Download or read book Nation branding in Practice written by Kristin Anabel Eggeling and published by Routledge. This book was released on 2020-04-29 with total page 240 pages. 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.

Download or read book Nation Branding in Modern History written by Carolin Viktorin and published by Berghahn Books. This book was released on 2018-08-24 with total page 300 pages. 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.

Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Download or read book Digital Humanities in Latin America written by Héctor Fernández L’Hoeste and published by University Press of Florida. This book was released on 2023-05-02 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: A hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas As digital media and technologies transform the study of the humanities around the world, this volume provides the first hemispheric view of the practice of digital humanities in the Spanish- and Portuguese-speaking Americas. These essays examine how participation and research in new media have helped configure identities and collectivities in the region. Featuring case studies from throughout Latin America, including the United States Latinx community, contributors analyze documentary films, television series, and social media to show how digital technologies create hybrid virtual spaces and facilitate connections across borders. They investigate how Latinx bloggers and online activists navigate governmental restrictions in order to connect with the global online community. These essays also incorporate perspectives of race, gender, and class that challenge the assumption that technology is a democratizing force. Digital Humanities in Latin America illuminates the cultural, political, and social implications of the ways Latinx communities engage with new technologies. In doing so, it connects digital humanities research taking place in Latin America with that of the Anglophone world. Contributors: Paul Alonso | Morgan Ames | Eduard Arriaga | Anita Say Chan | Ricardo Dominguez | Orlando Luis Pardo Lazo | Héctor Fernández L’Hoeste | Jennifer M. Lozano | Ana Lígia Silva Medeiros | Gimena del Río Riande | Juan Carlos Rodríguez | Isabel Galina Russell | Angharad Valdivia | Anastasia Valecce | Cristina Venegas A volume in the series Reframing Media, Technology, and Culture in Latin/o America, edited by Héctor Fernández L’Hoeste and Juan Carlos Rodríguez

Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2022-04-11 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.

Download or read book The Brand and Its History written by Patricio Sáiz and published by Routledge. This book was released on 2022-03-16 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.

Download or read book Branding Brazil written by Leslie L. Marsh and published by Rutgers University Press. This book was released on 2021-05-14 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book The World That Latin America Created written by Margarita Fajardo and published by Harvard University Press. This book was released on 2022-02-08 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: How a group of intellectuals and policymakers transformed development economics and gave Latin America a new position in the world. After the Second World War demolished the old order, a group of economists and policymakers from across Latin America imagined a new global economy and launched an intellectual movement that would eventually capture the world. They charged that the systems of trade and finance that bound the world’s nations together were frustrating the economic prospects of Latin America and other regions of the world. Through the UN Economic Commission for Latin America, or CEPAL, the Spanish and Portuguese acronym, cepalinos challenged the orthodoxies of development theory and policy. Simultaneously, they demanded more not less trade, more not less aid, and offered a development agenda to transform both the developed and the developing world. Eventually, cepalinos established their own form of hegemony, outpacing the United States and the International Monetary Fund as the agenda setters for a region traditionally held under the orbit of Washington and its institutions. By doing so, cepalinos reshaped both regional and international governance and set an intellectual agenda that still resonates today. Drawing on unexplored sources from the Americas and Europe, Margarita Fajardo retells the history of dependency theory, revealing the diversity of an often-oversimplified movement and the fraught relationship between cepalinos, their dependentista critics, and the regional and global Left. By examining the political ventures of dependentistas and cepalinos, The World That Latin America Created is a story of ideas that brought about real change.

Download or read book Latin America s Cold War written by Hal Brands and published by Harvard University Press. This book was released on 2012-03-05 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: For Latin America, the Cold War was anything but cold. Nor was it the so-called “long peace” afforded the world’s superpowers by their nuclear standoff. In this book, the first to take an international perspective on the postwar decades in the region, Hal Brands sets out to explain what exactly happened in Latin America during the Cold War, and why it was so traumatic. Tracing the tumultuous course of regional affairs from the late 1940s through the early 1990s, Latin America’s Cold War delves into the myriad crises and turning points of the period—the Cuban revolution and its aftermath; the recurring cycles of insurgency and counter-insurgency; the emergence of currents like the National Security Doctrine, liberation theology, and dependency theory; the rise and demise of a hemispheric diplomatic challenge to U.S. hegemony in the 1970s; the conflagration that engulfed Central America from the Nicaraguan revolution onward; and the democratic and economic reforms of the 1980s. Most important, the book chronicles these events in a way that is both multinational and multilayered, weaving the experiences of a diverse cast of characters into an understanding of how global, regional, and local influences interacted to shape Cold War crises in Latin America. Ultimately, Brands exposes Latin America’s Cold War as not a single conflict, but rather a series of overlapping political, social, geostrategic, and ideological struggles whose repercussions can be felt to this day.

Download or read book Social Media Marketing Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-05-04 with total page 1600 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.

Download or read book Media and the Image of the Nation during Brazil s 2013 Protests written by César Jiménez-Martínez and published by Springer Nature. This book was released on 2020-04-30 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the struggles over the mediated construction and projection of the image of the nation at times of social unrest. Focussing on the June 2013 protests in Brazil, it examines how different actors –authorities, activists, the national media, foreign correspondents– disseminated competing versions of ‘what Brazil was’ during that pivotal episode. The book offers a fresh conceptual approach, supported by media coverage analysis and original interviews, that demonstrates the potential of digital media to challenge power structures and establish new ways of representing the nation. It also highlights the vulnerability of both ‘old’ and ‘new’ media to forms of inequality and disruption due to political interferences, technological constraints, and continuing commercial pressures. Contributing to the study of media and the nation as well as media and social movements, the author throws into sharp relief the profound transformation of mediated nationhood in a digital and global media environment.

Download or read book Handbook of Research on Future Policies and Strategies for Nation Branding written by Pistikou, Victoria and published by IGI Global. This book was released on 2021-06-18 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.