Impact of Nation Branding Campaigns on Country Image: Germany vs. Brazil

Anca-Georgiana Andrei ()
Additional contact information
Anca-Georgiana Andrei: Bucharest University of Economic Studies, Romania

CACTUS - The Tourism Journal for Research, Education, Culture and Soul, 2016, vol. 14, issue 1

Abstract: The purpose of this paper is to show how a successful nation brand campaign can influence the image of a country and to highlight its positive impact on different areas such as tourism or foreign investments. Two nation branding campaigns, implemented one in Germany and one in Brazil, during FIFA World Cup, 2006 and 2014, were examined in comparison in order to write out the necessary conclusions which support the hypothesis above. The study also proposes to demonstrate that Blue Ocean Strategy was used with success in Germany’s nation branding campaign.

Keywords: nation branding; country image; blue ocean strategy; nation brand index; globalization; competitive advantage (search for similar items in EconPapers)
JEL-codes: M39 O5 Z29 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://cactus-journal-of-tourism.ase.ro/Pdf/vol14/6%20Anca%20Andrei.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bum:cactus:cactus-2016-12

Access Statistics for this article

CACTUS - The Tourism Journal for Research, Education, Culture and Soul is currently edited by CACTUS Editorial Team

More articles in CACTUS - The Tourism Journal for Research, Education, Culture and Soul from Bucharest University of Economic Studies
Bibliographic data for series maintained by CACTUS Editorial Team ().