National branding strategy and its effects on business and tourism

Pop Nicolae Al. (), Baba Cristina Andrada (), Anysz Raluca Năstase () and Tohanean Dragos ()
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Pop Nicolae Al.: Bucharest University of Economic Studies,Bucharest, Romania
Baba Cristina Andrada: Bucharest University of Economic Studies,Bucharest, Romania
Anysz Raluca Năstase: Bucharest University of Economic Studies,Bucharest, Romania
Tohanean Dragos: Bucharest University of Economic Studies,Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2020, vol. 14, issue 1, 1005-1013

Abstract: Branding is the process through which a products’ or a services’ brand image is changed or is being developed. Over time, the branding process was approached from many perspectives to serve different purposes, therefore the nation branding was introduced to create a recognizable image for a country, which started to grow year by year. The scope back then, was the same as now, meaning to consolidate a nation’s position in a competitive environment and to improve its reputation. A positive national image contributes to the economic growth by building up a touristic national brand, attracting foreign investors, building trust in the national companies and brands, it encourages exports, develops the public diplomacy and slows down emigration. A good national branding is advantageous for all parties involved, for the private and the public sector, as well as for all bodies and citizens, and these same parties play an important role in building it. While all parties involved are conscious about the need of a coherent brand and are willing to contribute to the branding process, it is actually a challenge to build functional models to implement it and facilitate a strategic communication. This article is using case studies and desk research to study suitable models and communication strategies, which can be applied in the national branding process. It is proposing good practices to bring together research, business, policy making actors and individuals.

Keywords: branding; nation branding; strategy; business model; communication (search for similar items in EconPapers)
JEL-codes: M00 M10 M19 M30 M38 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:14:y:2020:i:1:p:1005-1013:n:10

DOI: 10.2478/picbe-2020-0095

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