Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices PDF Download
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Author: Eva Niesing
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954891425
Category : Political Science
Languages : en
Pages : 193
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Book Description
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.
Author: Eva Niesing
Publisher: Anchor Academic Publishing (aap_verlag)
ISBN: 3954891425
Category : Political Science
Languages : en
Pages : 193
Get Book Here
Book Description
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.
Author: Eva Niesing
Publisher: diplom.de
ISBN: 3954896427
Category : Literary Collections
Languages : en
Pages : 194
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Book Description
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.
Author: Eva Niesing
Publisher: GRIN Verlag
ISBN: 3656429464
Category : Business & Economics
Languages : en
Pages : 187
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Book Description
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.
Author: Dunja Fehimovic
Publisher: Lexington Books
ISBN: 1498568289
Category : Social Science
Languages : en
Pages : 247
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Book Description
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.
Author: Arturo Rodríguez Morató
Publisher: Routledge
ISBN: 100002251X
Category : Political Science
Languages : en
Pages : 190
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Book Description
This book provides a broad overview of the development of Ibero-American cultural policy in an important and innovative way. This volume brings together specialists in the field, from different nations and disciplines, and provides the keys to understanding the different trajectories and experiences of some significant countries in the area on both sides of the Atlantic; the recent developments in this domain such as urban cultural regeneration policies and cultural development policies; and the dynamics of policy transfers such as cultural diplomacy. The book also contrasts the applicability and the explanatory power of the idea of the family of nations for the analysis of cultural policy with models inspired by the welfare regimes. This book allows international researchers an overarching view of the peculiarities and the latest achievements in the field of Ibero-American cultural policy. This book was originally published as a special issue of the International Journal of Cultural Policy.
Author: Leslie L. Marsh
Publisher: Rutgers University Press
ISBN: 1978819293
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
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.
Author: Pantea Foroudi
Publisher: Routledge
ISBN: 1317080645
Category : Business & Economics
Languages : en
Pages : 317
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Book Description
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
Author: Gian Luca Gardini
Publisher: Zed Books Ltd.
ISBN: 1780322569
Category : Political Science
Languages : en
Pages : 203
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Book Description
Twenty-first century Latin America is rich in history, culture, and political and social experimentation. In this fascinating and insightful analysis, Gardini looks at contemporary developments at three interconnected levels: state, region and globe. At the state level, leaders such as Evo Morales of Bolivia and Chavez of Venezuela embody a renewed intellectual autonomy in the continent, while revealing significant discrepancies between their rhetoric and their actions. At the regional level, while a consensus has emerged over Latin American unity as the only way towards development, the existence of several competing schemes of regional economic and political integration more accurately reflect the diversity of the area. At the global level, elements of change, such as the rise of Brazil and the involvement of China as a new trade partner, sit alongside traits of continuity, such as the crucial political, economic and ideational role played by Washington. Overall, Gardini argues that despite the numerous challenges to be faced, Latin America is now more wealthy, autonomous and better-placed in global geopolitics than at any time in its recent history.
Author: Sarah Radcliffe
Publisher: Routledge
ISBN: 1134805594
Category : Science
Languages : en
Pages : 224
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Book Description
Remaking the Nation presents new ways of thinking about the nation, nationalism and national identities. Drawing links between popular culture and indigenous movements, issues of 'race' and gender, and ideologies of national identity, the authors draw on their work in Latin America to illustrate their retheorisation of the politics of nationalism. This engaging exploration of contemporary politics in a postmodern, post new-world-order uncovers a map of future political organisation, a world of pluri-nations and ethnicised identities in the ever-changing struggle for democracy.
Author: Sean W. Burges
Publisher: Routledge
ISBN: 1317696573
Category : Political Science
Languages : en
Pages : 184
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Book Description
Latin America occupies an increasingly prominent position within the global political, economic and cultural consciousness, with intra-regional governance structures and multilateral processes now a key topic of interest to foreign policy and international business circles. It has become abundantly clear that outside of Latin America there is a poor understanding of how the shifting sands of regional power are impacting, not only on how regional countries fit into the global system, but also on how intra-regional relations are viewed and managed. The contributions to this collection investigate these issues, examining how changing global power dynamics are in turn impacting on national foreign policies and regional governance structures. The book focuses first and foremost on the Latin American view outwards, not the US or European view to the south. This book was originally published as a special issue of the Journal of Iberian and Latin American Research.
