Drishtikon: A Management Journal

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Branding a Nation: Framework for Building Favorable Country-image


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1 Assistant Professor (Marketing) Symbiosis Centre for Management and Human Resource Development (SCMHRD) Hinjewadi, Pune 411 057
     

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There exists an intensified competition among different countries to attract investments, tourists and exports. The purpose of this paper is to build a new framework for creating better images for countries through image makeover so that they can have a strong global presence. It also critically examines whether brands have the capability of making or marring the image of their country of origin and vice versa.

To an extent country image translates into the image of its products and vice versa. But this is not necessarily true under all circumstances. The proposed framework augments the literature on nation branding and fills the identified gap in the same. Brands can stand out on their own. The study is conceptual and based on theoretical avenues available in this area.

Images of Brands and their countries are interlinked. They can either make or mar each others' reputation. The paper proposes a framework for creating better images for countries through image makeover. Descriptive research approach has been used. The framework for this study is grounded in interactions and review of the literature. Focus group discussions and in-depth interviews were held.


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  • Branding a Nation: Framework for Building Favorable Country-image

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Authors

Anita Gupta
Assistant Professor (Marketing) Symbiosis Centre for Management and Human Resource Development (SCMHRD) Hinjewadi, Pune 411 057

Abstract


There exists an intensified competition among different countries to attract investments, tourists and exports. The purpose of this paper is to build a new framework for creating better images for countries through image makeover so that they can have a strong global presence. It also critically examines whether brands have the capability of making or marring the image of their country of origin and vice versa.

To an extent country image translates into the image of its products and vice versa. But this is not necessarily true under all circumstances. The proposed framework augments the literature on nation branding and fills the identified gap in the same. Brands can stand out on their own. The study is conceptual and based on theoretical avenues available in this area.

Images of Brands and their countries are interlinked. They can either make or mar each others' reputation. The paper proposes a framework for creating better images for countries through image makeover. Descriptive research approach has been used. The framework for this study is grounded in interactions and review of the literature. Focus group discussions and in-depth interviews were held.


References