COUNTRY IMAGE AND COUNTRY BRAND BUILDING
COUNTRY IMAGE AND COUNTRY BRAND BUILDING
Author(s): Veronika MoravčíkováSubject(s): Social Sciences, Psychology, National Economy, Communication studies, Sociology of Culture, Sociology of the arts, business, education, Marketing / Advertising, Tourism, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; nation branding;country image
Summary/Abstract: The paper deals with the issue of creating and building country brand via the so-called nation branding. Creating country brand with an international reach is part of foreign political activities pursued by individual countries. This piece further provides a theoretical background on creation of nation brand and its final perception on various levels, noting that nation brand is one of the chief tools of marketing communication employed by individual countries in their quest to achieve positive perception abroad. In addition, this contribution provides a brief outline of the current situation involving the creation of a country image and nation brand for the Slovak Republic.
Journal: Megatrendy a médiá
- Issue Year: 3/2016
- Issue No: 1
- Page Range: 314-328
- Page Count: 15
- Language: English