Possible Resources of theCountry Brand Communication and its Classifi cations Based on the
POE Model Cover Image

Az országmárka-kommunikáció lehetséges eszközei és csoportosításuk a POE-modell alapján
Possible Resources of theCountry Brand Communication and its Classifi cations Based on the POE Model

Author(s): Árpád Papp-Váry, Máté Farkas
Subject(s): Media studies, Applied Geography, Theory of Communication
Published by: Medea Egyesület
Keywords: country branding, country image; marketing communications; POE model

Summary/Abstract: The number of marketing communication tools and channels is steadily increasing – in addition, this growth has beenaccelerated since the emergence of Internet and social media. On the one hand, there is an increasing dilemma of which toolsone should choose from the options, and on the other hand, the (material, human and time) resources devoted to this arelimited. This is valid both for the marketing communications of ’classic’ tools, services and countries. This article attempts topresent the variety of available options with the help of the POE (paid, owned, earned) model, and describe their advantagesand disadvantages. The novelty of the study is that it focuses on a review of country communication campaigns and initiatives.As a result of the analysis, all marketing communication tools supporting country branding are placed in a summary table,which may also facilitate the work of academics and practitioners in the fi eld

  • Issue Year: XIII/2018
  • Issue No: 4
  • Page Range: 19-40
  • Page Count: 22
  • Language: Hungarian