Fan, Ying : Branding the Nation: What Is Being Branded?

Fan, Ying Branding the body politic What is beingness mark? Journal of holiday Marketing Volume 12 Number 1. 2005 p. 4-13 Abstract The opus by Fan explains what state of matter brand is. So eldest the difference in the midst of Nation brand and Nation brand is explained. Every Nation has a certain attribute with or with come in Nation stigmatisation. It examines the concept of area branding, charge especially on the question of what is being branded.The paper tries to explain what res publica branding is and tries to explain the differences between on the one hand uncouth branding and product branding and on the separate hand terra firma branding and product- ground pic. Furthermore it discusses paradoxical issues of nation branding and tries to result a broader place setting in which nation branding chamberpot be applied. nevertheless to find out how nation branding could help frugal development in a coun deliver , more research is needed. It is great(p) to say how important the role of nation branding really is. attain Words ation branding, country branding, country-of-origin effect, product- country image, place marketing The author The paper is written by Ying Fan a senior lecturer at Brunel Business School, Brunel University in London. Dr Fan has held faculty positions at the universities of Lincoln, Hertfordshire and Durham. His research interests resound branding and marketing communications, and cross-ethnical management issues. Topic Branding the nation What is being branded? The major topic of the paper is what nation branding is and what the purpose of nation branding is.Research question What is being branded? Is a nation brand a separate entity, or an ingredient in the product brand? What is the direction of the correlation between countries that select produced muscular brands and those that are strong brands themselves ? Method The research method is a literary analysis Material and Structure of the paper On th e first page of his paper contact informations, informations on the author including a word picture of Fan are contributen. An Abstract sums up the Keywords and gives an overview over the article.All in all the paper of Fan is 9 pages long and is structured in the chapters Introduction What is Nation Branding? What is being branded? Nation branding and product branding Nation brand image and product-country image Paradoxes The broader context For a further misgiving Fan gives 3 Tables Terms apply in the literature Examples of nation branding where he gives 5 exemplars and explains what is being branded and a table on Comparison between nation branding and product branding . In his paper Fan makes validatory citations which are listed in the references.Here the references are ordered by mien in the text not alphabetically. The paper is easy to read and understand, it gives a good overview of the topic nation branding. The structure is easy to follow. The paper is anonymously refereed. Finding of the article The author points out that there is no adept definition on nation branding but gives a working definition for the paper Nation branding concerns applying branding and marketing communications techniques to promote a nations image. Nation branding can be used in different ways using the nations image to promote sales and exports place branding which is crack of tourism marketing political marketing for example the expression bloc of evil Nation branding in its true sense worry assuredness Britannia. The author points out that a nation is not a product in the conventional sense . The Nation itself can scarcely be changed, the benefits are purely emotional, the Image is complicated and the ownership is unclear. A nation brand is not centered on any ad hoc product, service or cause that can be promoted directly to the customer.But Nation branding concerns a countries whole image, covering political, economic, historical and cultural dimensions. A Nation has not one but multiple images. What image is retrieved depends on the audience , the context and the time. The author finds out that negative study image does not necessarily affect the purchase of products made by that country, by giving the example of Japan and China. The author tries to find out the direction of the correlation between countries that have produced strong brands and those that are strong brands themselves .Nation branding must be distinctive and help the country to position itself against competitors . A difficulty is that an inter home(a) audience have a different degree of knowledge of a nation and each country has different cultural values, thus decodes the nub differently. Nation branding a lot try to communicate a single image or message to different audiences in different countries . This renders for the author the message meaningless, but to try to be all things to all people will in the aspect of the author inevitably fail .What is the mess age a nation wants to send, give up a old but unique image in favor of the new image. This can fail like for example Cool Britannia did. Another difficulty in nation branding is that a national identity is very difficult to define. Furthermore in nation branding, an understanding of the customers existing perception of the nation is very important. A certain image is made over time. Another important aspect of nation branding is the internal audience.The author points out that Nation branding is just one part of a marketing dodge which is part of the business strategy and that often nation branding is overestimated even if it is a powerful tool. It is for example not sufficient for the country to promote its image enthusiastically to other nations if the economic basis for the nation brand is not there or the political situation is unstable. The image problem of a region or nation most often results from political and socio-economic troubles which must be solved, nation branding wil l not solve a countrys problems but only serves as the final touch .