Imaginea de Tara

8/10/2019 Imaginea de Tara

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Images of nationsImages of nationsNation brandingNation branding

Elena Alina DOLEA, PhDElena Alina DOLEA, PhD


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What is...What is...

your next holidayyour next holidaydestination?destination?


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Form, fundamentally, through a very complex communication process involving

varied information sources.Images of nationsImages of nations

one's experiences in very early life

in school

in children's book

fairytales and other leisure literature

theater

accounts by relatives, acquaintances and friends


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Images of nationsImages of nations

The strongest image shapers

radio and TV transmissions of international programs

newspapers and magainescultural exchange programs

sports

books news services


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Education and travel that is thedegree of personalexperienceof foreign cultures are also of extraordinaryimportance to image building (Kunczik, 1997, pp. 1-2).

The various communication sourcesImages of nationsImages of nations

the image or images of another nation in all strata of a population.


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! once established in a group, stereotypes tend to persist (M. Sherifand C. W. Sherif , 1956, p.653 in Kunczik (1997, p.5).


Kunczik (1997) explains the concept of image of nation fromLippmanns (1922) stereotype:

! Man... is learning to see with his mind vast proportions of theworld that he could never see, touch, smell, hear, or remember.

! Gradually, he makes for himself a trustworthy picture inside hishead of the world beyond his reach (p.181)


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! it is a process developed in time, throughout history and this isan aspect often neglected.


! prejudices about nations are carried forward through generations,so thathistorical events of long agoremain decisive in a nation'simage (Kunczik, 1997, p.3)

! little research on the historical dimension of image building, becausethis isnot only a process that takes place in present.


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CCountry-of-origin effectountry-of-origin effect--

COOCOO

! Country-of-origin effect(beginning of 1960s) from a classical marketingperspective - the relationship between a product and its place of origin

! After the second half of 1960s definitions of COO effect include also

services: the effect that a product or services origin has on consumerattitudes and behavior towards that product or service (Dinnie, 2008).

! The process of conceptualizing nation branding continued with thestudy ofcountry images(1970s-1990s) from a similar marketing

perspective focused on consumer buying decision.


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Marketing & CountryMarketing & Country

imageimage

Kotler et al. (1993) -country image

! the sum of beliefs and impressions people hold about places. Imagesrepresent a simplification of a large number of associations and pieces of

information connected with a place.

!They are a product of the mind trying to process and pick out essentialinformation from huge amounts of data about a place. (p. 141).


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Place imagePlace image

the place of origin =a dynamic product.

->place imageemerges as a concept that incorporates the concept of countryimage since there are a variety of other places that can be considered, suchas cities, regions, etc.

-> strategic image management

! the ongoing process of researching a places image among itsaudiences,

!segmenting and targeting its specific image and its demographicaudiences,

! positioning the places benefits to support an existing image or create anew image,

! and communicating those benefits to the target audiences (Kotler etal., 1993, pp. 1423).


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Place marketingPlace marketing

place marketingemerged as a new area of investigation within the field ofstudy of marketing after1990.

Kotler et al., 2002),place marketingis designing a place to satisfy the

needs of its target markets

The termnation brandwas coined (1996)

The focus of academics and practitioners wasto clearly distinguishbetween marketing and branding places, to explain why there is a needfor them and describe how they function and what benefits they bring


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Nation brandingNation branding

Olins (1999) and Anholt (2007): there was much reluctance with which theidea of nation as a brand was first received.

Putting together the term nation that stands for statecraft and is deeply

rooted in the traditional discipline of political sciences,

and the term brand emerged from a new and sometimes misunderstoodfield of study deriving from marketing

was in 1990s almost unconceivable.


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Nation branding city &Nation branding city &

region brandingregion branding

! An emergence of city & region branding

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