Executive Summary Branding the Nation

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Executive Summary:

Branding the nation: What is being branded? Journal of Vacation Marketing Volume 12 Number 1.2005 p. 4-13

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 surround branding and marketing communications, and cross-cultural management issues.

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 element in the product brand? What is the direction of the correlation between countries that have produced strong brands and those that are strong brands themselves ?

Method :
The research method is a literary analysis

Material and Structure of the paper:
On the first page of his paper contact informations, informations on the author including a photo of Fan are given. 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:

What is Nation Branding?
What is being branded?
Nation branding and product branding
Nation brand image and product-country image
The broader context

For a further understanding Fan gives 3 Tables: Terms used in the literature ; Examples of nation branding where he gives 5 examples and explains what is being branded and a table on Comparison between nation branding and product branding . In his paper Fan makes indirect citations which are listed in the references. Here the references are ordered by appearance 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...
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