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

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

Abstract:
The paper by Fan explains what nation branding is. So first the difference between Nation branding and Nation brand is explained. Every Nation has a certain image with or without Nation branding. It examines the concept of nation branding, focusing especially on the question of what is being branded. The paper tries to explain what nation branding is and tries to explain the differences between on the one hand nation branding and product branding and on the other hand nation branding and product- country image. Furthermore it discusses paradoxical issues of nation branding and tries to give a broader context in which nation branding can be applied. But to find out how nation branding could help economic development in a country , more research is needed. It is hard to say how important the role of nation branding really is.

Key Words:
nation 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 surround branding and marketing communications, and cross-cultural 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 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...
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