Managing a Nation Brand
In looking at the issue of nation branding, it is important to separate the rationale for nation branding from the obstacles that will be encountered in the exercise. A nation is by definition complex, with multiple out- puts, multiple stakeholders and multiple tar- get nations. There are going to be conflicts of interests between the stakeholders, such as tensions between the UK’s visa policy and the country’s goals to attract overseas stu- dents and visitors (Public Diplomacy Strat- egy Board, 2005). The process of reconciling all these different interests of the nation to achieve a coherent whole is a daunting task, giving critics who argue against nation branding a reason for claiming that a nation brand cannot be managed. However, if a na- tion succeeds in surmounting these difficul- ties, the nation brand will be a competitive advantage in the international arena. The benefits of the nation brand outweigh the difficulties in execution.
In terms of the management of the nation brand, countries generally take one of two approaches. One is a kind of controlled or
Managing a Nation BrandIn looking at the issue of nation branding, it is important to separate the rationale for nation branding from the obstacles that will be encountered in the exercise. A nation is by definition complex, with multiple out- puts, multiple stakeholders and multiple tar- get nations. There are going to be conflicts of interests between the stakeholders, such as tensions between the UK’s visa policy and the country’s goals to attract overseas stu- dents and visitors (Public Diplomacy Strat- egy Board, 2005). The process of reconciling all these different interests of the nation to achieve a coherent whole is a daunting task, giving critics who argue against nation branding a reason for claiming that a nation brand cannot be managed. However, if a na- tion succeeds in surmounting these difficul- ties, the nation brand will be a competitive advantage in the international arena. The benefits of the nation brand outweigh the difficulties in execution.In terms of the management of the nation brand, countries generally take one of two approaches. One is a kind of controlled or
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