A Country in the process of rebranding itself right now is Russia. Russia has long been viewed as the opposing power in the cold war. It was a mean strong Communist Country standing for everything the United States was against. However, after the cold war Russia has been on the decline and is now not viewed favorably by tourists. So the Russian government decided to put the people in charge of its rebranding. The people came up with slogans to increase Russia’s perceived friendliness but they are currently in dissonance with the government which aims to limit tourism on account of terrorism. This leaves Russia in a strange spot in regards to rebranding.
It is important to know the culture of the Country that I am branding because in Andrew Rowan’s article he makes it very clear that Vietnam has many different business practices than the US. If I were to go to Vietnam and expect to change a company as a young new employee, I would be shut down. This may work in the United States, where one employee shakes things up, but Vietnam values age and experience as well as personal relationships a lot more than the US business world. So to be successful in a Country, one must first understand what they value. One question I have is; would it be possible for one person to change a country’s work culture over time?
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