Connie Tsai: Week 3

National Rebranding

With exports decreasing due to the manufacturing capabilities of China, Taiwan has begun a shift towards a tourism-related economy. In order to do so, the primary concern of the Taiwanese government was to turn the global image of Taiwan as a manufacturing country into one which has tourist potential; that is, that tourism's impact on the country would be beneficial rather than harmful. Taiwan's rebranding as a tourist locale is exemplified by its "The Heart of Asia" campaign. In the image to the left, Taiwan's cultural sights are referenced, suggesting the things that tourists may do while visiting Taiwan. These include walking through night markets, eating at famous restaurants, visiting cultural locations, and enjoying the subtropical nature of the country. Other icons were created with the same visual shape and style in order to reinforce the brand image. By creating a system of colorful images that are related to Taiwanese experiences, it becomes easier for the country to brand itself as a series of experiences that can be undertaken in the country.

Furthermore, to fortify their national brand, companies based in Taiwan have been removing references to China—ROC or other such additions—and establishing themselves as wholly Taiwanese companies. While this may not seem like it has anything to do with tourism, the fact is that a country with a stronger national branding is capable of a completeness that would otherwise be impossible. For instance, a system of transportation which makes travel easier for foreigners would seem less connective than it would be if it carried the name of a foreign country.

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Question

What should a country focus on in order to properly brand or rebrand its aesthetic?

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Sources

Tourism Bureau, M.O.T.C. Republic of China (Taiwan). "Planning and Promoting 'Time for Taiwan'" 100觀光業務年報, n.d., http://admin.taiwan.net.tw/upload/contentFile/auser/b/annual_2011_htm/English/chapter7_2.html. Accessed 21 January 2017.

"Taiwan The Heart of Asia heart icon" Logopedia, n.d., http://vignette3.wikia.nocookie.net/logopedia/images/0/00/Taiwan_The_Heart_of_Asia_heart_icon.png/revision/latest?cb=20110212124707. Accessed 21 January 2017.