Branding a nation
Branding a nation is very useful to promote it's international identity, power, and economic potential. If I were to come up with my
own nation branding framework I would firstly analyze the strengths and weakness
of the country in question. The strengths will allow me to see what the country
already has to offer and to utilize these strengths in the nation branding
framework. Secondly, knowing the weakness of a country will allow me to see
what can be improved upon and what most crucially needs improvement in order to
provide support from the strength-based branding. For example, perhaps a
strength of a country is the beautiful natural waterfalls, however, in recent
years there has been more littering. With the support of the country we could
instill frameworks that would brand the country as a paradise of waterfalls
while simultaneously protecting the image by creating policies to prevent littering.
I do think it is important for the branding to be as truthful as possible or,
if the country wishes to create strengths to use in branding, then the whole
nation would need to be in support of it. It is crucial that any movement towards
brandings doesn’t negatively affect the people in the country. Take for example,
the Baroque and Rococo styles of 17-18th century France that was
promoted by the nobles and King Louis the XIV who pushed the luxurious image of
France all the while the rest of the population were often enduring starvation
and poverty. If the country suffers while the nation is being branded then the
nation will sooner or later go against the government.
Vietnam has had difficulties growing their economy as they have yet to develop large-scale firms. Originally, economists pushed the idea that Vietnam was going to have massive economic success and that was the international image of the country. However, things took a turn for the worst when in 2007 the country was overwhelmed with bad debt and other issues. One of the major problems is that Vietnam was not able to make it past the use of labor-intensive cheaper commodities to higher level of exports and marketing. With the failures of the government, this has also caused issues for Vietnamese forward movement and without economic forward movement it will be difficult to place resources towards rebranding itself at the moment.
Question: How can a country rebrand itself when it has limited financial resources?
Image:
https://www.carlosja.com/wp-content/uploads/2014/11/BrandingPortfolio.jpg
Source:
Pincus, J. "Why Doesn’t Vietnam Grow Faster?: State Fragmentation and the Limits of Vent for Surplus Growth." Journal of Southeast Asian Economies (JSEAE), vol. 32 no. 1, 2015, pp. 26-51. Project MUSE, muse.jhu.edu/article/580398.
Vietnam has had difficulties growing their economy as they have yet to develop large-scale firms. Originally, economists pushed the idea that Vietnam was going to have massive economic success and that was the international image of the country. However, things took a turn for the worst when in 2007 the country was overwhelmed with bad debt and other issues. One of the major problems is that Vietnam was not able to make it past the use of labor-intensive cheaper commodities to higher level of exports and marketing. With the failures of the government, this has also caused issues for Vietnamese forward movement and without economic forward movement it will be difficult to place resources towards rebranding itself at the moment.
Question: How can a country rebrand itself when it has limited financial resources?
Image:
https://www.carlosja.com/wp-content/uploads/2014/11/BrandingPortfolio.jpg
Source:
Pincus, J. "Why Doesn’t Vietnam Grow Faster?: State Fragmentation and the Limits of Vent for Surplus Growth." Journal of Southeast Asian Economies (JSEAE), vol. 32 no. 1, 2015, pp. 26-51. Project MUSE, muse.jhu.edu/article/580398.
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