Branding a nation starts with the nation itself. I truly
believe in the ability to shape a country’s path towards positive branding and
good reputation. If I were to play a part in branding a nation, I would first focus
on my country’s strengths – What products does it have to offer to the world?
Who is playing a role in this product? What are their strengths? And second,
practice good morals and values from the beginning. The growth of Asian
countries over the years have occurred because of their focus on strengths and
resources: “Southeast Asian economies have specialized in the export of
agricultural commodities like rubber and palm oil, adopting and developing new
technologies, rationalizing management and reaping economies of scale” (27).
Another important thing to focus on is growth of technology and a nation’s
ability to incorporate it into improving its strengths. I have seen this
practice very useful in my start-up project, by solely focusing on what our
team does best, and to take advantage of that as much as we can. We also needed
to be aware of the technologies involved in our wellness mobile application,
and how technology can be impactful to the world.
I believe that branding a nation also requires the nation to
practice good morale. Vietnam has a lot of trouble with this, as their industry
and government can often become corrupt due to desires of personal gain:
“Greater transparency in the assignment of land use rights and a prohibition of
non-financial corporations owning shares in banks would reduce bank-seeking
opportunities” (48). When healthy and positive business happens, a nation can
then be branded as loyal, promising, reliable, and trustworthy. The morale of
the people influences a nation’s identity, which is why it is important to implement
policies that hold citizens and government officials accountable for their
actions.
By putting resources and efforts into strengths and good
morale, it will be easier to positively brand a nation that has something to
show for it. Then, we will not be just “making labels up” or pulling it out of
our imagination. A nation must prove itself through its people, industries,
governments, and its valuable products before given any brand.
Question: What are some international relational frameworks
that will help positive branding for a nation?
Works Cited:
Jonathan Pincus. “Why Doesn’t Vietnam Grow
Faster?: State Fragmentation and the Limits of Vent for Surplus Growth.”
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