Week 10 - Angela Oh

Government, industry, and people are necessary in successful national branding. Without the inclusion and support of these three groups, the likelihood of a brand "sticking" is low. In creating my own model of national branding, I would also include certain societal aspects such as income inequality and purchasing power parity. Income inequality refers to the disparity in wealth between low and high income individuals, with the rich getting richer at the expense of the poor. Purchasing power parity refers to and compares the different values of the same amount of money in different countries. For example, ten dollars will buy you a lot more items and services in America than in Africa. These disparities are important to pay attention to when creating a brand. They can be a potential reason why your brand is unappealing or unexciting to members of society.

Question: In what ways can branding a country compare to branding a corporation? In what ways is it harder or easier?


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