Uyen Ngo-Week 1

 While there are many factors that contribute to a successful cooperation, one of the biggest contributors is by far, branding and marketing. In fact, creating a company's image has become so crucial in the business world that it has become its own field. This also translates when it comes to nations, which some could argue, are large cooperations themselves. However, this time, instead of selling a tangible object to consumers, they are attempting to sell an idea to their fellow nations. It is important to note that when it comes to "rebranding, there are benefits that are paired with consequences. While there is no doubt that rebranding could be the first step to catalyzing a nation in the global economy, it can ultimately come at the cost of its own people. 

For quite some time, Greece was seen as the ultimate paradise travel destination. As shown in popular films such as "Mamma Mia", who wouldn't want to come to Greece, dance on the sunny beach, and fall in love? However, in an attempt to rebrand themselves as a world destination, they have unfortunately let that attempt become a factor in their current financial demise. A major example comes in the form of the Olympics. On its own it seems like an amazing idea. What is a better way to enter the elites than to host the biggest sporting event in the world? However, the 2004 Olympics led the Greece government to end up spending 11 billion on the venues, money that could have easily been allocated elsewhere (Scherer, Shi). A usual benefit of hosting the Olympics is that it usually leads to the construction of new buildings, airports, transportation systems, etc. The irony was that Greece had missed out on this benefit as the majority of these venues ended up being torn down due to neglect (Scherer, Shi).

While change is always positive and rebranding as a whole is a great idea, it is important to remind ourselves that when it comes to rebranding something as complex as a nation, there are precautions that must be taken. There are no rules or guidelines as every country is unique on its own so it is important to assess the country as a whole before deciding what is the right steps when it comes to the rebranding process. Ultimately, it is about finding a balance in order to rebrand the nation in a way that does not lead to consequences that could ultimately sink a country on its way to reforming its identity.

Works Cited

http://fortune.com/2016/08/10/olympics-financial-disasters/
https://publicandculturaldiplomacy3.wordpress.com/2012/04/21/public-diplomacy-and-nation-branding-7/