Nation Branding – The Mega-Event Debate.
July 25, 2011
In recent years, marketers have coined the term ‘Nation Branding’ as an attempt to position countries in a new light, in order to attract perceived financial investments from abroad, revitalize local economies and of course, create business opportunities for the advertising industry. They often use the phase ‘it will bring invaluable benefits.’ But we know, anytime someone uses the word ‘invaluable,’ they usually don’t understand how to measure it. This paper makes an attempt to measure the value of ‘National Branding’, and find out if in fact there is any substance to such an unqualifiable topic. When marketers talk about how to quantify a nation’s brand, a common expression would arise that the hosting of mega-events is the one-all fix-all solution. Marketers are not wrong in making that link. After all, it was via this platform that countries from the United States to China have shown their supremacy in one way or another, and over the course of a brief but intense event, move international perception of their respective nations as the world tunes in through multiple media channels. There will be a look at both the pros and cons of the hosting of mega events and how it impacts nation building and branding.
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