• In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries' competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region's countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.
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    8189 РУБ.

  • Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation´s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries´ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students.Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region´s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practice...
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    6289 РУБ.

  • Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Auckland, language: English, abstract: This study addresses the research question; to what extent can nation branding create a competitive advantage for small nations? The concept of nation branding had its origins in the post-Cold War realities of a global neo-liberal economy, occurring as a spin-off from commercial brand management practices. For a small nation, the pressures of risk entailed in foreign exchange and trade transactions, cultural and political vulnerabilities are beyond the capacity of many to control, therefore nation branding which is promoted as giving a competitive advantage to nations, is an attractive consideration. This study examines and discusses the practice and study of nation branding and the possibility of imposing strategic management framework upon what had been largely a marketing-communications led concept. From the literature the characteristics of ineffective nation branding and the ethical considerations entailed in addressing a nation as a 'product' are reviewed. Implications for the stakeholders - the citizens and residents of a nation, and policymakers seeking a competitive advantage for their small nation are also reviewed. Cases of intentional small nation branding in Eastern Europe and New Zealand are compared to a case on Finland, where competitive advantag...
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    2989 РУБ.

  • Das Konzept „Nation Branding" stellt nicht nur ein relativ junges Phänomen dar, sondern ist auch gegenwärtig nur schwach in der sozial- und kulturwissenschaftlichen (inklusive der linguistischen) Forschungsliteratur repräsentiert. Die Bedeutung des Nation Branding wächst jedoch aufgrund der zunehmenden Globalisierung und der damit verbundenen Verschärfung des weltweiten Wettbewerbs zwischen den Staaten fortlaufend.Die vorliegende Studie setzt sich aus soziolinguistischer Perspektive mit ausgewählten Aspekten des Nation Branding Österreichs bzw. mit bestimmten Submarken der „Marke Österreich" auseinander. Dabei werden die Internetauftritte dreier österreichischer Institutionen in Polen (Österreichisches Kulturforum, Österreich-Institut und Österreich-Werbung) analysiert. Untersucht wird dabei, welche Aspekte Österreichs beim Nation Branding in den Mittelpunkt gestellt werden und welche eher weniger Beachtung finden.
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    6114 РУБ.

  • Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, De Montfort University Leicester, course: Master of Science in Marketing Management, language: English, abstract: ABSTRACTTitle of the dissertation: Nation Brand in Oman: Studying Stakeholders' Views On "Branding Oman''Objectives: This thesis will be valuable in that it will identify the notion of nation branding and investigate the nation brand in Oman, studying current stakeholders' views on "Branding Oman"; more specifically, this thesis has three main goals as follows: 1) To determine the agreed relevance of "Branding Oman" for the different key stakeholders: i) Review and identify key stakeholders in "Branding Oman". ii) Review and evaluate the "Branding Oman'' sectors. iii) Identify Branding Oman challenges. 2) To find out the key stakeholders' views towards the current sectors applicable to "Branding Oman". 3) To build a successful comprehensive framework for Brand Oman.Methodology/Sample: The qualitative research approach was adopted and qualitative interviews were conducted with the "Purposeful Sample", which served to narrow the researcher's search to a more relevant sample to represent different stakeholders. Research Findings: It has been observed through the researcher's findings that the idea of having four sectors (tourism, business a...
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    5427 РУБ.

  • Die Imagebildung von Nationen basiert auf einem sehr komplexen Kommunikationsprozess. Es gibt verschiedene Informationsquellen, welche das jeweils eigene Bild einer Nation formen. Ein Land wird von vielen Seiten nach außen präsentiert. Verschiedenste Organisationen, Einrichtungen, Unternehmen sowie die gesamte Bevölkerung haben Kontakt mit anderen Nationen, sei es in politischem, wirtschaftlichem, privatem oder kulturellem Kontext. Ein Staat ist kein Produkt, sondern ein komplexes und multidimensionales Gebilde. Dieses zu einer Marke zu machen, erfordert ein umfassendes Repertoire an Wissen und ein ausgeklügeltes Konzept. Durch professionelle Imagebildung hat eine Nation die Möglichkeit, eventuell unentdeckte bzw. ungenutzte Ressourcen ins Licht der Öffentlichkeit zu rücken und positiv auf sich aufmerksam zu machen. Durch gezieltes Nation Branding kann sich die Chancengleichheit von Nationen, welche aufgrund der zunehmenden Globalisierung und der damit verbundenen Verflechtung der Weltwirtschaft einem starken Konkurrenzdruck am internationalen Markt ausgesetzt sind, verbessern. Die vorliegende Untersuchung beinhaltet die wichtigsten theoretischen Grundlagen des umfangreichen Themengebietes Nation Branding. Ein besonderes Augenmerk wird auf die Rolle der Public Relations im Nation Branding Prozess gelegt. Des Weiteren wird anhand von drei Ländern (Litauen, Lettland und Nigeria) veranschaulicht, wie Nation Branding aktuell in der Praxis betrieben wird.
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    7314 РУБ.

  • Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
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    4307.1 РУБ.

  • Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, Vienna University of Economics and Business (Institute for English Business Communication), course: Wirtschaftskommunikation Englisch, language: English, abstract: Branding products and services is a common and well-known marketing tool, but is it also possible to brand a country?The following paper will discuss the question mentioned above in more detail. At first, general aspects of the branding-process are presented, followed by a detailed analysis of the possibility and the process of nation branding. In the last part, the current image of Austria is presented.
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    1652 РУБ.

  • Based on the most extensive survey ever conducted of religion in America, this book delivers surprising revelations about the religious beliefs, practices, and affiliations of Americans and about the complex dynamics of a country that is paradoxically among the most religious and the most secular on Earth.
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    1414 РУБ.

  • Seminar paper from the year 2007 in the subject Business economics - Personnel and Organisation, grade: 1,7, University of applied sciences, Neuss, course: Marketing, 14 entries in the bibliography, language: English, abstract: Employee attraction and retention will continue to play an important role for companies. Vacancies needs to be filled with qualified and flexible talents which are limited available on the HR market. Thus companies have to create effective instruments for fighting for talents. Before compiling a strategy for initiating an Employer Branding development, this working paper analyzes the needs for Employer Branding as well as the elements influencing the attractiveness of an Employer.According to surveys mentioned in the following chapters, it is proven that a strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand. The attributes playing highest role in Employer Branding importance are reputation of products and services, corporate culture and work environment.The practical roadmap for initiating an Employer Branding strategy consist of a four step system. Embedded system elements are (1) assess, (2) construct, (3) implement and (4) measure. In the phase of setting up an Employer Branding strategy as well as measuring its effectiveness, a benchmarking with other company's efforts and best practices can be helpful. Some sources and suc...
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    2152 РУБ.

  • According to media reports, Latin America is one of the most violent regions in the world—a distinction it held throughout the twentieth century. The authors of Violence and Crime in Latin America contend that perceptions and representations of violence and crime directly impact such behaviors, creating profound consequences for the political and social fabric of Latin American nations.Written by distinguished scholars of Latin American history, sociology, anthropology, and political science, the essays in this volume range from Mexico and Argentina to Colombia and Brazil in the twentieth and twenty-first centuries, addressing such issues as extralegal violence in Mexico, the myth of indigenous criminality in Guatemala, and governments’ selective blindness to violent crime in Brazil and Jamaica. The authors in this collection examine not only the social construction and political visibility of violence and crime in Latin America, but the justifications for them as well. Violence and Crime in Latin America makes a substantive contribution to understanding a key problem facing Latin America today. This original, thought-provoking volume enhances our understanding of crime and violence throughout the Western Hemisphere.
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    4052 РУБ.

  • A History of Interest Rates presents a very readable account of interest rate trends and lending practices over four millennia of economic history. Despite the paucity of data prior to the Industrial Revolution, authors Homer and Sylla provide a highly detailed analysis of money markets and borrowing practices in major economies. Underlying the analysis is their assertion that «the free market long-term rates of interest for any industrial nation, properly charted, provide a sort of fever chart of the economic and political health of that nation.» Given the enormous volatility of rates in the 20th century, this implies were living in age of political and economic excesses that are reflected in massive interest rate swings. Gain more insight into this assertion by ordering a copy of this book today.
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    7951.56 РУБ.

  • What role does war play in political development? Our understanding of the rise of the nation-state is based heavily on the Western European experience of war. Challenging the dominance of this model, Blood and Debt looks at Latin America's much different experience as more relevant to politics today in regions as varied as the Balkans and sub-Saharan Africa. The book's illuminating review of the relatively peaceful history of Latin America from the late eighteenth through the early twentieth centuries reveals the lack of two critical prerequisites needed for war: a political and military culture oriented toward international violence and the state institutional capacity to carry it out. Using innovative new data such as tax receipts, naming of streets and public monuments, and conscription records, the author carefully examines how war affected the fiscal development of the state, the creation of national identity, and claims to citizenship. Rather than building nation-states and fostering democratic citizenship, he shows, war in Latin America destroyed institutions, confirmed internal divisions, and killed many without purpose or glory.
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    7202 РУБ.

  • Contemporary Latin America presents the epochal political, economic, social, and cultural changes in Latin America over the last 40 years and comprehensively examines their impact on life in the region, and beyond. Provides a fresh approach and a new interpretation of the seismic changes of the last 40 years in Latin America Introduces major themes from a humanistic and universal perspective, putting each subject in a context that readers can understand and relate to Focuses on ‘Ibero-America–Brazil and the eighteen countries that were formerly Spanish possessions- while offering valuable comparative views of the non-Iberian areas of the Caribbean Emphasizes the global, regional and national dimensions of the regions recent past
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    8822.26 РУБ.

  • In Latin America, where even today writing has remained a restricted form of expression, the task of generating consent and imposing the emergent nation-state as the exclusive form of the political, was largely conferred to the image. Furthermore, at the moment of its historical demise, the new, 'postmodern' forms of sovereignty appear to rely even more heavily on visual discourses of power. However, a critique of the iconography of the modern state-form has been missing. This volume is the first concerted attempt by cultural, historical and visual scholars to address the political dimension of visual culture in Latin America, in a comparative perspective spanning various regions and historical stages. The case studies are divided into four sections, analysing the formation of a public sphere, the visual politics of avant-garde art, the impact of mass society on political iconography, and the consolidation and crisis of territory as a key icon of the state.Jens Andermann is a Lecturer in Latin American Studies at Birkbeck College, London, and co-editor of the Journal of Latin American Cultural Studies. Among his publications are Mapas de poder: una arqueología literaria del espacio argentino (Rosario, 2000) and articles for major journals in Argentina, Brazil, Europe and the US.William Rowe is Anniversary Professor of Poetics at Birkbeck College, London. His book Memory and Modernity: Popular Culture in Latin America (London, 1991) has been translated into several lan...
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    4589 РУБ.

  • Master's Thesis from the year 2016 in the subject Tourism, grade: 2.1, , course: Tourism Management, language: English, abstract: It is widely agreed that the recent history of economic crisis in Zimbabwe had negative effects on tourism in the country. Soon after a decade of political and economic instability, Zimbabwe is faced with several challenges to position the destination in an increasingly competitive global marketplace and to create a unique identity to differentiate itself from competitors. Thus destination branding can be a strategic marketing component with considerable importance in promoting the discovery of the country severely impacted by a volatile economic and political environment. This study sought to develop a destination branding framework for tourism development in Zimbabwe based on stakeholders' perspectives. The underpinning objectives were, to determine the nature of Zimbabwe's tourism destination brand, to establish the tourism destination branding process in Zimbabwe, to identify the benefits of destination branding for tourism stakeholders in Zimbabwe, to identify the development preferences about destination branding in Zimbabwe and to determine the destination branding support strategies for tourism development in Zimbabwe. A positivist philosophy was adopted for the study with a quantitative approach. The study made use of a cross-sectional survey design with a sample of 417 randomly selected tourism stakeholders. Data were analysed...
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    5927 РУБ.

  • The Gift in Antiquity presents a collection of 14 original essays that apply French sociologist Marcel Mauss’s notion of gift-giving to the study of antiquity. • Features a collection of original essays that cover such wide-ranging topics as vows in the Hebrew Bible; ancient Greek wedding gifts; Hellenistic civic practices; Latin literature; Roman and Jewish burial practices; and Jewish and Christian religious gifts • Organizes essays around theoretical concerns rather than chronologically • Generates unique insights into gift-giving and reciprocity in antiquity • Takes an explicitly cross-cultural approach to the study of ancient history
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    9696.93 РУБ.

  • The transition to democracy under way in Latin America since the 1980s has recently witnessed a resurgence of interest in experimenting with new forms of local governance emphasizing more participation by ordinary citizens. The hope is both to foster the spread of democracy and to improve equity in the distribution of resources. While participatory budgeting has been a favorite topic of many scholars studying this new phenomenon, there are many other types of ongoing experiments. In Barrio Democracy in Latin America, Eduardo Canel focuses our attention on the innovative participatory programs launched by the leftist government in Montevideo, Uruguay, in the early 1990s. Based on his extensive ethnographic fieldwork, Canel examines how local activists in three low-income neighborhoods in that city dealt with the opportunities and challenges of implementing democratic practices and building better relationships with sympathetic city officials.
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    5127 РУБ.

  • Masterarbeit aus dem Jahr 2016 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Private Fachhochschule Göttingen, Sprache: Deutsch, Abstract: Die vorliegende Arbeit soll die Frage beantworten, woran es liegt, dass Employer Branding in mittelständischen Unternehmen so schleppend Einzug hält, obwohl die grundsätzlichen Vorteile einer bekannten Arbeitgebermarke auf dem Arbeitsmarkt auch im Mittelstand bekannt sind? Welche Rahmenbedingungen müssen gegeben sein, damit Employer Branding im Mittelstand funktionieren kann? Und welchen wesentlichen Herausforderungen steht der Mittelstand im Hinblick auf den Entwicklungsprozess von Employer Branding gegenüber?
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    5852 РУБ.

  • A volume in Contemporary Perspectives in Race and Ethnic RelationsSeries Editors:M. Christopher Brown II, Alcorn State Universityand T. Elon Dancy II, University of OklahomaAs the U.S. focuses on positioning itself to retain and advance its status as a world leader in technology and scientificinnovation, a recognition that community colleges are a critical site for intervention has become apparent. Community colleges serve the lion's share of the nation'spostsecondary students. In fact, 40% of all undergraduate students are enrolled in community colleges, these students account for nearly 30% of all STEM undergraduatemajors in postsecondary institutions. These students serve as a core element of the STEM pipeline into four-year colleges and universities via the community collegetransfer function. Moreover, community colleges are the primary postsecondary access point for non-traditional students, including students of color, first-generation,low-income, and adult students. This is a particularly salient point given that these populations are sordidly underrepresented among STEM graduates and in the STEMworkforce.Increasing success among these populations can contribute significantly to advancing the nation's interests in STEM. As such, the community college is situated as animportant site for innovative practices that have strong implications for bolstering the nation's production and sustenance of a STEM labor force. In recognition of thisrole, the National S...
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    6214 РУБ.

  • The United States has long been described as a nation of immigrants, but it is also a nation of religions in which Muslims and Methodists, Buddhists and Baptists live and work side by side. This book explores that nation of religions, focusing on how four recently arrived religious communities--Muslims, Buddhists, Hindus, and Sikhs--are shaping and, in turn, shaped by American values.For a generation, scholars have been documenting how the landmark legislation that loosened immigration restrictions in 1965 catalyzed the development of the United States as "a nation of Buddhists, Confucianists, and Taoists, as well as Christians," as Supreme Court Justice Tom Clark put it. The contributors to this volume take U.S. religious diversity not as a proposition to be proved but as the truism it has become. Essays address not whether the United States is a Christian or a multireligious nation--clearly, it is both--but how religious diversity is changing the public values, rites, and institutions of the nation and how those values, rites, and institutions are affecting religions centuries old yet relatively new in America. This conversation makes an important contribution to the intensifying public debate about the appropriate role of religion in American politics and society.Contributors:Ihsan Bagby, University of Kentucky Courtney Bender, Columbia UniversityStephen Dawson, Forest, VirginiaDavid Franz, University of VirginiaHien Duc Do, San Jose State UniversityJames Davison H...
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    4177 РУБ.

  • Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Hochschule Pforzheim, 139 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Zielsetzung und Aufbau der Arbeit (Kapitel 1.2)Ziel dieser Arbeit ist es, dem Leser aufzuzeigen, daß Marken auch im B2B-Sektor - und nicht nur wie derzeit hauptsächlich im B2C-Sektor - eine wichtige Rolle im Kaufprozeß einnehmen können. Ein geeignetes Instrument zur Markierung von B2B-Marken stellt dabei Ingredient Branding dar. Neben einer ausführlichen Erklärung dieses spezifischen Marketinginstrumentes mit all seinen Besonderheiten sollen insbesondere Best Practices für eine erfolgreiche Umsetzung von Ingredient Branding dargelegt werden.Als erstes erfolgt zunächst eine kurze Einführung in die bisherigen Marketingaktivitäten im B2B-Sektor mit dem Ziel, die zunehmende Bedeutung von B2B-Marken zu un-terstreichen. Darüber hinaus werden der B2B- und B2C-Sektor miteinander verglichen und Gemeinsamkeiten sowie Unterschiede beider Marktformen hervorgehoben.Das dritte Kapitel beschäftigt sich dann ausführlich mit Ingredient Branding. Es werden grundlegende Ingredient Branding Definitionen, Begriffsabgrenzungen zu verwandten Begriffen sowie markenrelevante Besonderheiten des Ingredient Branding besprochen. Des Weiteren wird die Mehrstufigkeit dieses Marketinginstrumentes erläutert.Im nächsten Kapitel erfolgt dann eine Konzentration auf die kommunikationspolitisch...
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    6539 РУБ.

  • This book analyzes the factors that affected the development of the banking sector in Latin America from 1850 to 1930. One of the most striking features of Latin America during this period was the very limited extent of banking development. Perhaps the most common explanation for some Latin American countries is that restrictive bank laws established high barriers to entry and discouraged the formation of banks and the provision of banking services. In this book, however, I show that liberal bank laws did not necessarily lead to highly developed banking systems, and that a low demand for banking services was a significant cause for the stunted development of the banking sector in most of Latin America during this era. Using annual data for seven Latin American countries for this period, I find that the long-run supply of banking services largely responded to changes in the demand for banking services. Country-case studies for Argentina and Peru strongly support these findings. In these two countries, the banking sector responded to the demand for banking sector by opening bank offices and providing banking services in response to positive demand shocks.
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    8914 РУБ.