Nation branding.

• Main Authors: Koo, Yu Min., Seah, Natalie Hui Huan., Tan, Sock Kee.
• Other Authors: McGovern, Ian
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/11333
• Institution: Nanyang Technological University

This paper attempts to gain a better understanding of the term Nation Branding and the components involved in developing and executing a successful nation branding campaign. This study investigates the different perspectives on nation branding by identifying and analyzing the different academic frameworks on the topic. Through our analysis, we found that none of the currently available frameworks was comprehensive enough for application. Hence, we went on to perform an in-depth analysis on each framework, hoping to discover its strengths and weaknesses so as to aid us in the development of a new framework that is holistic enough for nations to apply. Based on the application, we were also able to conclude that the framework we have developed has met the primary objectives we have set out i.e. easy for nations to apply, clearly defined roles and detailed illustrations of key relationships of stakeholders.