- Nation Branding and Place Marketing - I. The Marketing Plan
In the decades since World War II, economics prowess replaced military power as the crucial geopolitical determinant. The resilience of a country is measured by its inflows of foreign investment and by the balance of its current account - not by the number of its tanks and brigades. - Nation Branding and Place Marketing - II. The Product
What products do countries offer and market and how are they tailored to the needs of specific market segments? - Nation Branding and Place Marketing - III. The Price
A product's price reflects the shifting balance between supply and demand (scarcity) as well as the value of inputs, the product's quality, and its image as conveyed and fostered by marketing and advertising campaigns (positioning). Price is, therefore, a packet of compressed information exchanged between prospective buyers and interested sellers. - Nation Branding and Place Marketing - IV. The Place
Some countries are geographically disadvantaged. Recent studies have demonstrated how being landlocked or having a tropical climate carry a hefty price tag in terms of reduced economic growth. These unfavorable circumstances can be described as "natural discounts" to a country's price. - Nation Branding and Place Marketing - V. Promotion, Sales, Public Relations, Marketing, and Advertising
Advantages have to be communicated to potential customers if they are not to remain unrealized potentials. Moreover, communication alone - the exchange of information - is not enough. Clients have to be influenced and motivated to visit a country, invest in it, or trade with it. - Nation Branding and Place Marketing - VI. The Sales Force and Marketing Implementation Oversight
How should a country translate its intangible assets into dollars and cents (or euros)? - Nation Branding and Place Marketing - VII. Marketing Implementation, Evaluation, and Control
How can a country (region, state, city, municipality, or other polity) judge the efficacy of its attempts to brand or re-brand itself and, consequently, to attract customers (investors, tourism operators, bankers, traders, and so on)? - Nation Branding and Place Marketing - VIII. The Psychology and Demographics of the Consumer
The country's "customers" are its investors, tourists, traders, market intermediaries, NGOs, and office-holders in other countries and in multilateral institutions. Understanding their psychology and demographics is crucial. Their interactions with one another take place in a complex environment, affected by governments, social forces, cultural factors, and markets.
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