Six weeks ago we featured the brilliant work of Jian Jay Wang, associate professor at the University of Southern California’s Annenberg School of Journalism. As the lead researcher on the school’s nation branding at Shanghai Expo 2010 team, he analyzed how countries used the Shanghai World Expo for their nation branding efforts.
Now we turn back to him to watch Mr. Wang touch some of the key issues in nation branding on these videos:
Over and over aqain i have said it that it is not nation branding but marketing. nation marketing is the systematic process by which a nation brand crafts and implements favourable public policies which are monitored, evaluated and proactively managed and the communication of her brand assets that are central,enduring, distinctive and target friendly.
Total nation marketing features policy changes in addition to destination marketing, export marketing( inward investment promotion) public diplomacy, cultural diplomacy and diaspora mobilization.
the Policy aspect is equally as important as the brand engagement let us cure the cancer before we do the facial makeup in order words may we craft favourable public policies before we launch world class brand communications this is an obvious call for synergy!
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