Nation Branding. Austria as a brand
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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5.1 Measuring Aaker According to Anholt According to Morgan Additionally analysis Anholt Nation Brands assets attract Austrian image average rank beautiful landscape brand architecture brand Austria brand identity brand brand loyalty brand strategy brand brand‟s personality branding a nation Branding a product Branding Branding branding theory build a destination challenges companies company‟s competitors consumers corner corporate brand create current brand image current image destination brand positioning destination marketing develop a brand exports Germany http://www.marketingpower.com/mg-dictionary.php?SearchFor=brand&Searched=1 identified identity brand identity image of Austria image research important interviewed Austrians investment Kerr Kotler and Keller Laaksonen 2006 land of wine Milka Moreover Morgan and Pritchard Morgan Pritchard Nation Brand Hexagon Nation Brands Index obtain marketing research Opportunity Matrix people‟s perception Pike Place Branding positive customer-based brand possible to brand Pritchard 2004 Pritchard and Pride product life cycle products and services promoting segment stage strengths Threat Matrix trendsetters umbrella image www.GRIN.com