If countries were cars, which would be the fastest, the safest and the sexiest? The answers are no accident. Nations are increasingly calling on advertising agencies to rebrand them as they have done other big business.
The mental image that’s immediately conjured up by the mention of a country’s name has enormous implications, and not just for its tourist trade or its foreign direct investment figures. A nation’s brand – what it stands for – is an enormously powerful thing, as many countries are realising. It can boost or hold back the businesses that call it home, and affect the way its nationals are treated as tourists or potential employees. “Countrybranding” verder lezen
