Building country image process

Marketing (Beograd. 1991)

Zubović Jovan¹ 

[1] Institute of Economic Sciences, Belgrade, Serbia;

关键词: brand;    country image;    strategy;    loyalty;    investments;   

DOI  :  

来源: DOAJ

【 摘 要 】

The same branding principles are used for countries as they are used for the products, only the methods are different. Countries are competing among themselves in tourism, foreign investments and exports. Country turnover is at the level that the country's reputation is. The countries that begin as unknown or with a bad image will have limits in operations or they will be marginalized. As a result they will be at the bottom of the international influence scale. On the other hand, countries with a good image, like Germany (despite two world wars) will have their products covered with a special "aura".

【 授权许可】

Unknown