Spain Brand Analysis
INTRODUCTION
This paper presents a discussion on the example of Spain nation branding and attempts to answer the following question: how the successful repositioning of Spain affected its commercial brand?
The report is structured in two sections, as following: first section of the report illustrates the two-main concept of this analysis, respectively nation branding and corporate branding and the relationship between the two of them; the second section present an analysis of Spain rebuilding as a country and the consequences of this reflected on its commercial brands.
The paper is based on different articles and books of authors pioneers of the academic field of nation branding, such as Simon Anholt, Keith Dinnie, but also on writings of
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2. A brand at the heart of the country (Source: Springpoint)
While building on a nation brand, several aspects must be taken into consideration.Looking at Anholt’s NBI, one of nation brand’s dimensions is represented by exports. This could be
translated into the fact that by promoting, maintaining or achieving a good nation image, a country might face a boosting in its exports. On the other hand, when a country commercial products and services are seen from the world public as good, reliable and having a high value, the nation’s image might improve as well. As a conclusion, this can be translated into the fact that nation brand and corporate brand are in a strong complementary relationship and as a matter of fact one could say that they feed each other.
Further on, the paper presents the example of Spain successful and radical change of its nation brand and how this process affected country’s commercial brands.
SPANISH
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This matter was one of the most important elements in Spain’s nation branding process. This was the moment when the country was at its pick in selling its new nation brand internationally and show the entire world what Spain has to offer.
CONSLUSION
BIBLIOGRAPHY
Anholt, Simon (2005). Anholt Nation Brands Index: How Does the World See America? Journal of Advertising Research, vol. 45(3), 296-304.
Anholt, Simon (2010). Places: Identity, Image and Reputation. Basingstoke: Palgrave Macmillan.
Dinnie, Keith (2008). Nation Branding: Concepts, Issues, Practice. London and New York: Routledge.
Dinnie, Keith (2011). City Branding: Theory and Cases. Basingstoke: Palgrave Macmillan.
Gilmore, Fiona (2002). A country – can it be repositioned? Spain – the success story of country branding. Brand Management, vol. 9(4-5), 281-293.
Noya, Javier (2007). From Sun to Crescent: Spain’s Current Image in the Unites States, Turkey and the European Union. Working Paper. Madrid: Real Instituto Elcano.
Olins, Wally (2001). The image of
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