Abstract
<p>Nation branding benefits industrial upgrading within a nation and closes the competitiveness gap between nations. A nation that lacks a strong, positive, reputable national brand cannot maintain its competitiveness aimed at attracting consumers, tourists, investors, or immigrants and cannot gain the respect and attention of other nations or the global media. All nations are currently vying to create their own national brands. Taiwan has also attempted to define its advantages and develop its national brand to not only respond to current development trends, but also to examine issues facing Taiwan’s development. Because of this, key criteria of Taiwan’s nation branding were identified in this study. The expert interview methodology was used to discuss and compile a criteria system of Taiwan’s national brand and the analytic hierarchy process technique was used to calculate the relative weights for these criteria. Results showed that the most suitable criteria for Taiwan’s nation branding were based on the dimension of culture; within this dimension, the criterion historical heritage was most crucial. This study can serve as a reference for the government when it needs to determine areas to focus on in nation branding.</p>
Highlights
A nation’s struggle for prosperity is both a mental and physical state; its society must have both the drive and the means to pursue a better life (Kotler et al, 1997)
To construct a mechanism to explore Taiwan’s nation branding, the criteria were chosen in two stages: (1) expert interviews and (2) analytic hierarchy process (AHP)
Interviews were conducted with scholars and experts in the field of nation branding for the purpose of identifying dimensions of Taiwan’s national brand
Summary
A nation’s struggle for prosperity is both a mental and physical state; its society must have both the drive and the means to pursue a better life (Kotler et al, 1997). These statements describe the profile of a healthy brand. Nation branding is an active brand-building process through which the behaviors, attitudes, identity, and image of a nation are modified or affirmed. It involves shaping and creating positive platforms and favorable environments that allow the national brand to be competitive in the market (Gudjonsson, 2005). Nations should build their brands using characteristics such as creativity, music, philosophy, trust, innocence, wisdom, challenge, and safety
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