Abstract
Abstract The presented research aims to contribute to the conceptualisation of the nation-brand of Latvia with the purpose of stimulation of national export performance. The subject of the research is three aspects presumably challenging the branding of Latvia with reference to national export development. The investigated challenges are the barriers and opportunities for green-branding of Latvia; the absence of the generally accepted indication of the geographical identity of the Baltic region; and the contradictable popular image of Latvia as a cheap country. The research poses two research questions inquiring into the issues of nation-branding of Latvia currently being faced in the context of exports and possible measures to overcome them. The applied research methods are theoretical analysis of scientific literature and empirical analysis of the representation of Latvia on the official website of the Investment and Development Agency of Latvia and its comparison with the official websites of respective institutions in Lithuania and Estonia. The research observes the interconnection between the defined challenges, offers the perspective for the possible transformation of the challenges into nation-branding opportunities, and estimates the green brand of the country as a gateway for feasible solution for the defined challenges and for the stimulation of national exports. In addition, the research identifies further challenges the nation-branding of Latvia is currently facing for further discussion.
Highlights
The export sector of Latvia was pronounced to be a focal point of the development strategy of the Latvian economy (Ministry of Economics, Republic of Latvia, 2015)
The research adds that the cultural factor plays a vital role in the dynamics and the direction of the formulation of the green brand of Latvia and the society should be better informed about the environmental matters
The research maintains that there is a remarkable degree of uncertainty around the issue of geographical identity of Latvia, which has its negative consequences on the brands of the three countries and their export potential
Summary
The export sector of Latvia was pronounced to be a focal point of the development strategy of the Latvian economy (Ministry of Economics, Republic of Latvia, 2015). Nation-branding alongside with its associated terms like “made-in” campaigns is deemed to be a powerful tool for the stimulation of national export growth (Dinnie, 2008). This observation has been confirmed by academic researchers worldwide having made a solid research on the use of nation-branding tools to promote export advancement (Che-Ha et al, 2016; Mugobo, 2014). More than a decade ago, a conclusion that Latvia has neither a clearly defined brand nor a branding strategy was reached (Endziņa & Luņeva, 2004; Vira et al, 2012). This, does not mean that no efforts are being made to brand the
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
