Abstract
PurposeNation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands.Design/methodology/approachThe research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand.FindingsFor nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors.Originality/valueThis paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.
Highlights
On a global scale, nation branding has become an increasingly important strategy for worldclass destinations
This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand
Nation branding strategies are gaining priority as an area of research because of increasing market complexity resulting from globalization forces, domestic and international government policies, foreign exchange fluctuations and changes in the natural environment
Summary
Nation branding has become an increasingly important strategy for worldclass destinations. Nation branding strategies are gaining priority as an area of research because of increasing market complexity resulting from globalization forces, domestic and international government policies, foreign exchange fluctuations and changes in the natural environment. Researchers have concluded that brands, which are strongly rooted within a national culture and heritage have greater prospects for having a synergistic brand (Anholt, 2006, 2008). In addressing the need for synergistic nation brand, researchers are calling for a more eclectic approach in examining a wider range of factors such as sustainability and. Published in Journal of Humanities and Applied Social. This article is published under the Creative
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