Brand Index Research Articles

Nation Branding: Beautiful Bangladesh

Recently a word ‘Nation Branding’ or ‘Branding Bangladesh’ is practiced a lot. A nation brand is the total sum of all perceptions of a nation in the mind of international stakeholders which may contain some of the following elements: people, place, culture, language, history, food, fashion, famous faces (celebrities), global brands, etc. The way for a nation to gain a better reputation is to communicate to the international audience that how good you are, is called nation branding. There is a misconception among most of the people that it is required to develop tourism sector of any country in case of nation branding. But nation branding focuses on the nation as a whole – its people, culture and heritage, investment and immigration, governance, exports and tourism. The objective of this paper is to clarify this misconception about nation branding, help our citizens to know about the branding Bangladesh and reveal the possibilities of branding Bangladesh. Process of nation branding –Nation Brand Index and Country Brand Index are discussed in this paper. This research is based on secondary sources and the researcher comes up with the Nation Branding Hexagon for Bangladesh. Hopefully this paper will be helpful for awaking our consumers and making responsible to come forward for unbeaten nation branding for Bangladesh.  

Research Note:Threshold Effects on Development of Tourism and Economic Growth

This paper uses 1996–2006 data on the top 10 countries in the 2008 Country Brand Index to examine threshold effects. When exchange rate changes are higher than the threshold value, the coefficient is positive. This means that continued tourism development can greatly enhance economic growth. If a currency continues to depreciate dramatically, the correlation between the two will disappear. The interactions between tourism development and economic growth are different under various ratio threshold values of exchange rate changes. This study shows that, if the government pays attention to trends in exchange rates and implements appropriate policies, tourism can effectively boost economic growth; at the same time, inflation suppresses economic growth. Tourism can potentially contribute to economic development and so it is advisable for governments to dedicate strategic resources to tourism in order to boost short-term economic growth.

HARAPAN TERHADAP KEPUASAN DAN DAMPAKNYA PADA KELUHAN DAN LOYALITAS PELANGGAN (STUDI DI KFC AHMAD YANI)

Kentucky Fried Chicken (KFC) is one of the successful companies in Indonesia. It can be proved by the data in top brand index from marketing magazine that put KFC in the first position. KFC succeeded in becoming the first position due to its ability to make customers more loyal forever. Some of the factors that make KFC selected by the subscribers, among others, is that KFC managed to be complied with the customer’s expectation. This is the factor to make its customers satisfied. It has been noted in the research that customer loyalty is the product ultimate purpose or service provider. The purpose of this research was to find out the influence of the customer expectation, customer satisfaction towards the customer complaints, and customer loyalty. The design of this study is by means of convenience sampling. The data were collected using questionnaire. The method analysis used in this research is Maximum Likely hood test using the program AMOS version 18.0. The results showed that the two hypotheses were accepted. Firstly, the customer expectation has a significant impact on the customer satisfaction and the second is that the customer satisfaction has a significant influence on customer loyalty.

Democracy and nation brand(ing): Friends or foes?

A simple yet challenging question inspires this article: is democracy a good or bad thing for a nation brand? On the one hand, the value of democracy stands as a potential asset. On the other hand, traditional brand management is usually everything but democratic. The authors try to explore this puzzling relationship with a statistical exercise by correlating a global democracy index with a global nation brand index. Some outliers, labeled as ‘overperformers’ on nation brand, are analyzed in more detail. The general results of the correlation analysis are reflected in the light of current branding theory. The authors conclude by offering an outlook on the democratization of branding both in commercial and non-commercial contexts.

Nation Brands and Foreign Direct Investment*

This article studies the explanatory power of intangible factors - such as country stereotypes and consumer perceptions - for the size of foreign direct investment (FDI) flows, controlling for fundamental variables. To operationalize the concept of these intangibles we use the idea of the 'nation brand'. Nation brands are strongly related to the idea of 'country-of-origin' biases for both industrial and consumer products. It is known that the 'country-of-origin' serves often as a product characteristic, an informational cue, but also as a means of applying a heuristic for simplified decision-making. Given its role for purchase decisions, the size and direction of the country-of-origin bias should be important for multinational investors when choosing the location of production, and everything else given, investors should choose as their location of production countries to which consumers show a positive country bias. In a similar spirit, the strength of nation brands may be used as a heuristic or a source of information about the quality of a country as an investment decision. Using the EUROSTAT data on FDI flows from 30 source countries to 34 host countries for the years 2005 and 2006 and the Anholt Nation Brands Index as our measure of these intangibles, we find that this index has a significant and strong impact on FDI flows in a multivariate analysis that is based on the knowledge-capital (KC) model of FDI. The volume of FDI into a host country is shown to rise by 27 percent as its nation index, the measure for the quality of these intangibles, improves by one point. Among the six components of the index, the perceptions about a country's products, about its social and economic conditions and about cultural aspects are most relevant. Our results suggest that the nation brands index accounts for important aspects of FDI decisions that are not captured in fundamental data which explain FDI in the standard foreign trade approach to FDI. © 2010 Blackwell Publishing Ltd.

DIGITALIZATION OF THE CITIES: AN ANALYSIS OF CITY MUNICIPALITY WEB SITES AS A PART OF CITY BRAND

The topics explicated in this abstract are communication strategies, online branding, city promotion and branding studies of municipalities, the usage of internet and web sites in creating and developing a city brand. Within the paper, the websites of Sydney, London, Paris, Rome and NewYork(respectively ‐2006) are campared with the websites of Paris, Sydney, London, Rome and NewYork(respectively‐2009) by website analysis method. The aim of this study is to identify if there occurs a positive relation between the websites of the cities and The Anholt‐GMI City Brands Index. The official web sites of municipalities of the first best 5 cities under The Anholt‐GMI City Brands Index are also analyzed within the abstract.

Nation Brands and Foreign Direct Investment

We study the explanatory role of fundamentals versus the effects of nation brands for the size of foreign direct investment (FDI) flows. Using the EUROSTAT data on FDI flows we find that the Anholt Nation Brands Index has a significant and strong impact on FDI flows in a multi-variate analysis that is based on the knowledge-capital (KC) model of FDI. Our results suggest that the nation brands index accounts for important aspects of FDI decisions that are not captured in fundamental data which explain FDI in the standard foreign trade approach to FDI.

Influencia del eslogan y el logotipo de la marca país en el posicionamiento de los países

To build the image of a country minds consumers’ minds, countries apply marketing strategies that are based on their country brand development, in the same way that companies apply marketing to their products and services. The development of the logo and slogan to be used in the communication strategy, are two key elements of its success in the process of building the country brand (Keller 2008). Thus the objective of this research is to know the importance of using the logo and slogan in international marketing strategies of countries. To do this, this research analyzes the use of the logo and slogan, in country brand strategies of countries in the top places in the Country Brand Index (2009) of Future Brand.

‘Brand Europe’— Where next?

Various past editions of the Anholt Nation Brands Index have included a ‘guest slot’, so that in addition to the 35–50 countries which have been regularly monitored in the survey, it has been possible to take a global snapshot of perceptions of any other country which happened to be of interest at any particular time. Two of the guest slots have featured Israel and Iran, countries whose exceptionally poor scores in the NBI provoked a great deal of interest, commentary and controversy, and which have been briefly covered in earlier chapters of this book.

Anholt Nation Brands Index: How Does the World See America?

<h3>ABSTRACT</h3> This article uses the Anholt Nation Brands Index to measure the power and appeal of America9s brand image by surveying 10,000 consumers in 10 countries on their perceptions of America9s cultural, political, commercial and human assets, investment potential, and tourist appeal. The findings show that while U.S. exports, investment, immigration, tourism, and people rank relatively high among the other nations indexed, the global opinion of U.S. governance and culture and heritage are very low. Recommendations for improving America9s global brand image are presented.

The Anholt-GMI City Brands Index: How the world sees the world's cities

The Anholt-GMI City Brands Index: How the world sees the world's cities

Brand valuation model

Abstract Brand valuation technique is a core problem in a company value creation process. It has been done a lot of researches on the issue since brand valuation hit the headlines in 1988. The main task in brand valuation is to distinguish brand earnings from the earnings attributable to another assets: patents, intellectual property, and tangible assets. This seems to be an undisputable must, but not the only task for brand valuator. Another task is to estimate probability that the brand will generate these earnings in the future. Aim of our article is to propose brand earnings calculation, brand index calculation and brand risk assessment models, which are the results of the final doctoral dissertation. We believe that we have developed an ideal brand valuation model for emerging markets with low share liquidity.

BRAND VALUATION MODEL

Brand valuation technique is a core problem in a company value creation process. It has been done a lot of researches on the issue since brand valuation hit the headlines in 1988. The main task in brand valuation is to distinguish brand earnings from the earnings attributable to another assets: patents, intellectual property, and tangible assets. This seems to be an undisputable must, but not the only task for brand valuator. Another task is to estimate probability that the brand will generate these earnings in the future. Aim of our article is to propose brand earnings calculation, brand index calculation and brand risk assessment models, which are the results of the final doctoral dissertation. We believe that we have developed an ideal brand valuation model for emerging markets with low share liquidity.