National Brands Research Articles

Virtual community engagement: Engaging virtual communities for nation branding through sports

Major sporting events bring a range of social, economic, and reputational benefits for hosting nations and serve as a vehicle to showcase the nation brand. Social media engagement during sport events provides opportunities for community members to cocreate, curate and communicate their nation brand’s attributes. While research in nation branding and community engagement has examined the ways place-based communities contribute to nation branding, little is known about how and in what ways virtual communities contribute to their nation brand. This study addresses this gap by examining the virtual brand community (VBC) surrounding the 2022 Beijing Winter Olympics. Using social network analysis and content analysis, the findings suggest that VBC contributions is dependent on the composition, participation, and cultivation of conversations focusing on the personality traits of a nation brand. Theoretically, the outcomes from this study advance understanding of leveraging the properties of VBCs in making contribution to the production and maintenance of an authentic nation brand, that values community perspectives facilitated through community engagement. For public relations, it extends the current research in digital social-level engagement in virtual settings and outlines future research in participatory approaches to nation branding. The growing use of major sporting events in supporting nation branding goals, particularly in Asian and African continents, suggests the outcome of this study has implications at regional and international levels to guide public relations managers in major events to facilitate sustainable VBCs for authentic place branding outcomes.

Specifics of the Chinese National Brand as a Tool of Cultural Diplomacy: structure and functions

The article analyzes the specifics of the Chinese national brand as a tool of cultural diplomacy. The concept of “soft power” is considered, which is part of the narrative about the cumulative power of states and the revival of the Chinese nation and occupies one of the significant places in modern Chinese politics. One of the tools of “soft power” is cultural diplomacy – a branch of public diplomacy based on the exchange of ideas, information, systems, values, beliefs, traditions and other aspects of culture to promote mutual understanding between people. The activities that are used to implement cultural diplomacy are given. The main goal of China’s “soft power” concept is to achieve the correct perception of national ideals by the world community. It is noted that Chinese “soft power” differs from the classical Western concept and is purely culture-centric, interpreted as a combination of Confucian political and social values, Chinese art and language, folk customs and traditions. China is working to globally scale its nation brand, which is based on the concept of nationalism, drawing on the country’s cultural capital. The specifics of the national brand from the perspective of macroeconomics and its structural elements are considered: exports, domestic and foreign government policies, population, culture and heritage, tourism and investment. It is noted that when developing a brand and international communications, the Chinese government actively uses the historical context as a tool of cultural propaganda. The features of the national image are identified, designed to form a positive attitude of society towards the country, contributing to increased trust in it. The objectives and instruments of China’s policy to form and maintain its own image in the international arena are given.

How different are offline and online diplomacy? A comparative analysis of public statements and SNS posts by delegates to the United Nations.

This article investigates the evolving landscape of diplomacy in the digital age, focusing on diplomats at the United Nations (UN) Headquarters in New York. The central inquiry revolves around how diplomatic actors use digital tools to complement or augment traditional face-to-face diplomacy. We systematically compare a substantial corpus of X posts (tweets) from UN diplomats with their public statements at the United Nations Security Council (UNSC), employing advanced computational social science techniques. This study applies a range of large-scale text analysis methods, including word embedding, topic modeling, and sentiment analysis, to investigate systematic differences between offline and online communication. Our analysis reveals that, while the essence of diplomacy remains consistent across both domains, there is strategic selectivity in the use of online platforms by diplomats. Online communication emphasizes non-security topics, ceremonial matters, and prominent policy stances, in contrast to the operational issues common in UNSC deliberations. Additionally, online discourse adopts a less confrontational, more public diplomacy-oriented tone, with variations among countries. This study offers one of the first systematic comparisons between offline and online diplomatic messages. It illuminates how diplomats navigate the digital realm to complement traditional roles. The findings indicate that some elements of public diplomacy and nation branding, directed toward a wider audience far beyond the council chamber, have become an integral part of multilateral diplomacy unfolding at the UNSC.

Северные страны: национальный и региональный брендинг

Currently, global challenges and threats pay much attention to promising political strategies in order to strengthen economic cooperation between states. Therefore, the actions taken by the administrations of the Nordic nations, which are considered to be Denmark, Iceland, Norway, Sweden, and Finland, are worth examining not only for their successful long-term collaboration but also as a model for implementing innovative approaches to regional development through branding and new technologies. This study provides a comparative analysis of cooperation and an assessment of Nordic positioning approaches through the use of national and regional place brands. The purpose of the research is to explore the application of branding technologies of this study is to study the use of branding technologies to strengthen economic cooperation in the Nordic countries. The research methodology is based on conducting a comparative analysis of cooperation and assessing the approaches to positioning the Nordic countries through the use of common and regional brands. The theoretical significance of the work lies in revealing the possibilities of branding technologies for strengthening economic cooperation between states, as well as in studying successful practices of regional development. The practical significance of the work provides possible recommendations for Nordic governments on the use of branding technologies to strengthen economic cooperation. The results of the study allow us to conclude that the use of branding technologies is a widely used tool in the region, and can contribute to successful regional development.

Playing Cricket: India’s Soft Power, Nation Branding and Future Prospects

The growing interdependence among nations, the advancement of science and technology and the impact of globalisation have made it less useful for nations to rely predominantly on hard power to pursue their foreign policies’ goals. In the contemporary era, nations have shifted their attention to soft power as an alternative policy to maximise gains from other countries. Although the exercise of hard power is still relevant in international relations, soft power has become a less destructive option. For instance, sports has proved its power as a tool of diplomacy at different times. In India, cricket has moved from its status as a mere sport to a powerful instrument of diplomacy. In this article, the authors analyse the value of sports in general and cricket in particular as an instrument of public diplomacy, its capacity for nation branding, and the future prospects of cricket in pursuing India’s foreign policy goals.

How attitudes and purchases differ between also-online versus offline-only grocery shoppers in online and offline grocery shopping

AbstractThe surge in online grocery shopping amid the COVID-19 pandemic has significantly altered the balance between offline and online purchases, influencing consumer attitudes toward these channels. Given the anticipated continued growth of online grocery shopping in the coming years, research on this topic becomes increasingly crucial for retailers, manufacturers, and consumers. Particularly, brand managers and retailers find themselves uncertain about the implications for their consumer segments and products, including national versus private label brands, organic products, and fair-trade products. Against this backdrop, our study delves into consumer characteristics and purchase behavior to explore the distinctions between offline-only and also-online grocery shoppers. Additionally, we examine whether consumer behavior varies across offline and online channels. Specifically, we analyze extensive household panel data encompassing 4,142,485 purchases and diverse consumer characteristics (such as demographics and attitudes) from an average of 21,428 households spanning the years 2016–2020. It is noteworthy that also-online shoppers, despite their preference for convenience, tend to be younger, reside in larger cities, and exhibit more positive attitudes toward buying local and environmental responsibilities. These consumers, characterized by lower price consciousness and higher brand preferences, display a greater inclination toward national brands online compared to offline. Furthermore, they express more favorable attitudes toward organic and fair-trade products and exhibit relatively higher purchasing of these items. Our extensive empirical analyses reveal that these cross-sectional differences are attributable, in part, to demand-driven factors and, in part, to supply-side effects. Through this research, we provide valuable insights to brand managers, retailers, and researchers, facilitating a better understanding of the evolving retail landscape, particularly within the dynamic realm of online grocery shopping.

INTERNATIONAL TRADE IN SERVICES IN THE CONTEXT OF THE DEVELOPMENT OF THE NATIONAL BRAND OF UKRAINE

Objective. To determine the relationship between international trade in services and the development of the national brand of Ukraine, to develop practical recommendations that will enhance the recognition of our country in the world and better integrate it into the global economic space. Methodology. The methodological basis of the scientific research on international trade in services in the context of the development of the national brand of Ukraine includes government documents, the experience of domestic and foreign scientists, statistical materials from the State Tourism Development Agency in Ukraine, etc. The authors of the research propose a set of recommendations for the successful integration of Ukraine into the global economic space, including through a strong national brand. Results. The scientific research on this topic involved the analysis and interconnection of a range of international services that influence the brand of Ukraine and ensure a higher level of integration of our country into the global economic space. Scientific novelty. The authors believe that the development of the national brand of Ukraine in times of war is an additional strategic resource in shaping the image of our country as a tourist destination and a country with new opportunities for social development, an influential international player on the world stage, with new brand attributes. Practical significance. The implementation of new trends in the development of international trade in services, including the development of the tourism sector, creates new conditions for updating the national brand of Ukraine, stimulates foreign investment, consolidates global support for Ukraine, which will be one of the factors contributing to the growth of the value of the "Ukraine" brand in the future and its socio-economic development.

Japan: The Super Nation Brand

This study explores Japan’s national brand evolution, analyzing the shift from its historical isolation to its current global recognition, particularly under the influence of Shinzo Abe’s policies. It examines the impact of the 2011 disasters on Japan's international image and the strategic measures taken to address internal challenges such as gender inequality and educational reform. Through a critical lens, this study delves into the juxtaposition of Japan's soft power success against its domestic issues. Furthermore, it contributes to the understanding of nation branding in the context of global dynamics and internal policy shifts, offering a comprehensive view of Japan's strategy in maintaining its cultural identity while navigating global perceptions.

통합적 접근법 실현을 위한 ODA 정책과제

Purpose: This research aims to identify policy tasks for international development cooperation (ODA) projects in order to implement an integrated approach and evaluate them. In this context, the paper redefines the definitions and classifications of integrated approaches, explores methodological changes, and evaluates the potential for mainstreaming.
 Originality: An integrated approach has been emerging at a time when ODA projects have been packaged or enlarged, emphasizing a holistic and comprehensive perspective. This study aims to derive practical concepts shaped by discourse and consensus among experts in the field.
 Methodology: The policy agenda for integrating ODA projects is identified through a Delphi survey involving 30 distinguished experts in the field of international development cooperation. The survey assesses the importance, urgency, and feasibility of each agenda item.
 Result: External factors are more urgent compared to internal factors, but they are not considered more important or highly feasible. The high-priority policy tasks include facilitating adequate discussions on supply and demand between donor and recipient countries (partner countries), enhancing cooperation with relevant departments/agencies in recipient countries, and improving the project management capacity of Korean specialized institutions.
 Conclusion and Implication: These results are expected to contribute to the development of related policies and program design based on the integrated approach. Furthermore, this research can contribute to the formulation of relevant national policies and enhance the national brand.

Public Diplomacy and Nation Branding

Purpose: The general aim of the study was to explore public diplomacy and nation branding.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings reveal that there exists a contextual and methodological gap relating to public diplomacy and nation branding. Preliminary empirical review revealed that that public diplomacy plays a crucial role in shaping a nation's brand image and reputation globally. It emphasized the significance of innovative communication strategies, particularly in the digital age, to engage with international audiences effectively. The research highlighted the importance of coherence and coordination in public diplomacy efforts, advocating for a strategic and integrated approach across government agencies and stakeholders. Overall, the study underscored the complex interplay between public diplomacy and nation branding, emphasizing the need for continuous evaluation and adaptive strategies to promote national interests and identity on the global stage.
 Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Agenda Setting theory and Stakeholder theory may be used to anchor future studies on public diplomacy and nation branding. The study provided valuable recommendations that contributed to theory, practice, and policy in the fields of public diplomacy and nation branding. Through a comparative analysis of existing theories and empirical research, the study identified gaps and opportunities for theoretical development, encouraging scholars to adopt a holistic approach to theory-building. Practical recommendations were offered for public diplomacy practitioners and policymakers, emphasizing best practices and innovative strategies for enhancing nation branding efforts. Additionally, policy recommendations were provided for government officials, emphasizing the strategic importance of public diplomacy in advancing national interests and enhancing soft power. Overall, the study's recommendations helped shape more effective and impactful communication strategies, fostering constructive international relations and mutual understanding.

Cultural and Representative Policy of Sweden as an Element of Nation Branding

The article examines the relationship between soft power, nation branding, and educational and cultural cooperation within the framework of the Swedish Institute's policy of international cooperation to promote the country’s image abroad and strengthen the position of its reputational capital. The relevance of addressing this topic is due to the significance of the stated agenda, which, as our research has shown, influenced not only the development of cultural cooperation and academic exchanges, but also the features of building Sweden’s foreign policy image. Based on the analysis of the organization’s materials and data in reports from 2022–2023, the authors aimed to show the process of forming the priorities of the organization’s activities within the framework of the distribution of financial support and the focus of cultural and educational projects. To this end, the role and parameters of building a national brand are analyzed; changes in the topics of educational and cultural events and programs conducted by Sweden in the countries of Eastern Europe and the Baltic region are considered; the dynamics of the processes of cultural exchange between Sweden and these countries are traced; the influence of the current political situation on the volume and measures of financial assistance to them is noted; and the perception of Sweden in Russia, Eastern European and Baltic countries is characterized. The study was based on the methods of comparative analysis, discourse analysis, and case study techniques. It was concluded that in implementing a diverse range of educational and cultural programs, the Swedish Institute adheres to the principle of regionalism, which allows the implementation of such projects, taking into account the interests and needs of both Sweden and partner countries. It was shown that when determining the parameters of national branding, the Swedish Institute relies on the approach of S. Anholt, clarifying it in a number of areas. According to the findings of the study, adaptation of relevant programs for the development of cooperation with partner countries, is aimed at integrating specific Swedish values into the cultural matrix of the host cultures. The global political situation strongly influences the realization of programs, thus causing the exclusion of such an important international partner as Russia. The study confirmed the initial thesis about the relatively slow accumulation of Sweden’s reputational capital, including in the process of the Swedish Institute’s work with ‘promising’ (in the current environment) countries, as well as with the countries of Eastern Europe and the Baltic states. It is further concluded that the Swedish Institute is not only a key actor in the country's cultural and educational policy, as well as a powerful channel of soft power, but also an instrument for Sweden's positioning of itself as a moral superpower, which can be seen in many areas of its policies that go beyond fields of public diplomacy.

THE DEVELOPMENT OF ECOLOGICAL AND ETHNOGRAPHIC TOURISM IN KAZAKHSTAN AS ONE OF THE DIRECTIONS OF CULTURAL AND EDUCATIONAL TOURISM

The value of modern society lies in the careful preservation and rational use of objects of material and spiritual culture of humanity in order to popularize tolerant thinking and promote traditional values among the international community. The basis for the development of modern tourism in the Republic of Kazakhstan should be the concept of promoting a national tourism brand based on its historical past, cultural development, natural diversity, objects of material and spiritual culture with an appropriate approach to the species diversity of tourist offers. This requires the implementation of an integrated approach, in which several types of tourism will be consolidated in order to effectively achieve the objectives set. The purpose of the article is to propose the introduction of ways to develop ecological and ethnographic tourism as effective tools for preserving the natural, historical, and cultural heritage of the country, which form a new direction of tourism, in particular “Ecological and ethnographic tourism".

Agency, reselling, or hybrid mode? Competing with store brand

Platform supply chains are emerging as a new form of global supply chain that encompass reselling, agency selling, and hybrid selling modes. This paper examines the impact of store brand products on the firms’ sales strategies. We consider the selection between three sales modes available to suppliers, both with and without the store brand products: reselling, agency selling, and hybrid selling. Comparing the firms’ optimal strategies shows that the hybrid mode consistently yields greater profits when compared to the agency selling mode. Notably, our findings reveal that firms’ optimal choice of sales mode varies depending on the commission rate. The optimal sales mode differs when the commission rate is lower or higher. In the presence of the store brand products, firms choose the reselling mode only when the commission rate is high and consumers’ perceived value of national brand products is low. Otherwise, equilibrium outcomes are not achieved.

The branding narrative of "Indonesia Spice Up The World" through the participation of the Indonesian diaspora in South Korea as brand ambassadors

<p>The "Indonesia Spice Up the World" program is a government initiative within the creative economy sub-sector aimed at enhancing the marketing of Indonesian spice and processed food products. The involvement of diaspora communities in this program is expected to create extensive business opportunities, generate employment, contribute to foreign exchange earnings, and foster an entrepreneurship mindset, particularly among the diaspora in South Korea, which has proven to possess a significant diaspora strength. This research utilizes the conceptual framework of national branding, which includes Brand Identity, Brand Image, Brand Purpose, and Brand Quality. These concepts are used to analyze how the branding narrative "Indonesia Spice Up The World" is constructed through the involvement of the Indonesian diaspora in South Korea as brand ambassadors. The primary objective of this research is to explore how the branding narrative of "Indonesia Spice Up the World" is constructed with the involvement of Indonesian diaspora in South Korea as brand ambassadors. The conceptual framework used in this study pertains to nation branding, including Brand Identity, Brand Image, Brand Purpose, and Brand Quality. The research method employed is qualitative with an exploratory case study approach, gathering primary data through interviews with relevant parties, including the Indonesian Embassy in Seoul, Visit Indonesia Tourism Officer (VITO), and representatives of the Indonesian diaspora in Seoul as business actors. From observation and interviews, it was found that the involvement of the diaspora in supporting the narrative branding "Indonesia Spice Up The World" has not been maximized. This is due to several challenges and obstacles in program implementation. Collaboration between the government and the diaspora is considered crucial to ensure that the promotion of Indonesian spice excellence resonates effectively with other countries. Additionally, this research also highlights the importance of integrating service systems, bureaucratic reforms, mental revolutions, cross-sectoral and regulatory synchronization, human resource quality, work culture, infrastructure, facilities, national values, and philosophical principles as strengtheners in building the Indonesian national brand.</p>

Thailand’s new soft power focus and the makings of a paradox

Soft power, obtained when a state develops the ability to attract rather than coerce other actors because of the legitimacy of its values, has been on the national agenda in Thailand since 2010, when efforts were made to expand the Kingdom’s creative industries. However, under nearly a decade of military rule after the May 2014 coup d‘état, Thailand focused largely inward in order to secure its legitimacy and survival, consequently curtailing soft gains. The military junta frequently targeted public dissent, including Thai activist rappers Danupa “Milli” Kanaterrakul and Rap Against Dictatorship (RAD). This article reviews soft power and state repression during the Prayut Chan-o-cha era and makes two critical arguments, that nation branding and soft power, related concepts, require a degree of authenticity and that Thailand’s soft power is increasingly outside of the government’s ability to completely control. Consequently, in a new semi-democratic environment under Prime Minister Srettha Thavisin, successful soft power and nation branding efforts are likely to occur outside the Kingdom’s ideological constraints or self-serving elite interests or risk an unwanted paradox and an operating environment contradictory to either objective.

The Operation Logic of Constructing China's National Original IP to Empower the Peripheral Design of Game Brands: Based on the Case Investigation of Mihoyo

Game original IP, especially China's national original IP, has become a new momentum in the game industry, and with the attention of game companies to IP cultivation, the IP derivatives market has also developed accordingly. The construction of game brand's national original IP and the application of construction results are two important stages to realize the design of China's national original IP-empowered brand peripheral products, and the summary and analysis of a set of thinking models will intuitively show the operational logic of empowerment, which will help the original innovative dissemination of Chinese traditional culture through interactive media works such as games, and guide the smooth promotion of brand IP marketing. This paper uses a case study of Genshin Impact IP under Mihoyo brand, summarizes the thinking model according to the topic of this paper by progressively studying the IP construction logic and the application mode of IP empowerment peripheral products after construction, sorts out the IP architecture and the general theoretical logic of each stage of the task, summarizes the core "carrier + concept" of national original IP construction, and discusses in detail the thinking factors and methodologies of national original IP construction in the main work IP stage, derivative IP stage, and peripheral product service stage.

Research on the Digital Transformation of Guochao Brand Image Driven by Visual Communication Design

With the development of digital technology, the digital transformation of Guochao brand image has become an inevitable trend. Visual communication design plays a key role in this. This study takes the "Longmen" brand packaging design as an example to explore the digital transformation of national fashion brands driven by visual communication design. The article analyzes the background of digital transformation and defines the concept of visual communication. At the same time, discussions were held on the digital transformation of Guochao brand image and application strategies were proposed. Through an in-depth study of the historical and cultural connotations of the "Longmen" brand, it provides theoretical and practical guidance for the digital transformation of national fashion brands, while providing reference and inspiration for visual communication design and brand management research.

The relationship between the tourist attractiveness of the country and the sales of national brands: The example of BeerLao

The dynamic relationship between tourism and BeerLao export in Laos is investigated in this article. It provides an in-depth look into the studies that have been conducted showing the various correlations between inbound tourism and economic performance of various countries. Laos is a small landlocked Southeast Asian country with a rich cultural past, magnificent natural beauty and a rising economy despite its small size. Agriculture, particularly rice production, is the economy’s mainstay, although other industries including as manufacturing and services are slowly expanding. The most widely known Laos brand is BeerLao, a distinctive beer label occupying almost 100 % of the country’s market. The current paper explores BeerLao’s history, production, marketing strategies and export destinations, as well as the elements that contribute to its export success - specifically tourism. It seems that the pre-pandemic expansion of BeerLao’s success in the world and inbound tourism dynamics of the country are correlative and have mutually beneficial relationship. The research looks into how tourism might have affected BeerLao’s export volumes and vice versa in pre-pandemic era. The study underlines the importance of tourism and beer exports to the Laotian economy and recommends crucial areas for future investigation. The study intends to provide insights into the economic and cultural significance of tourism and beer exports in Laos, as well as provide meaningful insights to policymakers, investors, and other stakeholders about the potential benefits and problems of these businesses. The study also provides a foundation for further studies of the topical area for Laos products and their possible marketing strategies in regional and world markets.

Country branding in post-truth Era: A configural narrative

This study investigates the impact of online disinformation and hate speech on a country's image, considering its implications for the destination's image and tourism prospects. Utilizing the theoretical lens of soft power, the study performs a macro-level empirical analysis across 56 countries on the influence of a diverse array of online disinformation variants and hate speech on the nation's brand image. The results from the configurational analysis demonstrate the increasing dominance of state and partisan factions-led disinformation, which collectively impact the nation's image. The findings also shed light on the diminishing role of foreign disinformation, while the ancillary function of online hate emphasizes the significance of disinformation amplified hate speech, which has become increasingly commonplace in global political discourse, with such disinformation campaigns using hate speech as an amplification strategy. The study contributes to contemporary tourism research, which underscores the vitality of the country's image to tourism and offers recommendations to destination marketing organizations towards intensifying efforts to preserve the country's image.

Information and selling mode strategies in a supply chain with an outsourced private label product

AbstractThis paper examines the interplay between the information strategy of an e‐commerce platform and the selling mode strategy of a manufacturer within a co‐opetitive supply chain, as well as the identification of the optimal supply chain strategy. We develop a supply chain model where a platform outsources production of its private label product to a manufacturer, who also sells its national brand product through the platform. The platform must decide whether to acquire consumer quality preference information at a cost and share it with the manufacturer, while the manufacturer needs to choose between the reselling mode or the agency selling mode for its national brand product. The two driving effects (competition‐intensification effect and mode differentiation effect) are identified. Our findings show that the platform will acquire and share information when the acquisition cost is sufficiently low, leading to the “competition‐intensification effect.” Additionally, the manufacturer prefers the agency selling mode when cost‐quality efficiency is low, and the reselling mode otherwise, driven by the “mode differentiation effect.” In cases where information sharing is absent, the manufacturer is more likely to choose the agency selling mode. Interestingly, when the cost‐quality efficiency of the manufacturer's product is moderate and the information acquisition cost is low, the “competition‐intensification effect” and the “mode differentiation effect” offset each other, resulting in the expansion of the region where the manufacturer chooses the reselling mode due to the platform's information‐sharing strategy. As a result, this enhances a cooperative relationship between the manufacturer and the platform. We also derive the optimal supply chain strategy, providing insights into both the manufacturer's selling mode and the platform's information strategies in online retailing.