IDEAS home Printed from https://ideas.repec.org/a/url/izvest/v25y2024i2p27-44.html
   My bibliography  Save this article

Nation brand: A systems approach to the creation and management

Author

Listed:
  • Olga A. Kusraeva

    (HSE University, Moscow, Russia)

Abstract

A nation brand impacts on a country’s economic development, stimulating or, contrarily, limiting people and organisations’ readiness to invest various resources within a particular jurisdiction. Simultaneously, a nation brand originates in all activities of organisations operating in the country’s territory. The paper aims to develop theoretical foundations of the nation brand management as a system. The methodological basis of the study is the concept of nation branding and the systems approach. A set of general scientific methods of analysis, synthesis, systematisation and generalisation are used. As a result, the paper provides and describes a system for the nation brand management that comprises input (existing perception of a country), transformation processes (creation of an image), and output (the image shaped). The value of the developed system lies in its ability to coordinate the interests of diverse stakeholders. The article presents a vision of 7-S model implementation for the nation brand based on the understanding of the relationships that lead to the formation of nation brand as well as the representation of external and internal dynamic processes that evolve over time, etc. The findings contribute to grasping the essence of the nation brand management using the principles of the systems approach, which potentially enhances the country’s economic development.

Suggested Citation

  • Olga A. Kusraeva, 2024. "Nation brand: A systems approach to the creation and management," Journal of New Economy, Ural State University of Economics, vol. 25(2), pages 27-44, July.
  • Handle: RePEc:url:izvest:v:25:y:2024:i:2:p:27-44
    DOI: 10.29141/2658-5081-2024-25-2-2
    as

    Download full text from publisher

    File URL: https://jne.usue.ru/images/download/103/2.pdf
    Download Restriction: no

    File URL: https://jne.usue.ru/en/issues-2024/1460
    Download Restriction: no

    File URL: https://libkey.io/10.29141/2658-5081-2024-25-2-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Quelch, John A. & Jocz, Katherine E., 2008. "Milestones in Marketing," Business History Review, Cambridge University Press, vol. 82(4), pages 827-838, January.
    2. Svein Ivar Angell & Mads Mordhorst, 2015. "National Reputation Management and the Competition State," Journal of Cultural Economy, Taylor & Francis Journals, vol. 8(2), pages 184-201, April.
    3. Avraham, Eli, 2020. "Nation branding and marketing strategies for combatting tourism crises and stereotypes toward destinations," Journal of Business Research, Elsevier, vol. 116(C), pages 711-720.
    4. Ernest J. Wilson III, 2008. "Hard Power, Soft Power, Smart Power," The ANNALS of the American Academy of Political and Social Science, , vol. 616(1), pages 110-124, March.
    5. Almeyda-Ibáñez, Marta & George, Babu P., 2017. "The evolution of destination branding: A review of branding literature in tourism," MPRA Paper 87884, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Campo Elías López-Rodríguez & Jorge Alexander Mora-Forero & Ana León-Gómez, 2022. "Strategic Development Associated with Branding in the Tourism Sector: Bibliometric Analysis and Systematic Review of the Literature between the Years 2000 to 2022," Sustainability, MDPI, vol. 14(16), pages 1-19, August.
    2. Fragidis, Garyfallos & Kotzaivazoglou, Iordanis, 2022. "Goal modelling for strategic dependency analysis in destination management," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(2), pages 3-15.
    3. Nyam Elisha Yakubu, 2022. "An Appraisal of Hard Power in Contemporary Practice of Diplomacy," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(02), pages 342-351, February.
    4. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    6. Kyriaki Glyptou & Nikos Kalogeras & Dimitrios Skuras & Ioannis Spilanis, 2022. "Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries," Sustainability, MDPI, vol. 14(9), pages 1-21, May.
    7. Ige Pirnar & Sinem Kurtural & Melih Turkey, 2019. "Festivals and destination marketing: An application from Izmir City," Post-Print hal-02458450, HAL.
    8. Hernandez-Maskivker, Gilda & Ferrari, Sonia & Cruyt, Aurélie Nathalie J., 2019. "Exploring community stakeholders’ perceptions of mass tourism: the case of Bruges," MPRA Paper 94223, University Library of Munich, Germany.
    9. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    10. Bo Liang & Ye Wang, 2023. "Using integrated marketing communications to promote country personality via government websites," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 79-92, March.
    11. Nisha Garud-Patkar, 2022. "Mediated Public Diplomacy: Frame-building Contest Between the United States and Pakistan During a Conflict," International Studies, , vol. 59(1), pages 58-75, January.
    12. Fotiadis, Anestis, 2018. "Modelling wedding marketing strategies: An fsQCA Analysis," MPRA Paper 88249, University Library of Munich, Germany.
    13. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    14. Almeyda, Marta & George, Babu, 2020. "Customer-Based Brand Equity For Tourist Destinations: A Comparison Of Equities Of Puerto Rico And The Us Virgin Islands," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(2), pages 148-172.
    15. Mombeuil, Claudel, 2018. "Interaction from tourism development in Port-au-Prince, Haiti," MPRA Paper 88204, University Library of Munich, Germany.
    16. Li, Xiang (Robert) & Meng, Fang & Uysal, Muzaffer & Mihalik, Brian, 2013. "Understanding China's long-haul outbound travel market: An overlapped segmentation approach," Journal of Business Research, Elsevier, vol. 66(6), pages 786-793.
    17. Marianna Aleksandrova, 2020. "Research On The Brand Association Of Varna Municipality As A Tourist Destination From The Position Of The Foreign Tourists," Anniversary Scientific Conference with International Participation TOURISM AND CONNECTIVITY 2020, University publishing house "Science and Economics", University of Economics - Varna, issue 1, pages 451-460, October.
    18. Dr. Ambrues Monboe Nebo Sr. (D.Scs.), 2023. "Given Africa’s Position in the International System, Can it Leverage Peace Between Russia and Ukraine?," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 1501-1521, July.
    19. Chenini, Abderrahim & Touaiti, Mustapha, 2017. "Building Destination Loyalty Using Tourist Satisfaction and Destination Image: A Holistic Conceptual Framework," MPRA Paper 90639, University Library of Munich, Germany, revised 16 May 2018.
    20. Feng, Wenting & Liu, Yizhuo & Li, Dongmei, 2022. "Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentions," Annals of Tourism Research, Elsevier, vol. 95(C).

    More about this item

    Keywords

    economic development; nation branding; systems approach; corporate branding; values; Russia; 7-S model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:url:izvest:v:25:y:2024:i:2:p:27-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Victor Blaginin (email available below). General contact details of provider: https://edirc.repec.org/data/usueeru.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.