The role of advertising design in nation branding

Abd El Azim Rezk, Sara Mohammed Mamdouh; Abdellatif, Tamer; Aboud, Dina

doi:10.21608/mjaf.2019.10736.1043

The role of advertising design in nation branding

Document Type : Original Article

Authors

¹ MSA University

² Advertising dept., Faculty of Applied Arts, Helwan Un., Giza, Egypt

³ Advertising Department, Faculty of Applied Arts, Helwan University, Giza, Egypt

10.21608/mjaf.2019.10736.1043

Abstract

This paper aims at summarizing the concept of nation branding and the elements that consists of. The research aims at finding the importance of nation branding, as it became a popular phenomenon that used by countries to attract attention of the tourists, skilled students, professional workers, investors, governments of other nations and the loyalty of its people. There are a vast number of countries that brand their nations in order to manage the way that others around the world see them. It is crucial as it affects the nation’ s image, reputation and position in the global stage that eventually will increase its competitive advantage and boost its opportunity as a destination to be visited. The research demonstrates the nation branding as a kind of place branding and how is branding being applied to places and nations. It illustrates the stages of nation branding and how do nations use advertising as a tool of communication to present itself in the international arena. The research will use the qualitative method, as it is the study that is used to explore a phenomenon to reach the mentioned points. Then it will analyze the visual elements of real example of national advertising campaign that have been already launched in the recent years in India in 2002. It will see different kinds of advertising that used in this campaign. It will find the results of the fundamentals and basics of using advertising in nation branding. It will reach the precautions that nations must put in consideration while branding the nation.

Keywords

References

Books:

1- Hlynur Gudjonsson – Nation branding - Henry Stewart Publications – USA - Vol. 1 – 2005.

2- Keith Dinnie - Nation Branding Concepts, Issues, Practice – Elsevier – 2008.

3- Ritchie B.R. & Ritchie R.J.B. - The branding of tourism destination: Past achievements and future trends in destination marketing – scope and limitations – 1998.

Articles:

1- Blain and Levy S.E – Destination branding: Insights and practices from destination management organizations - Journal of Travel Research – 2005.

2- Brendon Knott, Alan Fyall and Ian Jones - Leveraging nation branding opportunities through sport mega-events – Emeraldinsight – 2016.

3- Dennis F. Kinsey, Ph.D. & Myojung Chung - NATIONAL IMAGE OF SOUTH KOREA: IMPLICATIONS FOR PUBLIC DIPLOMACY - The Journal of Public Diplomacy – 2013.

4- Görel Englund - Nation Branding A Brand New Marketing Tool on the Global Arena - STOCKHOLM SCHOOL OF ECONOMICS - June 12, 2012.

5- Jose ́ I. Rojas-Me ́ndez - The nation brand molecule - Emerald Group Publishing Limited - Journal of Product & Brand Management – 2013.

6- Simon Anholt – What is a Nation Brand? – Superbrands – 2002.

7- Simon Anholt - Definitions of place branding, Working towards a resolution - Place Branding and Public Diplomacy – 2010.

8- Simon Anholt – Branding a nation – Romania and Simon Anholt - Philosophy, Social and Human Disciplines vol. I – 2009.

9- Stella Kladou, Mihalis Kavaratzis, Irini Rigopoulou, Eleftheria Salonika - The role of brand elements in destination branding - Journal of Destination Marketing & Management – Elsevier – 2016.

10- Ying Fan - Branding the nation: Towards a better understanding - Macmillan Publishers Ltd. - Vol. 6 – 2010.

Websites:

1- https://www.slideshare.net/jcarleton/a-brand-like-no-other-nation-branding

2- https://landor.com/thinking/rebranding-the-city-of-melbourne

3- https://en.wikipedia.org/wiki/Incredible_India

4- http://advertisementfeature.cnn.com/2018/incredible-india/adventure/terms-and-conditions.html

5- http://www.campaignbrief.com/asia/2013/09/ogilvy-mather-delhi-stirs-curi.html

6- https://www.afaqs.com/advertising/creative_showcase/index.html?id=44118&media=Print&type=Indian

7- https://breathedreamgo.com/top-10-incredible-india-moments/

8- https://www.afaqs.com/advertising/creative_showcase/index.html?id=44116&media=Print

9- https://breathedreamgo.com/top-10-incredible-india-moments/

10- https://www.youtube.com/watch?v=MLtguntabmU