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Country brand - Essay Example

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Introduction This paper examines the strategy that has been used to brand America. The paper utilises the important elements of nation branding to examine the strategy and techniques that has been used in the branding and marketing of United States of America outside its boundaries…
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Country brand
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Download file to see previous pages The elements explored in the paper are Tourism, Investment/Immigration, Culture and Export (Shimp, 2008). The other two elements of the hexagon are touched on briefly, that is the People and Governance. This is because the paper is fashioned to focus on matters of Nation Branding that are relevant to the creation of value for American corporate entities on the global level. Elements of Nation Branding In order to analyze the strategy of branding America, there is the need to explore the main elements of nation branding strategy. Olin defines a 7 step model that must be followed to draw a nation branding strategy (Molianen & Rainisto, 2009): 1. Define Preliminary Vision 2. Establish a Working Group 3. Internal & External Research 4. Formulation of Strategic Plan 5. Visualisation 6. Implementation of the Plans 7. Testing Implementation & assessment Preliminary Vision The preliminary vision of America's branding technique is to extend its influence over different country through a blend of diplomatic, governmental as well as industrial campaigns (Snow, 2009). This means that the branding of America is handled by the diplomatic corps which has a strong history of promoting America as a brand all over the world. There has also been different governmental projects and units set up over the past years that has been responsible for promoting America as a brand around the world. ...
These questions are as follows: “Where are we now? How did we get here? Where do we want to be? How do we get there?” The United States is the most powerful and most popular country in the world today (Wolfe, 2007). It attained its status as a global super-power during and after the Second World War, which saw the influence of America spread throughout Europe and the rest of the world (Houghton, 2009). Since the 1950s, America led the West in gaining influence around the world against the Soviet led East (Wolfe, 2007). Due to this struggle, the United States created a very strong network to establish its presence in nations around the globe through various export techniques. This has boosted America's image around the world. Everyone around the world, from Latin America, Africa, Europe, Asia and the Middle East identifies with American movies, clothing, food, books, cars and brands. And this has been the case over the past 20 years after the collapse of the Soviet Union (Houghton, 2009). However, in the era of globalisation, there are competitors that are coming up namely BRICS (Brazil, Russia, India, China & South Africa) as well as old powers like Europe and Japan. There is the need to re-brand and present America in a different light. Currently, the vision of branding America is one that seeks to take advantage of the country's status as a super power, the country's past image and global influence as well as America's competitive strength against the emerging powers. Thus, the vision of the 21st Century for the branding of USA is as follows: 1. Re-branding the superpower and presenting it to the world in a different light. 2. Re-igniting the American flame 3. Putting American ingenuity to the doorsteps of the world 4. ...Download file to see next pagesRead More
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