Communication Management Forum
Creating your own nation brand that provides a key competitive advantage in relation to other countries is one of the advantages of contemporary times for communications and tourism experts. While placed in front of communications experts is the serious challenge of how to present on the international market all of the elements and constituents of a national brand, placed in front of tourism employees is the challenge of how to take advantage of the nation brand to raise the competitiveness of the tourist offer. Namely, nation brands attract foreign tourists, investors, alluring cultural and sports events, help with product exports, and have an easier time succeeding in international political relations. Therefore, managing one’s own identity and image, i.e. nation branding, has become a key tool for countries in the 21st century. The nation branding process encroaches on the very essence of national identity. Consequently, each country that strives to become a brand must have a clear and conscious identity, must know what makes it special and what it can offer the world, and must make conscious its cultural, natural, human and other resources. The national identity is a phenomenon that is more alive today than ever because successful countries have realised that, in the international, globalised market, it is precisely this aspect that can give them a comparative advantage in the battle against competition. Namely, consumers, when they are not familiar with the specific qualities of a certain product, begin assessing it through the image of the country of origin. Therefore, successful countries contribute a part of their national identity to their products. However, in doing so, the following three questions arise:
- What is the foundation for building the nation brand of some country and how to present it to the world?
- How to create and use the nation brand in the context of promoting the tourist offer, affecting safety, political, economic and social stability, as well as demographic trends and development potentials?
- How should countries communicate or position themselves in the international market to present themselves as a strong and internationally recognisable brand?
- Are international marketing campaigns, promotional spots and creative videos enough for the quality presentation of a country?
- How do individual and team sports successes, tourist offer or historical heritage affect the forming of a positive perception of some country within the global framework and how permanent is that perception?
Answers to the previously posed questions can be found in an interdisciplinary approach that, as a scientific basis and explanation, offers a symbiosis of anthropology, sociology, psychology, communication studies, political science, economics, marketing and ecology. A combination of the knowledge from all of the stated disciplines leads to a quality step forward and to the creation of a broader knowledge of the entire complexity of elements that compose national identity, and they are, among other things, historical heritage, values, features and behaviours of people, natural beauties, tangible and intangible cultural heritage, way of life, recognisability of great individuals, symbols and souvenirs, gastronomy, sports successes, industrial products, tourism offer and so on.