Creating a competitive advantage for small nations through branding

Inhaltsverzeichnis (Table of Contents)

• 1.0 Introduction
• 1.1 Limitations of Study
• 1.2 Definitions used in Study and Practice
• 1.2.1 Small Nation
• 2.0 Literature Review
• 2.1 The rise of nation branding and its definition
• 2.2 Difficulties & Ethics of Nation Branding
• 2.3 Difference between product and nation branding processes
• 2.4 Competitive Advantage through creation of Reputational Capital
• 2.4.1 Competitive Advantage in Context of Small Nations
• 2.5 Select Case Studies of Small Nation Branding
• 2.5.1 Eastern Europe - Repositioning in a post-Soviet reality
• 2.5.2 New Zealand – When a successful destination brand becomes the ‘umbrella’ nation brand
• 2.6 Review of Nation Branding Conceptual Models
• 2.6.1 Communications Models
• 2.6.2 Brand Perspective Models
• 2.6.3 Nation Brand Hierarchical Models
• 3.0 Discussion
• 3.1 The role of social media in facilitating stakeholder involvement and nation brand development
• 3.2 Industry cluster brands operating under the nation brand umbrella
• 3.5 Proposed model for further practice and study of nation branding
• 4.0 Concluding Remarks

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation investigates the potential of nation branding to enhance the competitive advantage of small nations. The research delves into the concept's evolution, its application, and the challenges it presents. It examines the efficacy of nation branding as a tool for creating a positive image and attracting foreign investment, tourism, and talent.

• The emergence and definition of nation branding
• Challenges and ethical considerations in nation branding
• The role of reputational capital in achieving competitive advantage
• The importance of industry clusters in nation branding
• The application of social media in nation branding

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the concept of nation branding and its application in the context of small nations. It outlines the study's scope and limitations, providing definitions for key terms. Chapter two delves into the literature review, exploring the origins, definition, and challenges of nation branding. It examines ethical considerations, the difference between product and nation branding, and the role of reputational capital. Case studies on Estonia, New Zealand, and Finland are presented to illustrate the practice of nation branding and its impact. The chapter concludes with a review of existing nation branding conceptual models.

The third chapter discusses the role of social media in facilitating stakeholder involvement and nation brand development. It also explores the concept of industry clusters as units of a nation brand, emphasizing their contribution to reputational capital and competitive advantage. This chapter proposes a comprehensive framework integrating elements from existing models, outlining six degrees of nation branding practice.

Schlüsselwörter (Keywords)

This dissertation focuses on the key concepts of nation branding, reputational capital, industry clusters, social media, and small nations. It examines the intersection of these elements in the context of creating a competitive advantage for small nations in the global marketplace.