Country slogans and logos: findings of a benchmarking study
AbstractThe name of a country, its logo(s) and slogan(s) are important vehicles for development of country brand equity. This paper shows some recent examples for country name changes and categorize country slogans and logos into groups. The study concludes that creating a coherent visual and verbal identity plays a key role in the global competition for tourists, investors and customers. However, even the most brilliant logo and slogan is powerless if it is not backed up by a comprehensive branding system.
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This chapter was published in: György Kadocsa (ed.) , , pages 199-208, 2010.
This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings-8th International Conference on Mangement,Enterprise and Benchmarking (MEB 2010) with number 199-208.
country marketing; country branding; visual identity; verbal identity; global competition; brand name; slogan; logo;
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