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Nation brand: A systems approach to the creation and management

Author

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  • Olga A. Kusraeva

    (HSE University, Moscow, Russia)

Abstract

A nation brand impacts on a country’s economic development, stimulating or, contrarily, limiting people and organisations’ readiness to invest various resources within a particular jurisdiction. Simultaneously, a nation brand originates in all activities of organisations operating in the country’s territory. The paper aims to develop theoretical foundations of the nation brand management as a system. The methodological basis of the study is the concept of nation branding and the systems approach. A set of general scientific methods of analysis, synthesis, systematisation and generalisation are used. As a result, the paper provides and describes a system for the nation brand management that comprises input (existing perception of a country), transformation processes (creation of an image), and output (the image shaped). The value of the developed system lies in its ability to coordinate the interests of diverse stakeholders. The article presents a vision of 7-S model implementation for the nation brand based on the understanding of the relationships that lead to the formation of nation brand as well as the representation of external and internal dynamic processes that evolve over time, etc. The findings contribute to grasping the essence of the nation brand management using the principles of the systems approach, which potentially enhances the country’s economic development.

Suggested Citation

  • Olga A. Kusraeva, 2024. "Nation brand: A systems approach to the creation and management," Journal of New Economy, Ural State University of Economics, vol. 25(2), pages 27-44, July.
  • Handle: RePEc:url:izvest:v:25:y:2024:i:2:p:27-44
    DOI: 10.29141/2658-5081-2024-25-2-2
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    References listed on IDEAS

    as
    1. Quelch, John A. & Jocz, Katherine E., 2008. "Milestones in Marketing," Business History Review, Cambridge University Press, vol. 82(4), pages 827-838, January.
    2. Svein Ivar Angell & Mads Mordhorst, 2015. "National Reputation Management and the Competition State," Journal of Cultural Economy, Taylor & Francis Journals, vol. 8(2), pages 184-201, April.
    3. Ernest J. Wilson III, 2008. "Hard Power, Soft Power, Smart Power," The ANNALS of the American Academy of Political and Social Science, , vol. 616(1), pages 110-124, March.
    4. Avraham, Eli, 2020. "Nation branding and marketing strategies for combatting tourism crises and stereotypes toward destinations," Journal of Business Research, Elsevier, vol. 116(C), pages 711-720.
    5. Almeyda-Ibáñez, Marta & George, Babu P., 2017. "The evolution of destination branding: A review of branding literature in tourism," MPRA Paper 87884, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    economic development; nation branding; systems approach; corporate branding; values; Russia; 7-S model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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