<p>The Chinese outbound tourism is expected to boost within a near future. Recently the market has been very closed due to legislation but as China develops and people are getting richer the demand for travelling abroad increases and the government has to let go of the regulations.</p><p>In order for the Swedish tourism industry to benefit from the growing market, Sweden has to increase the awareness of the nation as a destination among the Chinese.</p><p>Through qualitative research we aim investigate how Sweden through nation branding and marketing can increase its share of the Chinese outbound tourism.</p><p>Except for nation branding a variety of marketing and branding tools are available. Two significant concepts are tourism marketing and destination branding. By utilizing all these different tools or concepts Sweden can raise the awareness of the nation as a possible tourism destination for Chinese outbound tourism. In order to create a comprehensive picture of the market we have also researched the general background of China and the nature of Chinese tourism.</p><p>VisitSweden and the Swedish Institute are two organizations already working with these concepts and other similar strategies and are herefore a natural part of this study. Scandinavian Perspectives and Miki Travel are two major travel agencies bringing Chinese tourists to Sweden and therefore possess great knowledge of the areas of interest. Therefore representatives from these organisations are involved in the empirical findings.</p><p>In order to get the whole picture Chinese citizens and Chinese students are interviewed about their perception of Sweden and tourism preferences.</p><p>The main conclusion of the thesis is that the different actors need to cooperate more and promote certain aspects of Sweden, for example Culture. Even a few obstacles that should be alleviated are identified.</p>

The fact that many OECD countries are reliant on international medical graduates (IMGs) to serve their most vulnerable has become even more apparent in the wake of Covid-19. This dissertation examines the role that nation brands play on the international physician labor market and how visa regimes and migration industries shape IMG pathways to Sweden versus US; two widely different societies where around a third of all doctors are IMGs. The US and Sweden represent two different approaches to addressing the same problem — solving a shortfall of healthcare providers, especially in rural areas populated by ethnic minorities and low-income families. While many Swedish regions actively attempts to facilitate the incorporation of IMGs through an intra-European physician recruitment industry, the US seem to rely on the attraction of its political economy and has done little to modify the substantial financial and visa-related obstacles that IMGs face. As a high-skilled immigrant group, immigrant physicians occupy a complex position of advantage and disadvantage; they are privileged in comparison to low-income migrant workers and unauthorized immigrants, yet face more barriers in comparison to domestic physicians, and are often informally sorted into less prestigious positions. This study centers the two largest immigrant physician groups in each country: Indians in the US and Poles in Sweden. The experiences of these labor migrants are triangulated against a third IMG group that have undergone the asylum process in order to reach their host societies — Iraqis. / 2025-05-11T00:00:00Z

台灣本身製造、設計、研發能力對於世界高科技產業的貢獻來說，已成為不可或缺的國際分工供應鏈體系，台灣製造的品質與聲譽，影響全世界各地消費者在採購時的決策。 本研究的主題是探討台灣國家品牌價值傳遞模式的過程，台灣政府、產業、企業與相關組織，致力於往建立台灣國家品牌的道路上前進，但到目前為止，整體台灣國家品牌的建立概念並未被強調，因此本研究從Michael Porter教授（1990）提出的價值鏈延伸到品牌價值傳遞模式，以同樣建立核心競爭力的觀點，不同於Porter應用於企業的分析觀點，套入Simon Anholt (2005)提出的國家品牌指標六要素，探討台灣國家品牌價值傳遞模式，並以Milan Zeleny教授（2006）提出的輔助資本型態：人為資本、人力資本、社會資本與自然資本重視與累積的相關成果，觀察台灣國家品牌建立過程中，著重台灣製造、創新台灣、品牌台灣、文化創意與地方城市的不同提升台灣國家品牌形象的活動，建構台灣國家品牌發展的價值傳遞模式。 研究結果建構出概念性的台灣國家品牌價值傳遞模式，並發現在台灣國家品牌價值傳遞模式的發展，須憑藉台灣本身的自然資本、人為資本、人力資本、社會資本四項輔助資本；目前台灣國家都會樣態的發展型態，逐漸強調自然資本與社會資本的重要性。 而台灣國家品牌價值傳遞模式的過程中，政府須扮演強大角色，建立由上到下規畫統籌，多元性的鼓勵與資助台灣國家品牌發展，由統一的發展單未來統合國家發展品牌的資源，但目前尚無一致的共識與主要的推動單位來規畫執行。 其中必須注意的是，打造國家品牌不是虛浮其外表，要建構強而有力的國家品牌前，要有國家品牌價值傳遞模式的過程，強化國家品牌塑造時的特色與競爭力。因此，各階段的未來發展應向下扎根、連結左右資源，並向上提升以建立台灣國家品牌形象，打造台灣國家品牌競爭 / Taiwan has been playing an important role in the world supply chain. Not only the capability of manufacture, but also design and the R&D are the reputation of “Made in Taiwan” which implants and affects the process of decision making in every customers’ mind. The main purpose of thesis is to develop and discuss Nation Brand of Taiwan, from the view of the Taiwan government, corporate and related institutions, in order to figure out whether the new emerging Nation Brand has been emphasized or not. After research framed the concept of Taiwan Nation Brand Net, extending from the theory of value chain of Prof. Michael Porter (1990), research selected five main activities: Made in Taiwan, Innovative Taiwan, Brand Taiwan, Culture and Creative Taiwan and City and District Taiwan, and Support Capital: Human Capital, Intelligence Capital, Social Capital and Nature Capital to analyze Taiwan Nation Brand Strength and Weakness by using the Nation Brand Hexogen proposed by Simon Anholt (2005). The finding of the thesis that Taiwan has been toward the way of building Taiwan Nation Brand and Taiwan has been increasingly emphasized the importance of the Social Capital and Nature Capital since Taiwanese government promoted the development of culture and creative industry. However, Taiwanese government is still in the beginning stage to build up the Taiwan Nation Brand. The necessary step for Taiwanese government has to leverage all resources from the related institutions of the government and reach the consistent concept of Taiwan Nation Brand to plan and execute overall process. Finally, the Branding Taiwan Nation Brand process would increase the competitiveness and Taiwan Nation Brand image of Taiwan.

It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies. Academic areas such as nation branding, COO (country of origin), brand positioning and brand communications work as a base for the investigation of our research problem. The study uses Finland as a study objective to investigate how companies aiming for international markets can use their COO in smart ways when creating and developing their brand identities. The knowledge in these areas is deepened through semi structured interviews with six experts from different fields. The previous academic areas acknowledge that the communication needs to be directed for the right consumers, in a way that suits the recipient. Since consumers in international markets often share multiple/different perceptions and associations, when communicating the origin of a brand, a customer centric approach in the communications is vital. The study finds that country of origin, when used in corporate branding often needs to be explained through storytelling, that emphasizes why the origin adds value. This is done by translating aspects about the COO in to a form which consumers are able to understand and appreciate. An additional finding the study makes is the symbiosis between the companies and their country of origin. The companies have the ability to shape the nation brand of their origin, and hence, aid their own branding capabilities. Marketers need to understand the value of their COO and see the possibilities it may offer. This realization creates a symbiance between the brand and its origin which will create long term positive implications.

The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media, and nation branding. Theoretical framework includes appropriate concepts and perspectives that guide the analysis such as the TOPSTAR model, theory on types and specialization of personal brands, advertising, cultural branding and the nation brand of Sweden. The study combines different research techniques: quantitative content analysis and semiotics. The data is gathered from official accounts of Zlatan Ibrahimovic on social media outlets such as Facebook, Twitter, Instagram and the mobile application Zlatan Unplugged. Furthermore, the data for analysis is also received from YouTube videos concerning two campaigns: the Volvo XC70 commercial and “805 million names” awareness campaign by World Food Program. The results of the research outline main characteristics of the personal sport brand, show differences in representation of the brand depending on digital media platform and identify the leading attributes of the personal sports brand. The investigation uncovers a connection between the personal sports brand of Zlatan Ibrahimovic and the nation brand of Sweden and shows how the personal sports brand functions on the cultural level. The thesis might be interesting for both researchers and practitioners in the spheres of media and communication studies, personal sports branding and nation branding.

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Senaste hundra åren har design utgjort en betydande komponent för uppfattningen av en nation. Typiska faktorer som utgör identiteten av en nation är ekonomi, kultur och politik, där nationers urbana miljö och uttryck utgör en betydande del för att utmärka och identifiera nationen. Den urbana miljön har också stor inflytande för att attrahera turism vilket har betydande effekt för en nations ekonomi och internationella rykte. Nation brand syftar till att göra nationer internationellt synliga genom de olika kvalitéer nationen besitter. Varumärket för en nation fungerar som identitetsskapande och som differentierande faktor, och består av flera faktorer som ekonomiska, politiska, sociala och kulturella. Arkitektur har genom flera epoker uttryck nationers ambitioner samt kunskaper. Flera arkitektoniska strukturer står oftast som nationella symboler för den internationella publiken. Denna studie har till uppgift att undersöka hur arkitekturen påverkar uppfattningen av en nation. Studien genomförs med kvalitativa metoder, vilka är semistrukturerad intervju och netnografi. Teorier studien omfattas av är nation brand och brand equity. Studien ämnar besvara forskningsfrågan: Hur fungerar arkitektur som formande faktor för uppfattningen av en nation? Resultatet påvisar att arkitektur är aktivitetsskapande vilket främjar turism. Det i sin tur bidrar till det ekonomiska kapitalet och även den internationella uppfattningen av nationen. / During the last century, design has become an important component to the perception of a nation. Typical factors that constitute the identity of a nation are economy, culture, and politics, where the urban environment in nations constitutes a significant part in distinguishing and identifying the nation. The urban environment also has a big impact on attracting tourism, which affects the economy and international reputation. The purpose of a nation brand is to market the nation through the different qualities the nation possesses and make these internationally visible. The brand for a nation aims to create identity and works as a differentiating factor, through several different components such as economic, political, social, and cultural. Several architectural structures are often used as national symbols, targeted towards the international audience. This study aims to investigate how architecture affects the perception of a nation. It’s a qualitative study with two methods, semi structured interviews and netnography. Along with theories such as nation brand and brand equity, this study aims to answer the following question: How does architecture function as a factor for the perception of a nation? The result of the study shows that architecture helps to create activities for tourists, which in turn contributes to the economic growth and the international perception of a country.

Made available in DSpace on 2016-04-26T18:12:55Z (GMT). No. of bitstreams: 1 Regina Helena Giannotti.pdf: 2586042 bytes, checksum: 4840033152cb7d04d1a20a95a54ede12 (MD5) Previous issue date: 2013-05-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This essay aims to study the nation-brand used by the Brazilian Federal Government in the commercial, political and cultural development of the country compared to others. At this point, one wonders whether the brand used by the government could be considered a vector of power and if it carries the set of meanings and feelings that the country has according to the objectives as proposed by DIVULG (agency that is responsible for the country image). The overall goal is to examine how a mixed culture as the Brazilian culture has been articulated internally and externally to renew the existing imagery of Brazil. As a research problem, it is proposed to investigate the reasons why the brazilian political institutions overlook the strength that has marked territory to develop their political strategies. It will aim to assess whether the specific goals established in the National Culture Plan, approved in December 2011 and published in June 2012, compared to the material used by the Foreign Ministry are able to promote the desired renewal. In order to understand the function of a nation brand, not just the marketing point of view, but associated with the public image and reputation, it has been used as a methodological basis authors that draw this parallel as Simon Anholt, Sheerman, Macrae, Parkinson, Leslie de Chernatony and Keith Dinnie. In order to understand the uniqueness of Brazil´s cultural point of view it was used authors such as Serge Gruzinski, Boaventura de Souza Santos and Jesus Martin- Barbero, as a methodological basis .The bias analysis in this dissertation is the political and economic features, as it allows to show how the State draws the nation-brand as a translational symbol and a meaning producer on a strategy to consolidate the public image, and as a vector of power in the XXI century . The same bias will also allow other approaches, for example, the culture. The intentions behind this vector of power are far beyond the simple concern to attract tourists. These intentions include the investors´s attractions, maintaining credibility, the indicators´s review measured by credit agencies, multilateral partnership increment, promotion and growth of trade in goods and services, and especially, cultural fostering. The States have invested a good deal of researches and energy to develop and design their countries in the complex context of international relations. From the methodological point of view, it was used literature review and a survey on specific materials, together with the federal government / presente dissertação tem como objeto de estudo a marca-território utilizada pelo governo federal brasileiro na projeção comercial, política e cultural do país frente aos demais. Indaga-se aqui se a marca utilizada pelo governo pode ser considerada um vetor de poder, e se ela carrega consigo o conjunto de significados e sentidos que o país possui, conforme objetivos propostos pelo DIVULG (órgão responsável pela imagem pública do país). O objetivo geral é analisar de que forma, uma cultura mestiça como a brasileira, vem sendo articulada, interna e externamente, para renovar o imaginário existente do Brasil. Como problema de pesquisa, propõe-se investigar as razões pelas quais as instituições políticas brasileiras negligenciam a força que a marca-território tem ao desenvolverem suas estratégias políticas. Terá como objetivo específico avaliar se as metas estabelecidas no Plano Nacional de Cultura, aprovado em dezembro de 2011 e publicado em junho de 2012, em comparação com o material utilizado pelo Ministério das Relações Exteriores são capazes de promover a renovação desejada. Para compreender a função da marca de uma nação, não apenas do ponto de vista mercadológico, mas associado à imagem pública e a reputação, utilizaram-se como base metodológica autores que traçam esse paralelo como Simon Anholt, Sheerman, Macrae, Parkinson, Leslie de Chernatony e Keith Dinnie. Para compreender a peculiaridade do Brasil do ponto de vista cultural utilizou-se como base metodológica autores como Serge Gruzinski, Boaventura de Souza Santos e Jesus Martin-Barbero. O viés de análise na presente dissertação é a político-econômica, pois permite evidenciar como o Estado se vale da marca-território como símbolo tradutório e produtor de sentidos em suas estratégias políticas de consolidação de imagem pública, e como vetor de poder em pleno século XXI. O mesmo viés também permitirá outras abordagens como, por exemplo, a cultural. As pretensões por trás desse vetor de poder estão muito além da simples preocupação em atrair turistas; essas incluem a atração de investidores, a manutenção de credibilidade, a revisão de indicadores aferidos por agências de crédito, o incremento de parcerias multilaterais, a promoção e o incremento do comércio de produtos e serviços e, principalmente, o fomento cultural. Os Estados têm investido boa dose de recursos e energia para desenvolver e projetar seus países no complexo contexto das relações internacionais. Do ponto de vista metodológico utilizou-se pesquisa bibliográfica e levantamento de materiais específicos junto ao governo federal

<p>Globalization abates barriers and makes the world similar, but also leads countries to perform like companies seeking and competing for global capitals. In this competition the „nation brand‟ becomes a critical tool to stand out and attract any sort of foreign investments. In this research, the factors which affect the nation brand, presented in the Anholt´s hexagon model, will be tested through the combination of theory on nation branding and empirical data. The study analyzes how different organizations affect and promote the commercial image of Spain in Sweden. Up to seven entities susceptible to affect the brand Spain were analyzed; the ICEX, the economic and commercial office of Spain in Stockholm, the embassy of Spain in Stockholm, Invest in Spain, the Elcano Royal institute, the Hispanic-Swedish chamber of commerce in Madrid and the Swedish trade council in Madrid. The study also presents an outline of the current context of the brand Spain and its projection in Sweden, as well as an overview on the trade relationship between both countries. The individual commitment of most of the organizations investigated, under the guidance of the Ministry of foreign affairs and the Ministry of industry, tourism, and trade of Spain, appears as one of the main findings. Despite the limited scope of this investigation, the relative novelty of this field of study leaves room for further research in different directions, questioning those who claim that globalization threats local diversity.</p>

Globalization abates barriers and makes the world similar, but also leads countries to perform like companies seeking and competing for global capitals. In this competition the „nation brand‟ becomes a critical tool to stand out and attract any sort of foreign investments. In this research, the factors which affect the nation brand, presented in the Anholt´s hexagon model, will be tested through the combination of theory on nation branding and empirical data. The study analyzes how different organizations affect and promote the commercial image of Spain in Sweden. Up to seven entities susceptible to affect the brand Spain were analyzed; the ICEX, the economic and commercial office of Spain in Stockholm, the embassy of Spain in Stockholm, Invest in Spain, the Elcano Royal institute, the Hispanic-Swedish chamber of commerce in Madrid and the Swedish trade council in Madrid. The study also presents an outline of the current context of the brand Spain and its projection in Sweden, as well as an overview on the trade relationship between both countries. The individual commitment of most of the organizations investigated, under the guidance of the Ministry of foreign affairs and the Ministry of industry, tourism, and trade of Spain, appears as one of the main findings. Despite the limited scope of this investigation, the relative novelty of this field of study leaves room for further research in different directions, questioning those who claim that globalization threats local diversity.