With the development of globalization, countries with positive and good ¡§country images¡¨ take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country¡¦s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country¡¦s products.
This research holds that ¡§Country branding¡¨ can build up positive country images, improve negative images and increase consumers¡¦ desire to cousume country¡¦s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods.
This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country¡¦s reality and features. 3) Country branding should deliver ¡§integrated, consistent and sustainable¡¨ images to customers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0205104-014951 |
| Date | 05 February 2004 |
| Creators | Chen, Yen-yang |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0205104-014951 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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