Place Branding and Public Diplomacy
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Branding Thailand: Correcting the negative image of sex tourism
Place Branding and Public Diplomacy - Tập 3 - Trang 21-30 - 2007
As a small emerging country, Thailand has recognised the need to enhance the nation's branding in order to compete in the competitive global marketplace. The Branding Thailand project was initiated by the Thai Government to find out how people worldwide view the nation's strengths and weaknesses. One of the most important issues placing Thailand at a significant disadvantage is the image of sex to......
Enhancing global-scale visibility and familiarity: The impact of World Baseball Classic on participating countries
Place Branding and Public Diplomacy - - 2007
In this study, the impact of an international sport event on participating countries was examined with a viewpoint of place branding. The research focus was placed on the World Baseball Classic, which was a newly initiated international sport event and had not been investigated through previous studies. The structure of South Korean college subjects’ beliefs, attitudes, and behaviours to the World......
Quantification of country images as stereotypes and their role in developing a nation brand: The case of Pakistan
Place Branding and Public Diplomacy - Tập 13 - Trang 81-95 - 2017
The present article aims to identify the stereotypical country images of Pakistan held by students (foreign and local) studying in seven Chinese universities. The article employs a mixed qualitative–quantitative methodological approach, specifically questionnaires with open-ended question, to quantify stereotypical country images and assess their favorability. Preliminary research findings reveal ......
Place marketing, place branding and foreign direct investments: Defining their relationship in the frame of local economic development process
Place Branding and Public Diplomacy - Tập 6 - Trang 228-243 - 2010
Attracting foreign direct investments (FDI) constitutes one of the primary aims of the regions and cities, globally. In the new internationalized environment, places are characterized by a plurality of efforts to create their images based on their distinctive characteristics, and through this way to attract investments and specialized human resources. Traditional economic factors, such as agglomer......
Towards a theory of influence for twenty-first century foreign policy: The new public diplomacy in a globalized world
Place Branding and Public Diplomacy - Tập 6 - Trang 18-26 - 2010
Global issues are diffuse and rest on the decisions and behaviour of millions, if not billions, of people. Governments must respond by changing the way they practise diplomacy, offer development assistance and deploy force. This means making the new public diplomacy a core foreign policy tool. For any issue, there will typically be three goals. The first is to build shared awareness, a common unde......
National stereotype effects on high versus low-contact service expectations: branding Indonesia
Place Branding and Public Diplomacy - Tập 15 - Trang 238-243 - 2019
This paper is, to the best of our knowledge, the first to explore the impact of national stereotype contents (perceived warmth and perceived competence) associated with a service product’s country-of-origin, as regards high versus low-contact service type. Specifically, our first field experiment tests for the differential effect of perceived warmth and perceived competence on service quality expe......
Re-branding Abu Dhabi: From oil giant to energy titan
Place Branding and Public Diplomacy - Tập 8 - Trang 83-98 - 2012
This article presents a case study of Abu Dhabi's ‘energy re-branding’ since 2005 when it declared its intention to transform itself from an oil exporter to a total energy giant that also embraces alternative (renewable and nuclear) energy. The first part of the article identifies the benefits of this policy for Abu Dhabi's external diplomacy but argues that the real driver is the emirate's domest......
The populist wave and global trade diplomacy besieged: a European approach to WTO reform
Place Branding and Public Diplomacy - Tập 14 - Trang 11-21 - 2018
A transnational wave of popular anger over liberal trade and the diplomacy that facilitates it was evident in the Brexit and Trump elections of 2016. Drawing upon an understanding of how the diplomacy of international trade has undergone successive transformations over the past two centuries, this article seeks to understand how institutions that facilitate trade diplomacy, such as the World Trade......
Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto
Place Branding and Public Diplomacy - Tập 15 - Trang 229-237 - 2019
This study discusses residents’ involvement in the co-creation of a city brand, their perceptions about brand identity and authenticity and the fit with their sense of place. The city of Porto, Portugal, was chosen as a case study, since a new city brand was created in September 2014. The authors analysed the descriptive book explaining the strategy of the city brand created. In order to understan......
C-suite perspectives on corporate diplomacy as a component of public diplomacy
Place Branding and Public Diplomacy - - 2020
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