Publications
Publications
- Place Branding
Positioning The Nation State
By: John A. Quelch and Katherine E. Jocz
Abstract
Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing and highly visible events like the Olympics. Positioning and national image also matter greatly in public diplomacy and cannot be taken for granted. Recommendations are given for positioning a nation-state based on a frank appraisal of perceptions and realities.
Keywords
Citation
Quelch, John A., and Katherine E. Jocz. "Positioning The Nation State." Place Branding 1, no. 3 (2005): 229–237.