Daffodil International University
Faculties and Departments => Faculty Sections => Topic started by: Bipasha Matin on November 02, 2016, 03:13:53 PM
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One might well ask, if marketing communications work so well for products and services, why shouldn’t they work for countries and cities?
The simple answer is that they don’t work so well for products and services – or at least, not in the way that most casual observers suppose. Although great advertising, attractive logos and memorable slogans are strongly associated with powerful commercial brands, they aren’t the reason why those brands are powerful: brands become powerful when the product behind them earns trust. This happens as a consequence of many sales, leading to many direct customer experiences, and a product that fulfils or exceeds its promise. The advertising campaigns generate the sales; they only build the brand indirectly.
Because countries and cities aren’t for sale, the marketing communications campaigns associated with them can only be empty propaganda: instead of saying ‘please try this product’ they are basically saying ‘please change your mind about this country’, and the message misfires.
Reference: http://kommunikationsmaaling.dk/artikel/why-nation-branding-does-not-exist/
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thank you!