Nations: To Brand or not to Brand?
In Marketing Week this week, Mark Ritson, who is an Associate Professor of Marketing, writes about country branding. His take on it is summarized in the headline of his article “Countries are countries, not brands.”
Written in reaction to South Africa’s preparation for the FIFA World Cup, the article not only looks down upon the country for trying to build a stronger country brand with this opportunity, but other nations who have viewed themselves as a brand and the branding agencies that were hired by them to do it. Continue Reading…
