nation branding

  • Sports Performance and Shaping International Image of a China: Towards Beijing 2008 Olympic Games

    Author: Michał Marcin Kobierecki
    E-mail: mkobierecki@uni.lodz.pl
    Institution: University of Łódź (Poland)
    Year of publication: 2017
    Source: Show
    Pages: 138-150
    DOI Address: http://dx.doi.org/10.15804/ppsy2017109
    PDF: ppsy/46-1/ppsy2017109.pdf

    China is a country that has been using sport in order to reach political goals for many years. Lately such political exploitation of sport is directed at shaping the desirable international image of this country. This is done most of all through hosting sports events, but also through sports victories. The last aspect is the subject of this research. The aim of the article is therefore to investigate the issue of utilization of performance in international sport in order to enhance international image of a China. The research presented in the article is a case study concerning sport as a tool of nation-branding. Its main objective is to analyse motivation of China’s decision-makers to use sports performance in order to enhance the country’s international perception, and to observe how this goals is executed. The main hypothesis to be tested states that China perceives sports performance as an important tool of enhancing its international image. 

  • Branding narodowy jako narzędzie budowania pozytywnego wizerunku państwa na arenie międzynarodowej

    Author: Agnieszka Zakościelna
    Year of publication: 2017
    Source: Show
    Pages: 131-144
    DOI Address: http://dx.doi.org/10.15804/ksm201709
    PDF: ksm/22/ksm201709.pdf

    An important standpoint in national branding discourse is to draw attention to the fact that the international public, as well as each individual member, has certain associations connected with the countries, its inhabitants and national products. Connotations received over the years, which are strongly related to the upbringing in social groups, give us the opportunity to establish order, hierarchy, categorization and thus easier understanding of the world. The subjective interpretation of the mentioned factors and many others defined by Simon Anholt as “one million of private convictions” create country image which can be managed by the implementation of nation branding strategy.

  • Branding narodowy – co to jest? Uwagi do toczącej się dyskusji

    Author: Anna Quirin
    Institution: Uniwersytet Mikołaja Kopernika w Toruniu
    Year of publication: 2016
    Source: Show
    Pages: 78–96
    DOI Address: https://doi.org/10.15804/athena.2016.49.05
    PDF: apsp/49/apsp4905.pdf

    Artykuł stanowi krytyczny przegląd podejść teoretycznych do fenomenu brandingu narodowego. Rozważania otwiera omówienie idei przewodniej oraz podstawowych założeń, na których opiera się branding narodowy, wraz z próbą odpowiedzi na pytanie o przyczyny jego aktualnej popularności. Następnie są prezentowane dominujące podejścia teoretyczne oraz omawiane najważniejsze definicje. Celem nadrzędnym poniższego artykułu jest sprawdzenie, czy można mówić o jednej, spójnej, powszechnie akceptowanej koncepcji brandingu narodowego. Autorka artykułu konkluduje, że raczej mamy do czynienia z wieloma odmiennymi koncepcjami, które łączą wspólne elementy.

  • Nation Branding through Internationalization of Higher Education: A Case Study of African Students in South Korea

    Author: Jeong Kyung Park
    Author: Yong Deog Kim
    Author: Kaia DeMatteo
    Year of publication: 2016
    Source: Show
    Pages: 52-63
    DOI Address: https://doi.org/10.15804/tner.2016.45.3.04
    PDF: tner/201603/tner20160304.pdf

    This study focuses on the effect that internationalization of higher education has on the nation branding of South Korea. To better understand the role that international students in higher education play in nation branding, research is needed on the actual experiences of international students in the country. In this study, current and former African university students’ experiences living and studying in South Korea are investigated. This study, therefore, uses the nation branding framework within the context of South Korea and the role of higher education as an image enhancement strategy geared toward global public inclusion; its focus is on the experiences of African students. In order to obtain multiple perspectives on African student experiences, a survey was conducted using a questionnaire. The empirical evidence obtained in this study demonstrates that African students’ experiences in South Korea are relevant in their perceptions of the host country. The results suggest the positive impact that the South Korean government has on improving the country’s image through encouragement of internationalization of higher education, especially among African students who come to the country for their tertiary education.

  • Sweden’s Image Policy in the Times of Refugee Crisis

    Author: Anna Kobierecka
    Institution: University of Łódź
    Year of publication: 2019
    Source: Show
    Pages: 187-202
    DOI Address: https://doi.org/10.15804/athena.2019.64.11
    PDF: apsp/64/apsp6411.pdf

    Sweden has a substantially long tradition of conducting an image policy using both public diplomacy and nation branding. The refugee crisis is a significant challenge for maintaining a strong nation brand and positive perceptions of this country, mostly owing to contradictions between the declared values of Sweden’s image and nation brand and the real steps undertaken by the government to limit refugee immigration. The aim of this article is to discover potential correlation between the refugee crisis and changes within Sweden’s image and the strategy for promoting the country abroad, as well as Sweden’s methods and forms of international communication.

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