Country branding: A developing economy perspective

dc.contributor.authorAkotia, Mathias
dc.contributor.authorSpio, Anthony Ebow
dc.contributor.authorFrimpong, Kwabena
dc.contributor.authorAustin, Nathan K
dc.date.accessioned2017-09-07T09:41:37Z
dc.date.available2017-09-07T09:41:37Z
dc.date.issued2011
dc.descriptionAnthony Ebow Spio is a lecturer at the Business Administration department of Ashesi University Collegeen_US
dc.description.abstractCountry branding, has become a strategic tool for attaining country competitiveness. Emphasizing country branding as a social construction, this paper presents a conceptual branding model for Ghana, based on the identity brand management approach. Focusing on the role of the country citizenry, the first construct involves articulating country brand identity to purposefully affect country macro leadership, governance structures, country and product brand value delivery and communication. The second construct involves developing country brand mind-set and citizenship behaviours through purposeful brand knowledge and commitment. The third construct explains the country brand equity and citizens well being likely to be engendered through purposeful brand supporting behaviours, conscious creation of supporting country realities, and coordinated and harmonized nation and product communication. This approach emanates from and is supported by insights generated through exploratory interviews and group discussions involving Ghanaians as well as identity based brand management literature.en_US
dc.description.versionAbstract only is available due to copyright restrictions
dc.identifier.citationAkotia, M., Spio, A. E., Frimpong, K. & Austin, N. K. (2011) Country branding. IJBS, 11 (2) 123-131en_US
dc.identifier.issn1553-9563
dc.identifier.urihttp://hdl.handle.net/20.500.11988/264
dc.language.isoenen_US
dc.publisherInternational Journal of Business Strategyen_US
dc.subjectCountry brandingen_US
dc.subjectBrandingen_US
dc.subjectBrand identityen_US
dc.subjectSocial constructionismen_US
dc.titleCountry branding: A developing economy perspectiveen_US
dc.typeArticleen_US

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