Creating country image and brand through country placement (CROSBI ID 643840)
Neobjavljeno sudjelovanje sa skupa | neobjavljeni prilog sa skupa
Podaci o odgovornosti
Ozretić Došen, Đurđana
engleski
Creating country image and brand through country placement
This presentation addresses country placement as a specific marketing challenge in a country image and a country brand management. Since people rely more and more on the visual form of information to gain knowledge, movies, videos and television are gaining in importance as far as promotion and acquaintance with a country are concerned. The exposure a film gives a country could and should be considered an opportunity for the advertisement viewed by potentially millions of people. Many national organizations for strategic country image and/or country brand management overlook potential benefits of linking or associating a country with films (as secondary sources of associations) in order to create new and/or affect the existing country image and country brand.
country image; country brand; country placement
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Podaci o prilogu
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Podaci o skupu
7th European Forum for Marketing of Scientific and Research Organizations
pozvano predavanje
17.11.2016-18.11.2016
Varšava, Poljska