Pregled bibliografske jedinice broj: 855164
Creating country image and brand through country placement
Creating country image and brand through country placement // 7th European Forum for Marketing of Scientific and Research Organizations
Varšava, Poljska, 2016. (pozvano predavanje, nije recenziran, neobjavljeni rad, znanstveni)
CROSBI ID: 855164 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Creating country image and brand through country placement
Autori
Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Skup
7th European Forum for Marketing of Scientific and Research Organizations
Mjesto i datum
Varšava, Poljska, 17.11.2016. - 18.11.2016
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Nije recenziran
Ključne riječi
country image; country brand; country placement
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
