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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 2 Background The development of interactive communication technologies is rapidly changing the modern world and how it functions. Unlike traditional media, the new medium – the Internet, is not just a communication channel, but the environment into which human communication and interactions are moving. Each and every such interaction leaves a tangible trace within this medium, thus, forever changing this communication/interaction environment itself, as well as the parties involved in these interactions. Under these circumstances, the concept of a brand acquires a new momentum and a special importance, especially for nations; since, as a consequence of globalization and real time nature of news and information generation and availability, brought about by the Internet and online communication technologies, countries have become increasingly aware of their image internally and internationally (Anholt, 2002; Olins, 2002). In response to this awareness, some countries have adopted advertising and marketing practices to manage their country image based on the approach that looks at countries as brands and adopts branding methods developed within the marketing field (Olins, 1999; Outhavongs, 2007). This approach is known as nation branding. One of the most respected authorities in nation branding – Simon Anholt, who is considered a pioneer in this area and is widely credited with creating this term, emphasizes that the concept of a brand has a strong connection to reputation and image of a country which are becoming increasingly important in a world where everything is interconnected. ―One of the consequences of globalization is that all countries, regions and sectors are competing for the same talent, investors, consumers, students, capital, tourists, sportive events, etc. In a world of hyper competition the image of countries can make very big difference to what they do‖ (Anholt, 2008).

Authors: Topouria, Giorgi.
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background image
Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
 
Background 
The development of interactive communication technologies is rapidly changing the modern 
world and how it functions. Unlike traditional media, the new medium – the Internet, is not just a 
communication channel, but the environment into which human communication and interactions 
are moving. Each and every such interaction leaves a tangible trace within this medium, thus, 
forever changing this communication/interaction environment itself, as well as the parties 
involved in these interactions. 
Under these circumstances, the concept of a brand acquires a new momentum and a special 
importance, especially for nations; since, as a consequence of globalization and real time nature 
of news and information generation and availability, brought about by the Internet and online 
communication technologies, countries have become increasingly aware of their image internally 
and internationally (Anholt, 2002; Olins, 2002). In response to this awareness, some countries 
have adopted advertising and marketing practices to manage their country image based on the 
approach that looks at countries as brands and adopts branding methods developed within the 
marketing field (Olins, 1999; Outhavongs, 2007). This approach is known as nation branding. 
One of the most respected authorities in nation branding – Simon Anholt, who is considered a 
pioneer in this area and is widely credited with creating this term, emphasizes that the concept of 
a brand has a strong connection to reputation and image of a country which are becoming 
increasingly important in a world where everything is interconnected. ―One of the consequences 
of globalization is that all countries, regions and sectors are competing for the same talent, 
investors, consumers, students, capital, tourists, sportive events, etc. In a world of hyper 
competition the image of countries can make very big difference to what they do‖ (Anholt, 
2008). 


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