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Reasons for the rise of branding spaces

This task focuses on the analysis of the factors leading to the rise of branding spaces and its resulting impacts on the spaces. The paper highlights the issues of brand design, brand environment and the experiences in the economy.

Reasons for the rise of branding spaces 

The current expansion of the global market that is characterized by a high level of competition has made brand a critical factor for any player seeking to operate successfully in the global market. Without a positive and powerful nation brand (good image), no country is likely to compete effectively for the consumers, investors, tourists, immigrants, the world’s media or respect from other nations (Szondi, 2011). In essence, a nation’s image influences nearly every aspect of the country’s international engagement thus have a significant impact on its social, political, cultural and economic progress. According to Dinnie (2015) countries virtually develop a positive image through various public diplomacy and nation branding strategies. Public diplomacy refers to the approaches adopted by a government and/or private individuals to indirectly or directly influence the public opinion on the country. The major focus of public diplomacy is to influence the opinion of the elite and more active foreign citizens that are likely to influence the foreign government’s decision. On the other hand, nation branding entails the use of marketing information and techniques to promote the nation’s brand as well as build a positive image (Weed & Nakamura, 2009). The major difference observed between the two concepts (public diplomacy and nation-building) is that public diplomacy focuses on promoting the political interest of the nation in the global platform so as to develop a receptive environment for the country’s goals and foreign policy. On the contrary, nation branding focuses on improving the nation’s competitiveness in the global market by emphasizing the uniqueness of the country to attract more foreign investors and tourists (Szondi, 2011). Despite the difference observed, both concepts have the ultimate goal of promoting the image of the country, this ought to be treated as complementary concepts.

Developing a positive national image has significant benefits for the country. A good image would foster more foreign investment, attracts tourists and increases the reception of the nation’s policy in other countries that contribute significantly towards the modernization and economic development of the nation (Szondi, 2011). Nevertheless, as Rojas-Méndez, Murphy, and Papadopoulos (2013) reported, developing a positive image is dependent on the successful nature of the nation branding campaigns and public diplomacy strategies put in place by the government. It is therefore vital that the nation branding techniques and public diplomacy initiatives be constantly evaluated to ascertain their effectiveness in promoting the nation’s image.

Impacts of branding spaces 

Public diplomacy and nation branding are likely to promote the image of a country. This promotion enhances the competitiveness of the country in the global market as well as improves the acceptability of its interests and policies to the governments of the various foreign nations. Enhanced economic and social growth is therefore likely to be observed when a country engages in public diplomacy and nation branding (Pamment, 2014). Nevertheless, the effectiveness of the public diplomacy initiatives and the successful nature of the nation branding campaigns implemented by the nation, have a significant influence on the outcome. As Dinnie (2015) the initiatives ought to be capable of reaching a specific target as well as up to data-dependent on the changes observed in the global markets. Constant changes in public diplomacy initiatives and nation branding techniques are recommended if a strong and positive national image is to be achieved.