新闻传播学专业英语 课件 09 National Image

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National

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Concepts全球民调·国家形象·国家品牌·国家软实力通过文化、价值观和政策正当性等吸引力而非强制力影响他者，从而实现己方目标的能力，约瑟夫·奈提出Soft

Power国家在国内外公众心目中的总体认知与评价，具主观性、动态性、复杂性，反映外界对其综合感知National

Image借鉴企业品牌，旨在通过战略传播管理塑造独特、积极且一致的国家识别体系，以吸引旅游、投资和人才Nation

Brand跨越多个国家或文化体系，系统性地收集、比较和分析公众对政治、经济、社会及国际事务等重大议题的态度、意见和价值观Global

Poll形象通过民调测量与呈现品牌影响民调结果品牌战略塑造形象形象是品牌的认知基础形象是软实力的核心构成品牌资产转化为软实力WhatisNationalBranding?Anation’sbrandisnotalogo,aslogan,oratourismcampaign—itisthetotalsumofperceptionsthatpeoplearoundtheworldholdaboutthatcountry,formedbyeverythingitdoes,says,exports,andrepresents,whetherintentionallyornot.AsSimonAnholt,thescholarwhocoinedtheterm,putsit:“Acountry’sbrandisnotwhatyousayitis.Itiswhattheworldsaysitis.”Thismeansnationbrandingisnotaboutadvertisingbutaboutbehavior—whatacountrydoesmattersfarmorethanwhatitsays.Moreover,everycountryhasabrandwhetheritchoosestoornot;therealquestioniswhethertomanageitconsciously.Thatbrandisbuiltonsixdimensions:exports,governance,culture,people,tourism,andimmigration,whichtogethershapehowtheworldseesyou.CountriesadoptcorporatebrandingstrategiesNationBrandingappliesmarketingtechniquestoprojectacountry’suniqueidentity,culture,andstrengthsglobally.Itinfluences：TourismForeigninvestmentTradeTalentattractionDiplomaticinfluenceSomewhereinthemiddlearecountrieslikeChina,India,Russia,BritainandFrance.Everyonehasheardofthem,buteventheseperceptionsaredominatedbycaricature–spiritualIndia,efficientGermany,traditionalBritain,passionateSpainandsoon.Thiscanholdthemback.Infact,itisthesewellknownbutoftenmisunderstoodcountrieswhichhaveledthewaywithnationalbrandingprojects,eventhoughitisthelesserknowncountriesthatmightneedthemmost.—WallyOlinsWallyOlins,TradingIdentities:WhyCountriesandCompaniesAreTakingonEachOthers’Roles.London:TheForeignPolicyCentre,1999.HowDoesNationBrandingWork?Anholt-IpsosNationBrandsIndex(NBI)—SixDimensionsExportsProductreputation,innovationGovernanceGovernmentcompetence,fairness,globalcontributionCultureHeritage,arts,modernculturaloutputPeopleFriendliness,professionalism,opennessTourismNatural/culturalattractions,safety,hospitalityImmigration&InvestmentOpenness,businessenvironmentSwitzerland—ThePowerofBrandClustersconsistentlyranksamongthetopnationsinglobalbrandindexesCoreBrandPromisePrecision,quality,reliability,neutralityKeyBrandDimensionsExports,governance,culture,people,tourism,IconicBrandsRolex,PatekPhilippe,Victorinox,Nestlé,Lindt,SwissRe,UBS,Novartis,RocheLesson:AstrongnationbrandisthesumofmanyexcellentproductbrandsHowSwitzerlandBuiltItsBrandMultipleWorld-ClassBrandsSwitzerlanddoesnotrelyononeproduct.Instead,aconstellationofgloballeaderscreatesapowerfulhaloeffect.Eachbrandreinforcesthenationalimageofprecisionandtrustworthiness.TourismasaBrandAmbassadorTheimageoftheSwissAlps—snow-cappedmountains,crystal-clearlakes—hasbecomesynonymouswithnaturalbeautyandqualityliving.Thisvisualidentitycomplementstheindustrialandfinancialbranddimensions.ConsistencyAcrossSectorsThe“SwissMade”labelislegallyprotectedandcarriespremiumvalue.Itsignalsnotjustorigin,butacommitmenttoqualitythatspansindustriesfromwatchestofoodtomachinery.Germany—the“MadeinGermany”LegacythemostsuccessfulindustrialbrandintheworldCoreBrandPromiseEngineeringexcellence,reliability,innovationKeyCampaign“LandofIdeas”(initiative)BrandAmbassadorsMercedes-Benz,BMW,Audi,Siemens,Bosch,VolkswagenSupportingStructureThe

Mittelstand

(smallandmediumenterprisesthatareworldleadersintheirniches)Lesson:Industrialstrengthandinnovationcanbethefoundationofapowerfulnationbrand.HowGermanyBuiltItsBrandFromWarningLabeltoPride“MadeinGermany”wasintroducedin1887asaBritishwarningagainstcheapimports,butwasembracedbyGermanmanufacturersandturnedintoamarkofquality.TheMittelstandEffectBuiltonthousandsofsmallandmedium-sized“hiddenchampions”.Createsresilience&authenticity.DiversityasStrengthModernbrandingemphasizesinclusion.Successcomesfrompeopleofallbackgrounds.InfrastructureSupportBackedbyresearchinstitutions,tradeorganizations,andworld-leadingtradefairs.Reinforcesindustrialidentityandcredibility.Japan—“CoolJapan”andCulturalSoftPowerFromapostwarindustrialmiracletoaculturalsuperpower.Lesson:culturalsoftpowercanbeapotentnationbrandingtool.CoreBrandPromiseInnovation,craftsmanship,popculture,traditionKeyInitiative“CoolJapan”(launched2013,rebooted2024)BrandAmbassadorsAnime,manga,HelloKitty,Pokémon,StudioGhibli,Shiseido,SonyStrategicMomentPMAbedressedasSuperMarioat2016RioOlympicsclosingceremonyHowJapanBuiltItsBrandOrganicPopularCulturewonglobalfansontheirown.Governmentlatersteppedintoamplifythissuccess.CoolJapanInitiative(2013)isformalgovernmentsupportforculturalexports,aimingtoturnculturalappealintoeconomicanddiplomaticpower.StrategicCulturalDiplomacyin2016RioOlympics:PMAbedressedasSuperMariotoshowcaseJapan’ssoftpower.TheReboot(2024)aimstoturnculturaladmirationintogeopoliticaladvantage“sothatthepeoplewhomakepoliticalandeconomicdecisionsandhaveinfluence…willalsobecomeJapanfans”.ChallengesincountrieswithhistoricaltensionsfromWWII.SouthKorea—The“K-Brand”Phenomenononeofthemostdramaticnationbrandingstoriesofthe21stcenturyLesson:strategicsupportforculturalindustriescantransformanation’simage.CoreBrandPromiseCreative,innovative,trendy,technologicallyadvancedKeyInitiatives“DynamicKorea”(2001)–Emphasizedenergyandvitality“Korea,Sparkling”(2007)–Focusedontourism“Korea,be!nspired”(2010)–Linkedtraditionwithinnovation“ImagineyourKorea”(2014)–InvitedpersonalconnectionBrandAmbassadorsK-pop(BTS,BLACKPINK),K-dramas,Samsung,LG,beautyproducts,fashionHowSouthKoreaBuiltItsBrandCulturalExportsasBrandDriversStrategicgovernmentsupportfromthestart—IT,music,film,fashion,beautyasmeasurableexportsTheHallyuEffectK-pop(BTS,BLACKPINK)andK-dramas(SquidGame)driveglobaldemandforKoreanproductsMultipleBrandingCampaignsVariousnationalslogansovertimeBrandNationalismNationalidentityasamarketingtool,creatingapowerfulfeedbackloopwhereglobalinterestinKoreanculturedrivesdemandforKoreanproducts,whichinturnreinforcestheK-Brand.ChallengesStillovershadowedbyJapan/ChinainWesternmarkets;sometimesseenasWesternculturerepackagedUnitedKingdom—“CoolBritannia”andBeyondoneofthemostfamous—andmostcritiqued—nationbrandingcampaignsinhistoryLesson:Anationbrandmustreflectthefullrangeofanation’sstrengths,notjustitsmostglamorousonesCoreBrandPromiseCreative,modern,culturalpowerhouse,innovativeKeyCampaign“CoolBritannia”(mid-1990s)BrandAmbassadorsBritpop(Oasis,Blur),fashion,art,creativeindustriesGapManufacturing,technology,andindustrywerelargelyleftoutHowBritainBuiltItsBrandTheCoolBritanniaMoment(1996-1998)Asayouthful,creativehubfueledbyBritpop,theSpiceGirls,andaredesignedUnionJack.TheCritiquesEmphasizingmusicandfashionwhileignoringmanufacturingandtechnology—keydriversofeconomicgrowth.Perceptionvs.RealityDespitebeingagloballeaderininnovation,Britainwasbestknownabroadfor“nightclubs,”whilerivalsdominatedcars,electronics,andcomputing.NewApproach&InstitutionalEvolutionAproposedshifttargetedtheinternationalbusinesscommunity,promotingBritain’scommercialstrengthsandinnovationrecord;coordinatingbodieslikethePanel2000inquiryandtheBritainAbroadTaskForce.Peru:FromGastronomytoGlobalBrandPeru’sNationBrand:“MarcaPerú”NameCardPeruviancuisine;chefGastónAcurio;Centralrestaurant(World’sBest2023)BrandAnchorGastronomy—world-classculinarydestinationResultTourismboom;PeruvianfoodbecameglobalphenomenonLesson:find

onestrongnamecard

andbuildyourbrandaroundit;officialce