Nation Branding and Marketing Strategies for Combatting Stereotypes and Negative Perceptions towards Countries

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Nearly every country and its people are associated with both positive and negative generalizations and stereotypes (Dinnie, 2015). As can be expected, these perceptions serve as a key mechanism to categorize
and deal with the enormous quantity of information that flows from a wide range of sources regarding all of the world’s countries. But how do marketers and national leaders react when these stereotypes constitute a
barrier to tourists, investors and international status? This issue is even more frustrating and challenging in cases where such officials feel that the negative perceptions of their destination—as “dangerous”, “primitive”, or “gray”, for example—has no connection to reality.
Original languageEnglish
Title of host publicationThe Inaugural #IPBA2016 Annual Conference of the International Place Branding Association
StatePublished - 2016

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