Managing Nation Branding: Overcoming Nation Branding Challenges in Developing Countries for Competitive Advantages-Evidence from Zimbabwe

摘要

The continued diminishing attractiveness of the brand Zimbabwe is threatening the sustainable economic development of the country.The study focused onidentifying underlying factors that are causing the brand to lose credibility to the international community and suggest possible solutions to reversethe situation.The study was carried out based on Anholt?s Theory of Competitive Identity.The theory included such factors as exports,governance，tourism,investment,culture and people as key enablers of building up a competitive national brand.It is only possible to create a reputable national brandif the processes of implementing the above factors are done in a coordinated,logical and integrative manner.　　The concept of national branding states that state branding was a compulsory thing to do.All necessary stakeholders are supposed to actively participate either in a formal or informal way.　　The research used a mixed method design that was useful to capture the best of both qualitative and quantitative approaches administered through questionnaires and interviews in gathering data.The study used both primaryand secondary data. Secondary data was gathered from academic articles and journals,Government of Zimbabwe reports，websites,published books and libraries.Primary data was also gathered from identified sample respondents.A purposive sampling approach was used in order to capture the right respondents.　　Data was analyzed using Statistical Package for Social Sciences (SPSS) software. Results showed that developing countries,in particular Zimbabwe，needs to improve their national brands in order to actively compete in the global market.National brands for developing countries,Zimbabwe in particular,were weak and uncompetitive.The national branding implementation processes in Zimbabwe were not coordinated and effective.The also study revealed that a sound economy and stable political environment were the bases for a sound national brand.　　The researcher recommended the need for policy consistence and clarity in the country.There was need for government to stick to conventional economic and scientific management tools,which will create confidence among locals and foreigners，and enable long term planning by investors.Emotions fromwhatever source should not be part of policy formulation so that there is a clear direction of where the country is going.Furthermore,the researcher recommended that there was need to put more effort on export quality processes,enhancing culture works,boosting tourism business,encouraging citizens and locals living abroad to positive contribute in the building of a positive country name and that the issue of country branding requires total government and all stakeholders necessary to be coordinated.　　In view of the challenges mentioned in this study,the only way to create a vibrant and competitive national brand is to promote an appropriate political,economic and socio-religious environment.　　The researcher had the impression that Zimbabwe and other developing countries had the potential to achieve reputable national brands if they are committed and do the right things at the right time.

目录

声明

致谢

DEDICATION

CHAPTER 1 INTRODUCTION AND BACKGROUND

1.0 Introduction

1.1 Background of the Study

1.2 Research Problem

1.3 Research Aim

1.4 Objectives

1.5 Research Questions

1.6 Significance of the Study

1.7 Hypothesis

1.8 Purpose of Study

1.9 Justification of the Study

1.10 Why the Study of Nation Branding?

1.11 Why Zimbabwe?

1.12 Delimitation of the Study

1.13 Methodology

1.14 Managerial and Theoretical Contribution

1.15 Limitations of the Study

1.16 Report Structure

1.17 Conclusion

CHAPTER 2 LITERATURE REVIEW

2.0 Introduction

2.1 Significance of Literature Review

2.2 Product Brand and Branding

2.3 Nation Branding

2.4 The Hexagon of Competitive Identity

2.5 Common Branding Problems Affecting Developing Countries Competitive Identity

2.6 Dimensions of the Theory of Competitive Identity Exports

2.7 Zimbabwe Product and Export Challenges

2.8 Conclusion

3.1 Research Design

3.2 Research Strategy

3.3 Data Collection Procedure

3.4 Sampling Approach

3.5 Data Sources

3.6 Validation Instruments86

3.7 Ethical Considerations

3.8 Data Presentation and Analysis

3.9 Conclusion

4.1:General response rate

4.2 Demographic Profile of the Respondents

4.3 Respondents’ Perceptions on the Brand Name Zimbabwe

4.4 Major Participants in the Branding of Zimbabwe

4.5 Analysis of Various Factors that may affect National Branding

4.6 Conclusion

5.1. Objectives Revisited

5.2 Conclusion

5.3 Recommendations

5.4 Limitations of the Research and Way Forward

5.5 Overall Research Remarks

参考文献

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