ARTYKUŁ PRZEGLĄDOWY
BUDOWANIE MARKI NARODOWEJ: CZYLI JAKIEJ? ISTOTNE TERMINOLOGIE ORAZ ICH MOŻLIWE INTERPRETACJE W PRZYPADKU KRAJÓW
 
Więcej
Ukryj
1
Budapest Metropolitan University, Faculty of Business, Communication and Tourism - Department of Tourism and Marketing, Hungary
AUTOR DO KORESPONDENCJI
Árpád Ferenc Papp-Váry   

Faculty of Business, Communication and Tourism - Department of Tourism and Marketing, Budapest Metropolitan University, Hungary, Nagy Lajos király útja 1-9., F311, 1162 Budapest, Hungary
 
Economic and Regional Studies 2018;11(4):7–26
SŁOWA KLUCZOWE
DZIEDZINY
STRESZCZENIE ARTYKUŁU
Przedmiot i cel pracy:: Badanie ma na celu usystematyzowanie koncepcji i terminów związanych z budowaniem marki (brandingiem) kraju, takich jak budowanie marki narodu, budowanie marki państwa, budowanie marki miejsca, budowanie marki destynacji, budowanie marki lokalizacji, budowanie marki terytorium i budowanie marki regionu, a także zbadanie podobieństw i różnic między tymi wyrażeniami. Materiały i metody:: Po pierwsze, praca systematyzuje literaturę przedmiotu. W niniejszym kontekście, opracowanie to analizuje także najważniejsze studia przypadków z poszczególnych krajów i tytuły, które mogą obejmować budowanie marki narodowej lub terminy pokrewne w różnych formach. Wyniki:: Na końcu pracy umieszczono tabelę zbiorczą, która podsumowuje terminologię zagadnienia, co jest nowatorskim podejściem do tematu. Praktyczne znaczenie pracy staje się oczywiste, jeśli organizacje biorące udział w rozwoju marek krajów rozważają wspomniane wcześniej założenia teoretyczne podczas opracowywania własnych strategii. Wnioski:: W wyniku systematyzacji, budowanie marki kraju będzie bardziej świadomie wykorzystywane w podrozdziałach materiałów strategicznych omawiających sposób zwiększenia konkurencyjności kraju.
 
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