Beyond Nation Branding to Building Country Brands through Marketing Mix

Building strong brands in a modern marketing communications environment

To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

Building Brands

W marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms’ postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this potential. To achieve this aim we formulate a Bayesian dynamic linear model (DLM) of repeat purchase ...

Nation branding: A case study of Singapore

Nation - building

Nations stay together when citizens share enough values and preferences. Homogeneity amongst people can be built with education, teaching a common language to facilitate communication, but also by brute force such as prohibiting local cultures. Democracies and dictators have different incentives when it comes to choosing how much and by what means to homogenize the population. We study and we c...