The tourist market is getting broader, changing and becoming more competitive. Understandably, nations and cities are constantly battling for their share of the huge tourism revenues to sustain the viability of attractions that bring in tourists and travelers – whether they are pristine beaches, ancient monuments, or natural wonders. To attract more tourists, destinations strive to outdo one another in trying to be different through destination branding.
Companies carefully nurture their brand names because they know it affects business: A good name can bring in higher returns. Is it time for countries to cultivate their own brands? In this opinion piece, Wharton marketing professor David Reibstein explains that nations should pay attention to how they are perceived by others.
Madison Avenue has helped the U.S. government fight everything from wartime foes to teen smoking. But now that Washington is locked in conflict with ISIS, a deadly enemy with sophisticated propaganda skills, adland seems very far from the front. Where are the country's best communications professionals during the propaganda battle of our time?
The Prime Minister’s Office has recently issued a tender for setting up a new Internet site for “government news.” Observers and officials said the new site is intended mainly for public diplomacy and marketing. Sources familiar with the details said the site will have “considerable power to serve for PR purposes.”
CPD is looking to hire an experienced USC student intern to assist with our public relations and marketing. Responsibilities include:
Unlike sex, despotism doesn’t usually sell. That doesn’t stop some marketers from trying. Entrepreneurs around the world are profiting from businesses and products named after blood-stained dictators. Goods that invoke Hitler, for example, are popular in India, where, it seems, some businesses think the pull of his charisma outweighs the negative connotation of his crimes. A Mumbai restaurant was recently forced to rename its Hitler’s Cross pizza after outrage from Jewish groups.
Social responsibility is no longer just an option for businesses, brands are learning. From TOMS shoes which fund the giving of shoes for people in need, to Warby Parker, which provides glasses to people in need for every pair sold, buying where your buck goes further (globally) is appealing. charity: water is a little different, as it is a proper non-profit, rather than a charity-driven business.
Before one can attempt an exercise in branding, one has to understand what it is, how it originated and what core principles are at work to ensure success. Once this has been established, we will see how these principles can transform the Bangladeshi economy.