Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia

• Authors: Siiri Same , Maria Claudia Solarte-Vasquez
• Languages of publication: EN

Abstracts

EN

Gaining understanding about customers ’mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known countries compete with bigger and more popular tourist destinations. The article focuses on the effectiveness of Brand Estonia and claims that it is still a challenge, despite the existence of an ongoing strategy. It also favors the revision of the brand identity selection and the promotion of Estonian brand, and supports a customer-based approach for their assessment. Documentary and empirical evidence show that the image of Estonia among its most important target audiences in the field of tourism does not match the Estonian brand identity. The gap in-between was evidenced by the results and content analysis of 24 in-depth interviews made with a selected group of people well acquainted with the country as well as some branding experts. This article contributes to the existing case study literature with findings that also manifest opportunities to strengthen the country brand, if its formulation develops a realistic brand identity and its promotion is based on accurate, unique and appealing ideas. It proposes academic support to innovative or alternative concepts for the country branding, and comments on applications of this study to more specific fields and further research.

Keywords

EN

country branding; country image; destination; Estonia; experience; place marketing

• Publisher: Sciendo
• Journal: Baltic Journal of European Studies
• Year: 2014
• Volume: 4
• Issue: 1
• Pages: 137-165

Dates

published

2014-06-01

online

2014-05-17

Contributors

author

Siiri Same

• Tallinn University of Technology Akadeemia tee 3, Tallinn 12618, Estonia

author

Maria Claudia Solarte-Vasquez

• Tallinn University of Technology Akadeemia tee 3, Tallinn 12618, Estonia

References

• Aaker, D. A. (2002), Building Strong Brands. London: Simon & Schuster.
• Aganval, S. & Sikri, S. (1996). ‘Country image: consumer evaluation of product category extension.' International Marketing Review, vol. 13. no. 4. pp. 44-55. http://7dx.doi.org/10.110S/02651339610127239
• Andersson, M. (2007), ‘Region branding: The case of the Baltic Sea region,' Place Branding and Public Diplomacy, vol. 3. no. 2. pp. 120-130. http://dx.doi.org/10/105/7/palgrave.pb.600005/7
• Anholt, S. (2007), Competitive Identity’: The New Brand Management for Nations, Cities and Regions. Basingstoke: Palgrave Macmillan.
• Ashworth, G. & Kavaıatzis, M., eds. (2010), Towards Effective Place Brand Management: Branding European cities and regions. Cheltenham: Edward Elgar Publishing.
• Beerli, A. & Martin, J. D. (2004), ‘Factors influencing destination image.' Annals of Tourism Research, vol. 31. no. 3. pp. 657-681. http://dx.doi.org/10.1016/j.annals.2004.01.010[Crossref]
• Bellenger, D. N.; Bernhardt, K. L. & Goldstucker, J. L. (2011), Qualitative Research in Marketing, Decatur: Marketing Classics Press.
• Blain, C; Levy, S. E. & Ritchie, J. R. B. (2005). ‘Destination branding: insights and practices from destination management organizations,Journal of Travel Research, vol. 43. no. 4. pp. 328-338. http://7dx.doi.org/10.1177/0047287505274646[Crossref]
• Botterill. D. & Platenkamp, V. (2012), Key’ Concepts in Tourism Research, London: Sage.
• Braun, E. & Zenker, S. (2010), Towards an Integrated Approach for Place Brand Management. Paper presented at the 50* European Regional Science Association Congress. 19-23 August. Jönköping. Sweden.
• Brown, T. J.; Dacin, P. A.; Pratt, M. G. & Whetten, D. A. (2006). ‘Identity, intended image, construed image, and reputation: an interdisciplinary framework and suggested terminology.' Journal of the Academy of Marketing Science, vol. 34 no. 2. pp. 99-106. http://dx.doi.org/10.1177/0092070305284969[Crossref]
• Creswell, J. W. (2012), Oualitath'e Inquiry and Research Design: Choosing among five approaches, London: Sage.
• Cuba, L. & Hummon, D. M. (1993). ‘ Aplace to call home: Identification with dwelling, community, and region.' The Sociological Quarterly, vol. 34. no. 1. pp. 111-131. http://dx.doi.Org/10.llll/j.1533-8525.1993.tb00133.x
• Dinnie, K. (2008). Nation Branding: Concepts, issues, practice. Oxford: Buttenvorth Heinemann.
• Elliot, S.; Papadopoulos, N. & Szainosi, L. (2013), Studying place image: an interdisciplinary and holistic approach.' Anatolia: An International Journal of Tourism and Hospitality Research, vol. 24. no. 1. pp. 5-16. http://7dx.doi.org/10.1080/13032917.2013.800281[Crossref]
• Endzina, I. & Luneva. L. (2004). ‘Development of a national branding strategy: The case ofLatvia,’ Place Branding and Public Diplomacy, vol. 1. no. 1. pp. 94-105. http://dx.doi.org/10.1057/palgrave.pb.5990009[Crossref]
• Erm, T. & Arengu, M. M. (2003), Development of a National Brand: The case of the Estonian brand project. Working paper. Riga: Stockholm School of Economics in Riga.
• Fetscherin, M. (2010), The determinants and measurement of a country brand: the country brand strength index.' International Marketing Review, vol. 27, no. 4. pp. 466-479. http://dx.doi.org/10.1108/02651331011058617[Crossref]
• Folkes, V. S. (1988). ‘Recent attribution research in consumer behavior: A review and new directions.Journal of Consumer Research, vol. 14. no. 4. pp. 548-565. http://7dx.doi.org/10.1086/209135[Crossref]
• Garcia, J. A; Gomez, M. & Molina. A. (2012), ‘A destination-branding model: An empirical analysis based on stakeholders.' Tourism Management, vol. 33, no. 3, pp. 646-661. http://dx.doi.org/10.1016/j.tourman.2011.07.006[Crossref]
• Gertner, D. (2011). ‘Unfolding and configuring two decades of research and publications on place marketing and place branding/ Place Branding and Public Diplomacy, vol. 7. no. 2. pp. 91-106. http://dx.doi.Org/10.1057/pb.2011.7[Crossref]
• Gilmore, F. (2002), ‘A country-can it be repositioned? Spain - the success story of country branding.' The Journal of Brand Management, vol. 9. no. 4/5, pp. 281-293. http://dx.doi.org/10.1057/palgrave.bm.2540078[Crossref]
• Govers, R. & Go, F. (2009), Place Branding: Virtual and Physical Identities, Glocal, Imagined and Experienced, Basingstoke: Palgrave Macmillan.
• Hall, D. (1999). ‘Destination branding, niche marketing and national image projection in Central and Eastern Europe.’ Journal of Vacation Marketing, vol. 5, no. 3, pp. 227-237.
• -(2002), Brand development, tourism and national identity: the re-imaging of former Yugoslavia.' Journal of Brand Management, vol. 9. nos. 4/5, pp. 323-334. http://dx.doi.org/10.1057/palgrave.bm.2540081[Crossref]
• Hankinson, G. (2009), ‘Managing destination brands: establishing a theoretical foundation.’ Journal of Marketing Management, vol. 25. nos. 1-2, pp. 97-115.[Crossref]
• Hsieh, H. F. & Shannon, S. E. (2005), ‘Three approaches to qualitative content analysis.' Qualitative Health Research, vol. 15. no. 9. pp. 1277-1288. http://dx.doi.org/10.1177/1049732305276687[Crossref]
• Hudson, S. & Ritchie, J. R. (2009). "Branding a Memorable Destination Experience. The Case of ‘Brand Canada’,” International Journal of Tourism Research, vol. 11. no. 2. pp. 217-228. http://dx.doi.org/10.1002/jtr.720[Crossref]
• Kapferer, J. N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5* edition. London: Kogan Page.
• Kamakura, W. A. & Russell, G. J. (1993), ‘Measuring brand value with scanner data,’ International Journal of Research in Marketing, vol. 10. no. 1, pp. 9-22. http://dx.doi.org/10.1016/0167-8116(93)90030-3[Crossref]
• Kavaratzis, M. & Hatch. M. J. (2013), The dynamics of place brands: An identity- based approach to place branding theory.' Marketing Theory, vol. 13, no. 1, pp. 69-86. http://dx.doi.org/10.1177/1470593112467268[Crossref]
• Keillor, B. D. & Hult, G. T. M. (1999). ‘A five-country study of national identity: implications for international marketing research and practice/ International Marketing Review. vol. 16. no. 1. pp. 65-84. http://dx.doi.org/10.110/SO2651339910257656
• Keller, K. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd edition. New Jersey: Prentice Hall.
• Kleppe, I. A. & Mossbeıg, L. (2005), ‘Country Image: A Reflection of the Significance of the Other. Advances in Consumer Research, vol. 32, no. 1. pp. 295-301.
• Kotler, P. & Geı tner, D. (2002), ‘Country as brand, product, and beyond: a place marketing and brand management perspective,’ Journal of Brand Management, vol. 9. no. 4/5, pp. 249-261. http://dx.doi.org/10.1057/palgrave.bm.2540076[Crossref]
• Mayring, P. (2000). Qualitative Content Analysis,’ Forum: Qualitative Social Research, vol. 1. no. 2 (June). Retrieved from http://www.qualitative-research.net/index.php/fqs/article/view.1089/2385 [accessed 01 Mar 2011]
• Moilanen, T. & Rainisto, S. K. (2009), How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding, Basingstoke: Palgrave Macmillan.
• Morgan, N.; Pritchard, A. & Piggott, R. (2002), ‘New Zealand. 100% pure. The creation of a powerful niche destination brand,’ Journal of Brand Management, vol. 9. no. 4/5, pp. 335-354. http://dx.doi.org/10.1057/palgrave.bm.2540082[Crossref]
• Morgan, N.; Pritchard, A. & Pride, R. (2002), Destination branding - Creating the unique destination proposition. Oxford: Buttenvorth-Heinemann.
• Morrison, A. M. (2013), Marketing and Managing Tourism Destinations, New York: Routledge.
• Myers, J. H. & Alpert, M. I. (1968), ‘Determinant buying attitudes: meaning and measurement.' Die Journal of Marketing, vol. 32, no. 4. pp. 13-20.[Crossref]
• Nebenzahl, I. D. & Jaffe, E. D. (1996). ‘Measuring the joint effect of brand and country image in consumer evaluation of global products,’ International Marketing Review, vol. 13. no. 4. pp. 5-22. http://dx.doi.org/10.1108./02651339610127220
• Nicoletta, R. & Servidio, R. (2012), “Tourists’ opinions and their selection of tourism destination images: An affective and motivational evaluation,” Tourism Management Perspectives, vol. 4. pp. 19-27. http://dx.doi.org/10.1016/j-tmp.2012.04.004[Crossref]
• Nikolova, M. S. & Hassan S. S. (2013), ‘Nation branding effects on retrospective global evaluation of past travel experience's.' Journal of Business Research, vol. 66, no. 6, pp. 752-758. http://dx.doi.org/10.1016/j.jbusres.2011.09.014[Crossref]
• Papadopoulos, N. & Heslop, L. A. (2002), ‘Country equity and country branding: problems and prospects,' Journal of Brand Management, vol. 9. no. 4/5, pp. 294-314. http://dx.doi.org/10.1057/palgrave.bm.2540079[Crossref]
• Patton, M. Q. (2002), Qualitative Research and Evaluation Methods, 3rd edition. Thousand Oaks: Sage.
• Pike, S. (2002), Destination image analysis: a review of 142 papers from 1973-2000.' Tourism Management, vol. 23. no. 5. pp. 541-549. http://7dx.doi.org/10.1016/$0261-5177(02)00005-5
• -(2004), Destination Marketing Organisations. Oxford: Elsevier.
• -(2007), Destination image literature: 2001-2007. Acta Turistica, vol. 19, no. 2, pp. 107-125.
• -(2012), ‘Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis.' Tourism Management, vol. 33. no. l.pp. 100-107. http://7dx.doi.org/10.1016/j.tourman.2011.02.008 [Crossref]
• Pike, S. & Page, S. J. (2014), ‘Destination Marketing Organizations and destination marketing: A narrative analysis of the literature.' Tourism Management, vol. 41. pp. 202-227. http://dx.doi.org/10.1016/j.tourman.2013.09.009[Crossref]
• Roth, M. S. & Romeo, J. B. (1992), ‘Matching product category and country image perceptions: a framework for managing country-of-origin effects.' Journal of International Business Studies, vol. 23. no. 3. pp. 477-497. http://dx.doi.org/10.1057/palgrave.jibs.8490276[Crossref]
• Same, S. (2012), ‘Country Branding and Experience Marketing: A Perspective on Sensemaking and Cognition Theories,' Journal of International Scientific Publications'. Economy & Business, vol. 6. no. 3. pp. 286-303.
• Stokols, D. (1995), The paradox of environmental psychology.' American Psychologist, vol. 50. no. 10. pp. 821-837. http://dx.doi.org/10.1037.0003-066X.50.10.821
• Szondi, G. (2007), ‘The role and challenges of country branding in transition countries: the Central and Eastern European experience.' Journal of Place Branding and Public Diplomacy, vol. 3. pp. 8-20. http://dx.doi.org/10.1057/palgrave.pb.6000044[Crossref]
• Therkelsen, A. (2003), ‘Imaging Places: Image Formation of Tourists and Its Consequences for Destination Promotion.' Scandinavian Journal of Hospitality and Tourism, vol. 3.no. 2.pp. 134-150. http://dx.doi.org/10.1080/15022250310003105[Crossref]
• Välisministeeriumi aastaraamat (2010). The story of creating Brand Estonia.' Estonian Ministry of Foreign Affairs Yearbook. Tallinn: Estonian Ministry of Foreign Affairs.
• Warnaby, G. & Medway, D. (2013). "What about the place' in place marketing?" Marketing Theory, vol. 13. no. 3. pp. 345-363. http://dx.doi.org/10.1177/1470593113492992[Crossref]
• Wetzel, F. (2006), ‘Brand England.’ Place Branding, vol. 2. no. 2. pp. 144-154. http://dx.doi.org/10.1057/palgrave.pb.5990052[Crossref]
• Yin, R. K. (2009), Case Study Research: Design and Methods, 4th edition. Thousand Oaks & London: Sage.

Identifiers

DOI

10.2478/bjes-2014-0008