[ La marque, un concept applicable au pays ]
Volume 11, Issue 1, April 2015, Pages 6–14
Boubacar BASSE1
1 PhD in Management Science, Head of Economics Department Management, Assane Seck University of Ziguinchor - BP 1540 Ziguinchor, Senegal
Original language: French
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This article first proposes to present the foundations of the country brand through its image and identity components. Then it analyzes the country brand management model in three points: the identification of target groups, associations and positioning trails and finally the influence of the level of economic development on the management of the country brand.
The perception of a country as a brand is then dictated by a desire to better spread internationally in order to increase its attractiveness vis-a-vis those to whom he is interested: tourists, investors and particularly foreign direct investors, expatriates, students, residents, merchants, media, facilitators or relays (such as Tour Operators, airlines) ... To do so, it is important to measure the impact of the country on the behavior of these different audiences targets. These effects therefore vary from one country to another, given the differences in economic, socio-cultural and other factors. But for a country, it turns out that the picture varies over time, due to changes in industrialization, marketing strategies, changing lifestyles, etc. This means that the study of the image of the territories follows two logics based firstly on territorial imaging in relation to economic development, and also on the success of marketing strategies implemented.
Author Keywords: brand, Country, Image, identity, Public, Positioning.
Volume 11, Issue 1, April 2015, Pages 6–14
Boubacar BASSE1
1 PhD in Management Science, Head of Economics Department Management, Assane Seck University of Ziguinchor - BP 1540 Ziguinchor, Senegal
Original language: French
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This article first proposes to present the foundations of the country brand through its image and identity components. Then it analyzes the country brand management model in three points: the identification of target groups, associations and positioning trails and finally the influence of the level of economic development on the management of the country brand.
The perception of a country as a brand is then dictated by a desire to better spread internationally in order to increase its attractiveness vis-a-vis those to whom he is interested: tourists, investors and particularly foreign direct investors, expatriates, students, residents, merchants, media, facilitators or relays (such as Tour Operators, airlines) ... To do so, it is important to measure the impact of the country on the behavior of these different audiences targets. These effects therefore vary from one country to another, given the differences in economic, socio-cultural and other factors. But for a country, it turns out that the picture varies over time, due to changes in industrialization, marketing strategies, changing lifestyles, etc. This means that the study of the image of the territories follows two logics based firstly on territorial imaging in relation to economic development, and also on the success of marketing strategies implemented.
Author Keywords: brand, Country, Image, identity, Public, Positioning.
Abstract: (french)
Cet article se propose d'abord de présenter les fondements de la marque-pays à travers son image et ses composantes identitaires. Ensuite, il analyse le modèle de gestion de la marque-pays en trois points : l'identification des publics cibles, les associations et repérages de positionnement et enfin l'influence du niveau de développement économique sur la gestion de la marque-pays.
La perception d'un pays comme une marque est alors dictée par un désir de mieux rayonner sur le plan international afin d'accroître son pouvoir d'attraction vis-à-vis des différents publics auxquels il s'intéresse : touristes, investisseurs et en particulier les investisseurs étrangers directs, expatriés, étudiants, résidents, commerçants, media, facilitateurs ou relais (telles que les Tour Operateurs, les compagnies aériennes)…Pour se faire, il importe de mesurer les effets du pays sur le comportement de ces différents publics cibles. Ces effets varient donc d'un pays à un autre, compte tenu des différences au niveau économique, socioculturel, entre autres facteurs. Mais pour un même pays, il s'avère que l'image varie dans le temps, en raison des changements en matière d'industrialisation, de stratégies marketing, de l'évolution des modes de vie, etc. Cela revient à dire, que l'étude de l'image des territoires obéit à deux logiques fondées, d'une part sur l'image territoriale mise en relation avec le développement économique, et d'autre part sur le succès des stratégies marketing mises en œuvre.
Author Keywords: marque, pays, image, identité, publics, positionnement.
How to Cite this Article
Boubacar BASSE, “The brand, a concept applicable to the country,” International Journal of Innovation and Applied Studies, vol. 11, no. 1, pp. 6–14, April 2015.
