The role and challenges of country branding in transition countries: The Central and Eastern European experience
The role and challenges of country branding in transition countries: The Central and Eastern European experience
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国家品牌在转型国家中的作用和挑战：中东欧的经验
DOI：
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发表时间：
2007
期刊：
影响因子：
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通讯作者：
G. Szondi
中科院分区：
文献类型：
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作者：
G. Szondi
发展连贯和全面的国家品牌对转型国家至关重要，因为品牌可以促进转型的成功。中东欧是一个典型的转型地区，国家品牌的演变也为其他转型地区提供了宝贵的见解和经验。本文概述了该地区地方品牌经营面临的主要挑战和存在的误区。在对中东欧背景下的地方品牌进行概念化之后，概述了转型国家中乡村品牌的最重要功能。本文以2004年加入欧盟的国家为研究对象，但也参考了其他处于政治和经济转型早期阶段的东欧国家。
Developing coherent and comprehensive country brands is of vital importance for transitional countries as branding can contribute to the success of transition. Central and Eastern Europe (CEE) is a typical transitional region where the evolution of country branding provides valuable insights and experiences for other transitional regions as well. This paper overviews the most important challenges as well as mistakes of place branding in the region. After conceptualising place branding in the CEE context, the most important functions of country brands in transitional countries are outlined. This paper concentrates on those countries that joined the European Union in 2004 although some references are made to other Eastern European nations, which are at earlier stages of their political and economic transition.