It is true that nations compete against each other for resources and alliances that could establish and enhance their competitive advantage and, as such, many concepts and practices of the business world are consciously applied to a national level. Among these concepts, one can find the term "branding", which refers to the management of the total experience customers have with a product or service through its points of differentiation from direct and indirect competitors. At a national level, this concept has evolved to become "nation branding" and attempts to embrace all aspects of a country that shape its reputation and image abroad, by communicating attributes that distinguish national identities from each other and affect perceptions of international audiences towards a country. The seminar will explore the linkage between nation branding and nation competitiveness and the implications for Greece.
Professor George J. Avlonitis is Professor of Marketing, Athens University of Economics and Business (AUEB) and Visiting Professor, University of Strathclyde, Scotland. He has served as Deputy Chairman of the Academic Council of AUEB (2012-2016), President of the European Marketing Academy (EMAC) for the biennium 2008-2010 and as Vice President from 1990 to 1993 and Chairman of the Global Sales Science Institute (GSSI) from 2010 to 2012.
Dr Spyros Economides is Hellenic Observatory Director and Associate Professor of International Relations and European Politics at the LSE.
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A podcast for this event can be downloades from Nation Branding and Nation Competitiveness: implications for Greece
A PDF copy of the slides presented during the seminar is available here