Constitution of constructivist of positioning of national brands and its relationship with economic competitiveness

Document Type : Research

Authors

1 Assistant Professor, Department of Management and Entrepreneurship, Razi University, Kermanshah, Iran

2 Associate Professor of International Relations, Dept. of Political Sciences, Faculty of Social Sciences, Razi University, Kermanshah, Iran.

10.22126/ipes.2024.6827.1396

Abstract

National branding is responsible for reputation management on a global scale and it seeks to understand the global perception of the country's brand and create a reputation and credibility that is powerful and attractive and useful for economic, political and social purposes. This article discusses branding, positioning and improving the reputation or renaming of a country in a competitive environment with a focus on economic considerations. This research was conducted with a qualitative approach and in two documentary-field stages. The documentary stage was done with a systematic review approach and using the meta-composite method. At this stage, the results of selected researches related to the research topic in international reliable databases between 2000 and 2021 were analyzed based on seven qualitative stages. In addition, an integrated research model was presented. . In the continuation of the research, using the thematic analysis method, interviews were conducted with 7 university experts specializing in the field of research. In summary, the findings showed that national brands are competing in a competitive process in different dimensions (such as improving their image, increasing power and economic influence, etc.). This issue is processed in an interwoven process that combines the dimensions of marketing and public diplomacy, etc., but it can be argued that the output of this confrontation is re-injected into the cycle in a synergistic process. At the end, suggestions were made to strengthen the current image or, if necessary, modify or change the position of the country's national brand.

Keywords: positioning, positioning, national branding, competitiveness, political marketing.

Keywords

Main Subjects

References

منابع
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History

  • Receive Date: 18 August 2021
  • Revise Date: 14 October 2022
  • Accept Date: 15 October 2022

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