Thesis supervisor: Árpád Ferenc Papp-Váry
Location of studies (in Hungarian): Soporn Abbreviation of location of studies: SOE
Description of the research topic:
It has become almost natural that ”country brand councils” are created and operated all around the world, coordinating the strategic communications or at least marketing communications of a city. Politicians also talk about country branding and nation branding with increasing frequency, and these expressions also appear in the public press.
At the same time, we can see real development and good practice in very few countries, which can be caused by the lack of theoretical and scientific background. There is still a lot of ”white spots” such as:
- What kind of branding has the most to do with the branding of a country? Product branding? Service branding? The branding of a company? Or anything else?
- What brand models can be best applied, or developed for countries? See for example Simon Anholt’s nation brand hexagon (tourism, investment and immigration, exports, governance, culture and heritage, people), or five categories (morality, aesthetics, relevance, strength, sophistication).
- How can we measure the brand equity of each country?
- What good country branding practices exist in Europe and worldwide, and how can these be adapted?
- What is the connection between a country brand and the ’made-in’ (country of origin) of a product? How do they strengthen or weaken each other?
- What is country branding capable of, and what is it that we may not expect from it? What are the limits of country branding, and what kinds of critique can be expressed regarding it? Is it enough to coordinate communications, or does it involve much more?
The specificity of the topic is that each country brand is multidimensional, therefore it is also practical for students to approach the topic in a multidisciplinary way: geography, regional studies, tourism, sociology, history, psychology, linguistics, ethnography, and of course geopolitics are all involved.
Number of students who can be accepted: 1
Deadline for application: 2024-05-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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