| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 92 === With the development of globalization, countries with positive and good “country images” take more advantages when competing for tourists, products and investments in the world. Country images are attitudes that people have towards country’s people, organizations and institutions. Country images normally derive from history and environment events and will affect the evaluation of country’s products.
This research holds that “Country branding” can build up positive country images, improve negative images and increase consumers’ desire to cousume country’s products. Three cases are discussed in this research: product images and destination images of Taiwan and destination images of New Zealand. Literature review and interviews are the main research methods.
This research concludes that setting up a responsible organization, maintaining sufficient and stable fund and assigning a suitable leader are essential for the country branding strateies. Besides, when forming the country branding strategies, this research suggests that: 1) Differentiation is one of the most important concept. 2) Country branding should be based on country’s reality and features. 3) Country branding should deliver “integrated, consistent and sustainable” images to customers.
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