Nowadays, countries are trying to maintain and share their imitable identity by promoting their special features which consists of imperceptible and perceptible elements. Country branding incorporates this whole strategy as refers to a process in which a country holds a unique brand positioning in the minds of people, stakeholders, and potential customers. In recent years, the brand “Greece” has been negatively affected by various factors such as economic crisis, immigration, coronavirus & environmental crisis.
The present paper examines the elements that shape brand “Greece” (especially in tourism sector), if Greece needs a new strategic approach and whether new elements needed to be added or existing ones need to be modified.
Initially, a literature review is made on the nation branding, crises that affect Greece, Greece’s competitors, and its position on the world landscape and later on the importance of certain elements for positively influencing brand “Greece” and on international successful campaigns. The following is the rigorous methodology on which the work was based and the quantitative-qualitative analysis of the findings from the questionnaire and the interviews by executives in the tourism industry.
Finally, the dissertation will draw conclusion and provide recommendation, but also proposes a new Greek campaign called “Greece is the New Blue”.
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