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Nation Branding. Ein kommunikatives Phänomen und seine Bedeutung

Nation Branding. Ein kommunikatives Phänomen und seine Bedeutung

          
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About the Book

Magisterarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,5, Universität Leipzig (Institut für Kommunikations- und Medienwissenschaft), Sprache: Deutsch, Abstract: Sommer 2006 in Deutschland: Fußball, Fans und Feierstimmung - und: eine Idee. Viele Ideen sogar, denn Deutschland präsentiert sich nicht nur den angereisten Fans und Sportlern, sondern auch wirtschaftlichen und politischen Partnern in der ganzen Welt als ein "Land der Ideen". Nach eigener Aussage des für die Kampagne verantwortlich zeichnenden "FC Deutschland" wurde dabei zum ersten Mal ein umfassendes Kommunikationskonzept erstellt, mit dem das Land unterschiedlichsten Zielgruppen in einem konsistenten Auftritt dargestellt werden sollte. Die Bilanz des Projekts nach Ende des WM-Trubels: ein Erfolg. Jürgen R. Thumann, Vorsitzender des Beirats der FC Deutschland GmbH, freute sich Ende September 2006 darüber, "eine erfolgreiche Marke kreiert" zu haben. Fünf Jahre zuvor, September 2001, auf der anderen Seite des Atlantiks: die Anschläge auf das New Yorker World Trade Center kosten hunderte Menschen das Leben und schockieren die Welt. Eine kommunikationspolitische Reaktion der US-amerikanischen Regierung darauf: die Rekrutierung von Charlotte Beers als "Under Secretary of State for Public Diplomacy and Pulic Affairs" im Oktober 2001. Die Werbeexpertin, die zuvor führende Positionen in Agenturen wie J. Walter Thompson und Ogilvy & Mather innehatte, soll eine Neupositionierung der "Marke USA" erreichen. Ihre Aufgabe: "rebrand and 'sell' Uncle Sam to a hostile Muslim world". Zwei Länder, zwei sehr unterschiedliche Situationen, aber ein Ziel: eine Marke zu schaffen. "Nation Branding" heißt das im anglophonen Marketing-Jargon. Seit einigen Jahren wird dieses Phänomen vor allem in Zeitschriften der Fachrichtung Marketing beschrieben und diskutiert; Kommunikationsagenturen und "Werbegurus" entwickeln Konzepte und Kampagnen für einzel


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Product Details
  • ISBN-13: 9783656682721
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 148
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3656682720
  • Publisher Date: 03 Jul 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 204 gr


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