Managing Nation Branding- Overcoming Nation Branding Challenges in Developing Countries for Competitive Advantages-Evidence fro.pdf

1、The continued diminishing attractiveness of the brand Zimbabwe is threatening the sustainable economic development of the country.The study focused onidentifying underlying factors that are causing the brand to lose cred

2、ibility to the international community and suggest possible solutions to reversethe situation.The study was carried out based on Anholt?s Theory of Competitive Identity.The theory included such factors as exports,governa

3、nce，tourism,investment,culture and people as key enablers of building up a competitive national brand.It is only possible to create a reputable national brandif the processes of implementing the above factors are done in

4、 a coordinated,logical and integrative manner.
　　The concept of national branding states that state branding was a compulsory thing to do.All necessary stakeholders are supposed to actively participate either in a for

5、mal or informal way.
　　The research used a mixed method design that was useful to capture the best of both qualitative and quantitative approaches administered through questionnaires and interviews in gathering data.T

6、he study used both primaryand secondary data. Secondary data was gathered from academic articles and journals,Government of Zimbabwe reports，websites,published books and libraries.Primary data was also gathered from iden

7、tified sample respondents.A purposive sampling approach was used in order to capture the right respondents.
　　Data was analyzed using Statistical Package for Social Sciences (SPSS) software. Results showed that develo

8、ping countries,in particular Zimbabwe，needs to improve their national brands in order to actively compete in the global market.National brands for developing countries,Zimbabwe in particular,were weak and uncompetitive.T

9、he national branding implementation processes in Zimbabwe were not coordinated and effective.The also study revealed that a sound economy and stable political environment were the bases for a sound national brand.
　　T

10、he researcher recommended the need for policy consistence and clarity in the country.There was need for government to stick to conventional economic and scientific management tools,which will create confidence among loca

11、ls and foreigners，and enable long term planning by investors.Emotions fromwhatever source should not be part of policy formulation so that there is a clear direction of where the country is going.Furthermore,the research

12、er recommended that there was need to put more effort on export quality processes,enhancing culture works,boosting tourism business,encouraging citizens and locals living abroad to positive contribute in the building of

13、a positive country name and that the issue of country branding requires total government and all stakeholders necessary to be coordinated.
　　In view of the challenges mentioned in this study,the only way to create a v

14、ibrant and competitive national brand is to promote an appropriate political,economic and socio-religious environment.
　　The researcher had the impression that Zimbabwe and other developing countries had the potential