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Country branding

A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

Catalogue: Congress 2018
Authors: Laura Catalina Gómez, Pedro Fernández
September 23, 2018

Research papers

The challenge of getting insights for a country brand

ProColombia, the Colombian International Promotion Organisation and the manager of the country's brand, faces the challenge of creating a meaningful and deep campaign with powerful calls to action that invite target audience to discover the "New...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Pedro Fernández, Laura Catalina Gómez
March 14, 2018

Research papers

Italy's image and potential

This paper illustrates the main findings of a multi-country study carried out by Market Dynamics International between May and September 1999 on behalf of RAI International, the content provider for the international market (via cable and satellite)...

Catalogue: Ethnic Marketing 2000
Authors: Clara Origlia, Loredana Cornero
Company: Market Dynamics International srl
July 1, 2000

Research papers

Countries as brands

It could be argued that the most significant development in recent years has been the growth of world trade. The benefits which have accrued to those countries who have participated actively in the phenomenal rise of world trade may also be seen to...

Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: John Fanning
September 1, 1990

Research papers

Strategic implications of product and country images

As international trade grows and consumer are faced with an increasing proliferation of foreign brands in their domestic markets, they increasingly use country of origin cues as an aid in evaluating products. At the same time, producers needing to...

Catalogue: ESOMAR Congress 1988
Authors: Nicolas Papadopoulos, Judith Marshall, Louise A. Heslop
September 1, 1988

Research papers

Rebuilding the shattered image of a tourist destination through effective market research and public relations

The research proved that a proportion of tourists, mainly in the German market who had never been to Cyprus, considered the island unsafe mainly because of its proximity to the Middle East and the existing situation with the Turkish army on the...

Catalogue: Seminar 1988: Travel And Tourism Research
Author: A. Andronicou
May 4, 1988

Research papers

The effects of violence on the tourism potential of Northern Ireland as measured by market research

The 1969 saw the beginning of the civil disturbances which, as we all now know, were to escalate far beyond anything that could have been imagined back in those days of relative innocence. The small down- turn in visitors in that year coincided with...

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Authors: Ian G. Henderson, Cathal Mullaghan
June 15, 1983

Research papers

How others see us

This paper presents the results of a European study which examined the attitudes of the professional and managerial social classes in Belgium, France, Great Britain, The Netherlands and West Germany towards the image of countries and companies...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Robert M. Worcester
March 1, 1979

Research papers

European perceptions of competition and economic relationships between Japan, Europe and the USA

Gallup International was commissioned by Hakuhodo Inc., acting on behalf of the Japanese Foreign Ministry, to conduct a survey on the Image of Japan in Europe today. Approximately 1000 people were interviewed by the Gallup affiliates in each of the...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: Gordon Heald
March 1, 1979