Page 37 - Azerbaijan State University of Economics

Sana Imran: Effects of nation branding on national identity of Azerbaijan

influences on programming [Barker, Chris 1997]. Notwithstanding all above, brands
are essentially meant to represent the nation‘s distinct and unique values among
diverse international publics like investors, tourists, migrants, workers, scholars, arts
and sports franchises.
Understanding National Image. “National image or country image has been
an important subject discussed in a variety of communication disciplines.‖ [Luther,
C.A, ―2002, 57–85]. Sometimes a country‘s name adds credence to the value of the
product. Economic turnaround of Japan is a brilliant success story of modern times.
There was a time when ―Made in Japan‖ carried a negative connotation for most of
the consumers as most Western countries considered Japanese products to be cheap,
worthless and second rate commodities. However, with the turn of tide, Japanese
products are labeled as a consequence of most up-to-date technology, highest
quality, style prowess and competitive pricing. ―Images of countries only ever
change for two reasons: either because the country changes or because it does
something to its people.‖[Anholt, Simon, Competitive Identity, (2007) 10.].
Similarly, it is also not advisable to spend efforts and money just to venture opinions
as to which nation‘s brand image is ruling or stronger in the market. Index like
National Brands Index: a financial valuation of thirty two nation brands [Ibid] is an
endeavor to evaluate the relative strength of national brands.
It is therefore, established that the countries which have developed strong and
recognized associations of trust, quality and integrity on the global front, the
manufacturers of such countries always enjoy the perks of being associated to those.
In the face of globalization, it surely gives them an added advantage. The advantage
is akin to a product being tagged to its parent brand. The increased trial that it
experiences just because of the parent brand name support puts it way ahead in
relation to a new product with no prior associations.
It is a matter of common observation that cola remains synonymous to USA,
pizza to Italy, perfumeries to France, wines to Georgia, skis from Slovenia, dairy
products from Australia and New Zealand and vodka from Russia. People might buy
Indian accountancy software, Pakistani fabric or Swiss watches but might not be
compelled to buy Pakistani wine, Turkish mobiles or Indian cars. ―Having said this,
it might not always be true because if there is anything more permanent or constant
in marketing, that is ‗change.‘ Attitudes can and do change very quickly [Ibid]‖
Consumer behavior predictions have more often proved to be more wrong than right.
The success of marketing efforts often occurs as a consequence of an obstinate and
resilient marketer, who does not rely solely on the findings of consumer research.
One needs to understand that nations have to continually strive for favorable

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