Country branding is a new phenomenon that involves the building and maintenance of a strong country image. "It refers to a consistent and all-embracing national brand strategy which determines the most realistic, most competitive and most compelling strategic vision for the country, and ensures that this vision is supported, reinforced and enriched by every act of communication between the country and the rest of the world." （Yin Fan 2005） Like corporations, countries must define and streamline ... 

【文章來源】：南京理工大學(xué)江蘇省 211工程院校

【文章頁數(shù)】：76 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
INTRODUCTION
1 COUNTRY BRANDING:WHAT IS IT?
    1.1 COUNTRY EQUITY
    1.2 ORIGINS OF COUNTRY BRANDING AND ITS CORRESPONDING SCHOOLS OF THOUGHT
    1.3 CRITICS OF NATION BRANDING
2 GHANA-THE NATION
    2.1 MEASURINGANATION'S PRESENT BRAND IMAGE
    2.2 GHANA'S BRAND IMAGE
        2.2.1 People
        2.2.2 Culture
        2.2.3 Government
        2.2.4 Export
        2.2.5 Tourism
        2.2.6 Investment
        2.2.7 Immigration
    2.3 GHANA'S IMAGE ABROAD:A PERSONAL EXPERIENCE
3 TOURISM IN GHANA:IDENTIFYING PROBLEM AREAS
    3.1 THE TRAVEL AND TOURISM COMPETITIVE INDEX
    3.2 ASSESSING THE FACTS:TAKING A HARD LOOK AT PROBLEM AREAS
        3.2.1 Health and hygiene（score 2.1）
        3.2.2 Air transport infrastructure（score of 2.5）
        3.2.3 Ground transport infrastructure（score of 2.9）
        3.2.4 Tourism infrastructure（score of 1.9）
        3.2.5 HIV/AIDS
    3.3 INTERPRET WITH CAUTION
    3.4 POLICYMAKING AFTER AN IMAGE ANALYSIS
4 BRANDING GHANA:OUR COMPETITIVE ADVANTAGES ANDEXPLORING NEW FRONTIERS
    4.1 THE GOVERNMENT'S COUNTRY BRANDING INITIATIVE
    4.2 BRANDING GHANA:THE VISION,THE GOAL
    4.3 OUR COMPETITIVE ADVANTAGE
        4.3.1 Democracy and political stability
        4.3.2 Destination for Homeland Pilgrimage
        4.3.3 Ecotourism
    4.4 NEW VENTURES TO EXPLORE FOR COUNTRY BRANDING
        4.4.1 Sports
        4.4.2 Hosting of events
        4.4.3 Movies
5 BRANDING GHANA TO LOCALS AND THE OUTSIDE WORLD
    5.1 BOOSTING INTERNAL TOURISM
    5.2 BRANDING GHANA TO THE OUTSIDE WORLD
        5.2.1 Promoting positive media representation or news coverage
        5.2.2 Country branding with the help of embassies
    5.3 HOW WOULD COUNTRY BRANDING CHANGE GHANA'S CURRENT STATUS?
    5.4 FUNDING FOR THE BRANDING GHANA PROJECT
CONCLUSION
ACKNOWLEDGEMENTS
BIBLIOGRAPHY



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