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Drug Cartels and Apartheid: Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations

Stringari, Alessio LU and Luz Oliva, Karla Estefania LU (2014) BUSN39 20141
Department of Business Administration
Abstract
Nation branding is gaining increasing importance between both scholars and practitioners.
Although, research in this field seems to focus mainly on developed economies, developing countries are
affected by a “label effect” of being categorized as ‘developing’ which generates tacit social
stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and
human resources must deal with these stigmas. In this thesis we explore the effort of two developing
countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to
accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and
external audiences) and a lexical... (More)
Nation branding is gaining increasing importance between both scholars and practitioners.
Although, research in this field seems to focus mainly on developed economies, developing countries are
affected by a “label effect” of being categorized as ‘developing’ which generates tacit social
stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and
human resources must deal with these stigmas. In this thesis we explore the effort of two developing
countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to
accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and
external audiences) and a lexical semantic analysis of brand perceptions from an online community. (Less)
Please use this url to cite or link to this publication:
author
Stringari, Alessio LU and Luz Oliva, Karla Estefania LU
supervisor
organization
alternative title
Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Nation brand, nation branding, developing countries, semiotics, lexical semantic, critical theory.
language
English
id
4468597
date added to LUP
2014-06-25 15:59:04
date last changed
2014-06-25 15:59:04
@misc{4468597,
  abstract     = {{Nation branding is gaining increasing importance between both scholars and practitioners. 
Although, research in this field seems to focus mainly on developed economies, developing countries are 
affected by a “label effect” of being categorized as ‘developing’ which generates tacit social 
stigmatizations. Hence, their attempts to craft a desirable brand image to attract investment, tourism and 
human resources must deal with these stigmas. In this thesis we explore the effort of two developing 
countries, Mexico and South Africa, in crafting a desirable and compelling nation brand. In order to 
accomplish this purpose we employ a semiotic analysis of four video campaigns (targeted to internal and 
external audiences) and a lexical semantic analysis of brand perceptions from an online community.}},
  author       = {{Stringari, Alessio and Luz Oliva, Karla Estefania}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Drug Cartels and Apartheid: Critical Study of Nation Branding in Developing Countries Burdened by Stigmatizations}},
  year         = {{2014}},
}