Nation Branding - Austria as a Brand

Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, Vienna University of Economics and Business (Institute for English Business Communication), course: Wirtschaftskommunikation Englisch, language: English, abstract: Branding products and services is a common and well-known marketing tool, but is it also possible to brand a country? The following paper will discuss the question mentioned above in more detail. At first, general aspects of the branding-process are presented, followed by a detailed analysis of the possibility and the process of nation branding. In the last part, the current image of Austria is presented.