The topic of this thesis is Colombian nation branding. That is, this thesis is devoted to demonstrating how Colombia aims to design an attractive world-renowned country brand by exercising nation...Show moreThe topic of this thesis is Colombian nation branding. That is, this thesis is devoted to demonstrating how Colombia aims to design an attractive world-renowned country brand by exercising nation branding through both conventional and digital promotional campaigns. On the example of “The Answer is Colombia” campaign this thesis critically analyzes how Colombia attempts to create a desirable nation brand by embracing nation branding practices that would confront its prolonged weak and stigmatized nation image. For a thorough comprehension of the analyzed entities qualitative content analysis, based on a critical interpretation of the literature available on nation branding, is employed.Show less
