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Nation branding – the challenge of Kazakhstan as a destination brand in face of the Expo 2017 global event
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| 1.56 MB | Adobe PDF |
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Resumo(s)
EXPO 2017 is taking place in Astana, Kazakhstan -country with low international awareness. Current work project focuses on development of country brand as a destination, facing status of EXPO 2017 host. The country branding aims sending a message to the international stakeholders, and covers strategies of raise of awareness, brand identity and image. Recommendations given for a long-term brand construction, are rudiment for future research.
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Palavras-chave
Kazakhstan Country (nation) branding Expo 2017 Destination branding