Future Brand of Slovakia
Research Proposal & Literature Review
By
Maria Kohutova
Future Brand of Slovakia
An investigation of perception of Slovakia as a tourist destination in UK
Supervisor
Giles Forbes
Submission: 22. April 2010
* Research Proposal
Research topic
‘Future Brand of Slovakia - An investigation of perception of Slovakia as a tourist destination in UK’ is the name of research topic.
Reason for choice and aims
Nowadays the building of brand is a one of the most popular trends, included: branding of products, services, organizations and institutions, and the last trend – branding country. No one can deny that country of origin product matter.
In 2009, Slovakia first time took a turnout in research work of Future Brand Index and has been described as not very well developed brand. Slovakia’s brand is presented by the coloured butterfly with a statement ‘Slovakia - Little Big Country’.
Slovakia faces to very low awareness in the UK, even nicely designed logo and hard SACR job. To be a good and to create a logo therefore do not seen as the enough in the building an awareness, good reputation and finally a strong brand. This process includes much more elements that will be described and investigated in this dissertation.
To increase awareness in the UK should be an aim of Slovakia as a whole country. To select an appropriate mode of presenting ‘Little Big Country’ will be a significant decision. Whatever mode will be chosen, it will have to be supported with a plenty information, because when the media do not have enough information, they do not look at reputation proactively, they tend to creates an image in space that is filled with the typical and usual perception – generalization a past Communist picture.
One of the main elements that can support a positive awareness in the UK is the travel and tourism industry. In this area has Slovakia a big potential to satisfy a tourist needs in each year season and also there are next two big
By
Maria Kohutova
Future Brand of Slovakia
An investigation of perception of Slovakia as a tourist destination in UK
Supervisor
Giles Forbes
Submission: 22. April 2010
* Research Proposal
Research topic
‘Future Brand of Slovakia - An investigation of perception of Slovakia as a tourist destination in UK’ is the name of research topic.
Reason for choice and aims
Nowadays the building of brand is a one of the most popular trends, included: branding of products, services, organizations and institutions, and the last trend – branding country. No one can deny that country of origin product matter.
In 2009, Slovakia first time took a turnout in research work of Future Brand Index and has been described as not very well developed brand. Slovakia’s brand is presented by the coloured butterfly with a statement ‘Slovakia - Little Big Country’.
Slovakia faces to very low awareness in the UK, even nicely designed logo and hard SACR job. To be a good and to create a logo therefore do not seen as the enough in the building an awareness, good reputation and finally a strong brand. This process includes much more elements that will be described and investigated in this dissertation.
To increase awareness in the UK should be an aim of Slovakia as a whole country. To select an appropriate mode of presenting ‘Little Big Country’ will be a significant decision. Whatever mode will be chosen, it will have to be supported with a plenty information, because when the media do not have enough information, they do not look at reputation proactively, they tend to creates an image in space that is filled with the typical and usual perception – generalization a past Communist picture.
One of the main elements that can support a positive awareness in the UK is the travel and tourism industry. In this area has Slovakia a big potential to satisfy a tourist needs in each year season and also there are next two big
References: Balmer, J.M.T. and Gray, E.r. (2003) ‘Corporate brands: what arenthey? What of them?’ European Journal of Marketing. Vol. 37 No. 7/8, 2003. pp. 972-997 [online]. Available at: <http://www .emeraldinsight .com> [accessed 9 April 2010] Bell, J Denscombe, M., (2007) Good Research Guide. [online]. Available at: <http://site.ebrary.com> [Accessed 11 April 2010]. Fill, Ch. (2006) Marketing Communications: engagement, strategies and practice. 4th ed., Harlow : Financial Times Prentice Hall Kotler, P Kotler, P., Keller, K.L. (2006) Marketing management. 12th ed., Upper Saddle River, N.J. : Pearson/Prentice Hall Middleton, V Solomon, M.R., Bamossy, G.J. (1999) Consumer behaviour : a European perspective. 4th U.S. ed. New York ; London : Prentice Hall Europe Trout, J Wilson, R. M. S., Colin, G. (2005) Strategic marketing management : planning, implementation and control. Amsterdam ; London : Elsevier Butterworth-Heinemann