Branding Nationality

The identity of Australia is a constantly changing concept, which is subject to numerous discussions and often leads to speculation about its true meaning to Australians. The stereotype is defined as "generalization of groups of people, we will assign a specific set of characteristics to this group" (Lippmann 1922, Allport 1954). The Australian identity eventually leads to the concept of delay and simplification.

The definition of the nationwide brand identity is as follows (Lee: 2009). However, this research will focus more on brand countries to create nationwide brand identity related to focus themes. In doing so, researchers will detail the table by suggesting a new framework.

National brand is a strategic comprehensive brand of national brand management, maintenance of domestic brands (from country name to all collection activities recognized by all national brands), maintenance of national brand system, realization of domestic and international brand effects I am interested in. With respect to the background of this research, Anholt (2007) views on integrated brand management, public diplomacy, and trade, investment, tourism and export promotion have obvious implications for this research goal. Hypothetically, one of the aspects of the focus of tourism is mentioned in the question of the public brand. In this sense, tourism as a physical and social phenomenon is linked to the concept of brand concept. As a factor of tourism, there is the possibility of creating a country of origin derived from the concept of domestic brand image.

Unlike the concept of brand marketing in travel, the background of the destination brand is more familiar and popular. However, the concept of the national brand is actually the culmination of nations as market assets. Kotler & Armstrong (2008: 209) stated that: "Place marketing involves activities that create, maintain, or change attitudes and behaviors for specific shoelaces, not only at conferences but also at offices and factories in companies" That is, the national brand includes visitors, new residents , Conferences, corporate offices, and many activities that can attract factories. Therefore, the concept of the national brand shows that the tourism process is part of the strategy