A Conceptual Communication Model for Nation Branding in the Greek Framework. Implications for Strategic Advertising Policy

Countries in the globalised world opt to promote their distinct characteristics and retain their position aiming for the presentation of a unique identity based on tangible but also intangible elements. These characteristics can be associated with national identity, which incorporates place identity. This latter, may influence the strategic communication policies directed to people in order to create a place image, strengthen sentimental bonds among those who share common characteristics and create in that way, a sense of place. This is where the role of networks takes place, which need to operate and cooperate at the international, national and local level but also among the private and the public sector. The implementation of new technologies and advertising campaigns carefully planned and targeted to groups with specific psycho-social and demographic characteristics can lead to destination branding and this is a process continuously sought from the people involved in such communication procedure, residents, internal and external stakeholders, cooperations between the public and private sector but also visitors as well. It is suggested that states, irrespective of how long their history stands, need to continuously seek attention especially for their identity branding while socio-economic and geo-political issues need to be taken into consideration. A conceptual communication model is presented for place branding based on agreed constituent elements of the place among those people involved in strategic policies and taking into consideration tourists’ place associations and emotional attachment in order to successfully relate the image with the place identity.