The Possible Ways of Country Brand Communication and Their Classification Based on the POE Model

Árpád Papp-Váry 1  and Máté Farkas 2
  • 1 Budapest Metropolitan University, , Hungary
  • 2 , Hungary

Abstract

The number of marketing communications tools and channels is steadily increasing – in addition, this growth has been accelerated since the emergence of the Internet and social media. On the one hand, there is an increasing dilemma of which tools one should choose from the plentiful options, and, on the other hand, the (material, human, and time) resources devoted to this are limited. This is valid for the marketing communications of “classic” products, services, and countries. This review article attempts to present the variety of available options with the help of the POE (paid, owned, earned) model and describe their advantages and disadvantages. The novelty of the study is that it focuses on a review of country communication campaigns and initiatives. It offers various visual examples for the different components of the POE model, clarifying the paid media, owned media, and earned media options for country brand communication. It mostly uses examples from Hungary, but other countries’ good practices are also included. Finally, as a result of the analysis, the article summarizes the possible ways of country brand communication according to the POE model in a summary table, which may also contribute to the work of academics and practitioners in the field.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Anholt, S. (2016). A nagy országmárka svindli [The Great Country Brand Swindle]. HUG – Hungarian Geopolitics Magazine 1(1): 132–149, ---lt---https://issuu.com/pageo/docs/hug_online_marcius_boritoval_---gt--- (accessed on: 1 July 2017).

  • Bauer, A.–Horváth, D. (eds.). (2013). Marketingkommunikáció: Stratégia, új média, fogyasztói részvétel [Marketing Communication: Strategy, New Media, Consumer Participation]. Budapest: Akadémiai.

  • Corcoran, S. (2009). No Media Should Stand Alone: An Empowered Report. Defining the Roles of Owned, Earned and Paid Media in Online Marketing. Forrester Report. ---lt---https://www.forrester.com/report/No+Media+Should+Stand+Alone/-/E----gt--- (accessed on: 1 July 2017).

  • Dér, Cs. D. (2013). Kreatív eseménymenedzsment [Creative Event Management]. Budapest: Arts and Business Kft.

  • (2017). Élményszervezés és -menedzsment [Event Planning and Management]. Budapest: Arts and Business Kft.

  • Fehér, K. (2016). Digitalizáció és új média – Trendek, stratégiák, illusztrációk [Digitalization and New Media – Trends, Strategies, and Illustrations]. Budapest: Akadémiai.

  • Hinora, B. (2016). Marketingkommunikációs eszközök bemutatása és használatuk [The Presentation and Use of Marketing Communication Tools]. Budapest: Magyar Marketing Szövetség – KKV Akadémia.

  • Horváth, D.–Nyirő, N.–Csordás, T. (eds.). (2013). Médiaismeret: Reklámeszközök és reklámhordozók [Media Studies: Advertising Tools and Advertising Media]. Budapest: Akadémiai.

  • Irimiás, A. (2015). Filmturizmus: A filmek és televíziós sorozatok turisztikai szerepének és hatásainak geográfiai vizsgálata [Film Tourism: A Geographical Examination of the Role and Effects of Films and Television Series in Tourism]. Budapest: Akadémiai.

  • Józsa, L.–Rekettye Jr., G. (2015). International Research on the Future of Marketing Communication. In: Hunter, M. (ed.), Annual International Conference on Enterprise Marketing and Globalization: 4th Enterprise Marketing and Globalization (EMG 2015) Conference. 15 December 2015, Singapore: Global Science and Technology Forum, 13–18.

  • Kenesei, Zs.–Cserdi, Zs. H. (2018). Szolgáltatásmarketing a turizmusban [Service Marketing in Tourism]. Budapest: Akadémiai.

  • Keszey, T.–Gyulavári, T. (2016). Marketingtervezés [Marketing Planning]. Budapest: Akadémiai.

  • Klausz, M. (2016). A közösségi média nagykönyve – Hogyan vidd sikerre céged és önmagad [Book of Social Media – How to Be Successful with Your Company and Yourself]. Budapest: Athenaeum.

  • Ogilvy, D. (2001). Ogilvy a reklámról [Ogilvy on Advertising]. Budapest: Park.

  • Papp-Váry, Á. (2009). Országimázs a moziban [Country Image in the Movies]. Marketing ---amp--- Media, 14(9): 13–26.

  • (2019). Országmárkázás – Versenyképes identitás és imázs teremtése [Country Branding – Creating Marketable Identity and Image]. Budapest: Akadémiai.

  • Papp-Váry, Á.–Szatmári, B. (2011). Újragondolt szuvenírek [Revised Souvenirs]. Marketing ---amp--- Média, 16(4): 16–17.

  • Rekettye, G.–Törőcsik, M.–Hetesi, E. (2015). Bevezetés a marketingbe [An Introduction to Marketing]. Budapest: Akadémiai.

  • Rekettye Jr., G. (2016). A következő évtized marketingkommunikációja – egy nemzetközi kutatás eredményei [The Marketing Communications of the Upcoming Decade – The Findings of an International Research]. Vezetéstudomány 47(3): 12–22.

  • (2017). The Future Performance of Marketing Communication – A Comparative Study. International Journal of Business Performance Management (IJBPM) 18(3): 293–306.

  • Ries, A.–Ries, L. (2002). The Fall of Advertising ---amp--- The Rise of PR. New York: HarperCollins Publishers Inc.

  • Századvég. 2015. Public diplomacy stratégiák [Public Diplomacy Strategies]. ---lt---https://szazadveg.hu/uploads/media/587ceed607ef2/public-diplomacy-strat.pdf---gt--- (accessed on: 20 January 2018).

OPEN ACCESS

Journal + Issues

Search