COMPETITIVE IDENTITY

How Can Competitive Identity Be Used As A Method To Redistribute Wealth With In The Global Marketplace?

How Can Competitive Identity Be Used As A Method To Redistribute Wealth With In The Global Marketplace?

Introduction

In today's complex global economy, there is a hardened competition among countries for attracting investment, trade and tourism. States face the task of finding a way to distinguish themselves from other countries to find their niche in the global market. The most effective way of giving the country an opportunity to excel - is its identity and reputation. Thus, the main challenge is how best to manage these two essential concepts. In his book "Competitive Identity - the new brand management of nations, cities and regions", the developer of the concept of national brands ratings S. Anholt presented in a new light the concept of the brand development of the country. He believes that the management of competitive identity of the country "has more to do with national identity, politics and economics of competition than with branding in the conventional sense." S. Anholt notes that the branding of the state (territory) - is a systematic process for harmonizing the actions, behavior, investment, innovation and communication of the state (territory) for the implementation of competitive identity (Anholt, 2007).

In this context, it is expedient to divide the conventional wisdom about managing a brand that comes from the experience gained from managing corporate brand and national brand management. This kind of corporate experience is relevant, but the development and management of more complex nature of identity and reputation of the country is more sensitive, complex and strategically more important and promising process. As part of the state of brand management takes into account such factors as, identity and reputation of the people, culture, history, government, economics, products, services, climate and natural resources. This form of brand management requires a much more differentiated and unique approach. Competitive identity is designed to stimulate innovation that considers the existing innovation as part of strategies to improve the international image of the state. The existence of such innovations confirms the competitiveness of their places of origin. Competitive identity is designed to stimulate innovation, which considers the existing innovation, as part of strategies to improve the international image of the state. A crucial concept is the theory of S. Anholta cycle of competitive identity. This loop shows how the identity of the State brand could become more competitive. First of all it depends on the having the right competitive strategy of the state, as well as, from a culture of innovation in government policy, culture, tourism, business, investment, education, industry, resulting in a given state is a constant stream of new ideas (Anholt, 2007).

To further attract investment, growing influence in the international arena and the development of innovative sectors of the economy, state implementing a strategy of operational innovation must timely and effectively use communication channels for presentation to foreign audiences of their innovations, or there is the effect of time gap between the already formed ...