Country Brand Research

This document provides an overview of country branding research on Italy, including analysis of political, economic, social, technological, environmental, and legal factors. It explores the opportunities for opening a campus in Italy and provides recommendations for Hult University. The document also discusses the future development plans of Italy and its strong economic condition.

Country Brand
Research
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To – Hult University
From -
CC -
Data – 23 January 2020
Subject – Recommendation for opening a campus in Italy.
Country branding is becoming popular as it helps in providing information about topic
in order to attract interest from wide range of disciplines. It includes research about the nation
in order to gain proper insight about the country and its practices.
Overview of home country research
Italy is officially republic country that is located in south central of Europe. It is
considered as the sixth most populous European country which is classified into 20 regions.
PESTEL is an effective model that will help in researching different factors about the home
country. PESTEL analysis of Italy in mention below. Political factor – This factor includes rules and policies of the country and this factor
will help in analysing the political scenario of the Italy (Andéhn, Nordin and Nilsson,
2016). Political factor includes trade policies, taxation, rules and regulations, restrictions
and many other factors. The main political parties of Italian parliament includes Five
star movement, Lega Nord, Partito democratico and so on. This factor will lead to have
major impact on growth of Italy nation. This country is based on Roman laws which
refers that government is classified into Chamber of Deputies (The Italian market
environment, 2020). This country has strong democratic republication, parliamentary
and multiparty system. This will be helpful in introducing new campus with less or new
issues. Government and political party is reducing Political factor of this company will
have great influence over tourism sector as well as attract more tourist towards Italy. Economical factor – Economic factor includes detail about the GDP, economic rates,
inflation rates and so on (Drennan and et.al., 2015). Italy has high GDP rates as well as
developed substructure. There are various elements that are includes in economic factor
that will affect financial performance as well as economic conditions of respective
country. It has 7 th largest economic system in the world. Economy of Italy is mostly
drive by companies, high quality of goods and services. Social factor – This factor majorly includes population and the individual of society.
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Social factor consist of values, attitude, belief of society and its individual. Italy nation
is nominated as the sixth most valued country and its population is very focused towards
quality of eduction and learning. This factor will be supportive in opening campus in
home country. The society of Italy has a very influencing and historical culture, the
religion which is practice attracts large number of population form various countries.
The festivities and the practices which are celebrated in Italy are largely popular and
such factors compel the people living in outer states to come and visit the Italy now and
then, which ultimately enhance the practice of tourism. The monuments and the
historical places which are the main attraction of Italy positively influence the people
towards such place and tourism is alleviated smoothly. Technological factor – This factor play a crucial role in overall growth and
development of nation. It consist of new and updated technology in the country as this
has impact over evolution. Italy nation has advance technology as well as continuously
updating with the time. Modified technology will help in enhancing the way of
education in the respective country (Herrero-CrespoGutiérrez and del Mar Garcia-
Salmones, 2016). The technological advances like highly sophisticated hotels, fancy
travel agencies, souvenir shops and various attracting high tech cars that are provided in
rent, such practices make the outside people attracted towards using such advanced
technologies. Through this factor the tourism sector of the Italy is greatly enhanced. Environmental factor – This factor includes all those aspects that are related to ecology,
weather, climate condition, atmosphere and so on. Italy nation is majorly covered with
landscapes, lakes, snow mountains as well as perfect weather with agriculture. This
country is supporting eco friendly environmental as well as promoting green
environment. Italy is a very beautiful nation that is very helpful in attracting more and
more tourism towards this nation. Environmental factor of Italy is very supportive in
enhancing tourism activities with in this nation.
 Legal factor - Legal factor comprises of all legal matters and regulations that is
developed by government . This factors in very helpful in providing safety and security
to the individual of the nations as well as meeting with their human rights. Italy nation is
focusing on reducing discrimination, harassment as well as other issues in order to
provide better life style of individuals (Ruzzier and De Chernatony, 2013). This country
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is focusing on the security and safety of individual that will help in attracting more
tourist in Italy nation. This is helpful in developing better and strong image in market
area as well as enchaining tourism activities in Italy nation.
5 Key insights regarding the “Nation Brand"
There are various factors that will help in providing insight about the brand of Italy
nation.
Technology advancement - This nation has high and advance technology that is very
supportive in performing different task. New and innovative technology will be helpful in
providing high quality of education as well as improve learning methods. The use of
applications in the mobile phones regarding the study material aids in making the individuals
more smart and intellectual.
Long term orientation – This is helpful in describing how Italy country if maintaining
it past link as well as focusing in future (Kilduff and Núñez-Tabales, 2014). Italy is a long term
focused county that is continuously developing strategies for nation growth and enhancement.
Uncertainty avoidance – This element is based on the extent to which county is
avoiding uncertainty factors. Italy nation is identifying and evaluates future issues and
challenges as well as planning to deal with those issues. This aspect of Italy will help in
performing activities of new campus in effective and efficient manner.
Society culture – Italy has collective social culture and in this individual are taking
collective decisions. It is considering view point of individual in order to take important
decisions of the nation. Social culture of Italy will be supportive in enhancing activities of
campus and taking better decision. They assist in the process of decision making and uplift their
future as per the rules and the standards of the society.
Power distance – This dimension majorly deals with the distribution of power within
the country. Italy county has equal power culture as individual has right and power to take their
own decisions (Roy and Bagdare, 2015). They can conduct any sort of business and can achieve
their life goals easily by using the culture of power which resides in the country and such
practices are always encouraged by the university.
Interview questions
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As per your view point is there any opportunity for University to open their new campus
in Italy?
Yes, there are several opportunity for introducing University to open their campus in
Italy. Government is develop new rules and policies that will be very helpful in attracting
University as well as enchaining education system of the nation. This will be beneficial for the
citizen of Italy nation.
What is future development plans of Italy for next 5 years?
There are will lots of changes in environment of Italy in next 5 years. Italy is focusing
on several aspects that will help in overall development of country. It is developing new laws
and legislation for growth of Italy citizens. Agenda of Italy for upcoming years is to enhance
partnership with different sectors including eduction. This will help in gaining sustainable
growth of Italy nation.
Recommendation to Hult for opening a Campus in your home country
There are some recommendation to Hult that will help in opening a campus in Italy
country. Recommendation are mention below in detail.
 Italy has one of the strong and largest economic condition in UK market as this will be
very helpful for Hult to perform its activities effectively.
 It has been analysed Italy has advance technology which will support respective campus
to conduct their activities in different and creative manner (YuLin and Chen, 2013).
Though this Hult will be able to use new and innovative technology in their eduction
system process.
 Italy has strong value and citizen are very discipline towards their eduction and
qualification. This will be great opportunity for Hult to provide their high quality of
eduction and learning in Italy.
 Government of Italy is focusing on improving partnership with educational sector. So
can be consider as opportunity for Hult.
REFERENCES
Books and Journals
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Andéhn, M., Nordin, F., & Nilsson, M. E. (2016). Facets of country image and brand equity:
Revisiting the role of product categories in country‐of‐origin effect research. Journal of
Consumer Behaviour. 15(3). 225-238.
Drennan, J.,& et.al. (2015). Examining the role of wine brand love on brand loyalty: A multi-
country comparison. International Journal of Hospitality Management. 49. 47-55.
Ruzzier, M. K., & De Chernatony, L. (2013). Developing and applying a place brand identity
model: The case of Slovenia. Journal of Business Research. 66(1). 45-52.
Herrero-Crespo, Á., Gutiérrez, H. S. M., & del Mar Garcia-Salmones, M. (2016). Influence of
country image on country brand equity: Application to higher education
services. International Marketing Review.
Kilduff, K., & Núñez-Tabales, J. M. (2014). Country image management: brand Spain in the
United States (US). Regional and Sectoral Economic Studies, 14(2).
Roy, S., & Bagdare, S. (2015). The role of country of origin in celebrity endorsements:
Integrating effects of brand familiarity. Journal of Global Marketing, 28(3-5), 133-151.
Yu, C. C., Lin, P. J., & Chen, C. S. (2013). How brand image, country of origin, and self-
congruity influence internet users' purchase intention. Social Behavior and Personality:
an international journal. 41(4). 599-611.
Online
The Italian market environment. 2020. [Online]. Available
through:<https://proimpact.it/2017/02/the-italian-market-environment/>.
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