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新西兰:“百分百纯净的新西兰”广告战略1991年,新西兰开展了一场题为“新西兰之路”的国家品牌运动,目的在于塑造新西兰整体国家品牌形象,创立一个国家品牌伞,在该品牌伞下,提升新西兰的商品和服务的附加价值和形象。这次国家品牌运动的目的是:(1)在国际市场上区别新西兰的产品和服务;(2)提升新西兰的独特价值观和
New Zealand: “100% Pure New Zealand” Advertising Strategy In 1991, New Zealand launched a national brand campaign entitled “The Road to New Zealand” with the aim of shaping the overall national brand image of New Zealand and creating a national brand umbrella Under the umbrella of this brand, enhance the added value and image of New Zealand’s goods and services. The purpose of this national branding campaign is to: (1) differentiate New Zealand’s products and services in the international market; (2) to enhance New Zealand’s unique values and