Nation branding for education and research: Could Greece become a beacon?


Published: May 11, 2017
Keywords:
Nation branding for education Greece
Dimitrios Belias
Dimitrios Kyriakou
Athanasios Koustelios
Konstantinos Varsanis
Lampros Sdrolias
Abstract

The aim of this paper is to examine the concept of Nation branding for education and research in Greece. The concept of nation branding for education and research is a brand new concept, therefore there is a need for further research on this topic. The authors have produced a critical discussion, based on the existing literature but also on personal comments, on whether Nation branding for education and research can apply in Greece. There are many obstacles, such as the legal framework, the lack of entrepreneurial culture among the academics but also a hesitation to allow the operation of private universities in Greece. However, a future empirical research may produce the necessary data which help us to understand what can be the potentials of this concept in Greece.

Article Details
  • Section
  • Εισηγήσεις
Author Biographies
Dimitrios Belias, Dept of Physical Education and Sport Science, University of Thessaly, Trikala, Greece
MSc, ΜEd, Ph.D., Dept of Physical Education and Sport Science, University of Thessaly, Trikala, Greece
Dimitrios Kyriakou
Υποψ. PhD,Dept of Economic Sciences, Aristotle University of Thessaloniki, Thessaloniki, Greece
Athanasios Koustelios, Dept. of Business Administration, Technological Educational Institute of Thessaly, Greece
Professor
Konstantinos Varsanis

B.Sc., Dept. of Business Administration, Technological Educational Institute of Western Macedonia, Kozani, Greece

Lampros Sdrolias, Dept. of Business Administration, Technological Educational Institute of Thessaly, Greece
Professor
References
Anholt, S. (2007) Competitive identity: the new brand management for nations, cities and regions. Palgrave Macmillan.
Βryman A. & Bell E. (2007) Business Research Methods. Oxford: Oxford University Press.
Buhalis, D. (2000) Marketing the competitive destination of the future. Tourism Management. 21(1), 97-116.
Buurma, H. (2001) Public policy marketing: marketing exchange in the public sector. European Journal of Marketing. 35(11/12), 1287-302.
Clifon, R. (2005) Brands and Branding. The Economist. Profile Books Ltd, London.
Csaba, F.F. & Bengtsson, A. (2005) Rethinking Brand Identity. In Schroeder, J. & M. Salzer-Mörling (Eds). Brand Culture, London: Routledge
Drori, G., Delemstri, G., & Oberg, A. (2013) Branding the university: Relational strategy of identity construction in a competitive field. In L. Engwall & P. Scott (Eds.) Trust in higher education institutions. London: Portland Press, pp. 134–147.
Ek, A.-C., Ideland, M., Jönsson, S., & Malmberg, C. (2011) The tension between marketisation and academisation in higher education. Studies in Higher Education, 38(9) 1305–1318
Hankinson, G., Cox, V. (2000) Location branding – a study of the branding practices of 12 English cities. AM2000 Conference Proceedings, Academy of Marketing, Derby, 5-7 July.
Hemsley-Brown, J., & Goonawardana, S. (2007) Brand harmonization in the international higher education market. Journal of Business Research. 60(9), 942–948.
Kotler, P., & Keller, K. L. (2009) Marketing management. Upper Saddle River, N.J., Pearson Prentice Hall.
Mead, R.W. & Brajer, V. (2008) Environmental cleanup and health gains from Beijing’s Green Olympics. China Quarterly. 194, 275–293.
Merrilees, B., Miller, D., & Herington, C. (2009) Antecedents of residents’ city brand attitudes. Journal of Business Research. 62(3), 362-367.
Owen, J.G. (2005) Estimating the cost and benefit of hosting Olympic Games: what can Beijing expect from its 2008 Games? The Industrial Geographer. 3(1), 1–18.
Sataøen, H. (2015) Higher education as object for corporate and nation branding: between equality and flagships. Journal of Higher Education Policy and Management. 37, 6.
Smidt-Jensen, S. (2006). City branding: Lessons from medium sized cities in the Baltic Sea Region in medium sized cities in dialogue around the Baltic Sea. Danish Centre for Forest, Landscape and Planning, KVL.
Spearitt, P. (2002) Marketing Cities: Icons, Brands, and Slogans. Brisbane Institute, June 12.
Tsartas, P.( 2010) Sustainable Tourist Development in Greece. Athens: Kritiki.
Winfield-Pfefferkorn, J. (2005) Exploring City Branding and the Importance of Brand Image. Syracuse University.