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Export flagships in branding small developing countries: The cases of Costa Rica and Moldova

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Abstract

Compared to developed and larger developing countries, small developing countries (SDC) face additional challenges while forging their nation brand. They must thus find creative and cost-efficient ways to create, position and communicate themselves. The authors suggest that by focusing on an export flagship product, one that not only has commercial potential but that also truly symbolises the country, SDC can develop/enhance their country brands. The authors further suggest that this export flagship might be a local food as this is a strong conveyor of culture. By being symbolically charged, and assuming that they are functionally and experientially competitive, food products have a good chance of success. Beyond immediate commercial benefits, export flagships transfer positive associations to the country and might serve as a basis for developing a country brand identity. Not only will the country brand be enhanced, but positive associations redirected towards further country branding activities resulting in overall improvement.

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Acknowledgements

The authors would like to thank the following people for their cooperation and valuable input: Alexander Stakhurski (Stas Marketing Partners), Ruth Fitzgerald (Acorex Wine Holding), Marina Antocel (Ministry of Culture and Tourism of the Republic of Moldova).

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  1. Chair of Trade and Marketing, The Poznań University of Economics, Al. Niepodleglosci 10, Poznań, 60-967, Poland

    Magdalena Florek

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  1. Magdalena Florek
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  2. Francisco Conejo
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Correspondence to Magdalena Florek.

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2has an MBA and MS in International Business, both with a marketing emphasis, from the University of Colorado. He is currently pursuing a PhD in Marketing at the University of Otago, New Zealand, focusing on place branding. Before getting into academia, he worked as an ethnic marketing consultant and in export and tourist marketing in both the United States and Costa Rica.

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Florek, M., Conejo, F. Export flagships in branding small developing countries: The cases of Costa Rica and Moldova. Place Brand Public Dipl 3, 53–72 (2007). https://doi.org/10.1057/palgrave.pb.6000048

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