Interesting article about New Zealand Country Brand Strategy Back Clash.
This is an example of why Country Branding can't be about a nice Utopic idea, but rather a strategic and realistic one.
You can read the article here
http://www.nytimes.com/2012/11/17/business/global/new-zealands-green-tourism-push-clashes-with-realities.html?pagewanted=all
Fascinating article. I for one always believed the hype that NZ was 'clean and green' - in fact, those are the key associations that come to mind when the country's name is mentioned. It looks like NZ must do some hard work and make changes if it wants to maintain nation brand integrity.
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