“Amazing Thailand” – Its Contribution to Growing the Country’s Competitiveness
“Amazing Thailand” – Its Contribution to Growing the Country’s Competitiveness

Author(s): Ruxandra-Irina Popescu, Răzvan-Andrei Corboş
Subject(s): Governance, Developing nations, Tourism
Published by: EDITURA ASE
Keywords: country brand; branding strategy; marketing strategies; promoting campaigns; tourism
Summary/Abstract: This paper describes and analyses the branding campaigns of Thailand from 1998 to 2011, shows how the brand has evolved, explains the best practices applied by the Thai authorities in this field and assesses the effects of the branding strategy from the perspective of the increasing number of tourists, revenues from tourism and the country’s international prestige.

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