03413ntm a22005297i 4500 000725111 CZ-PrVSE 20250830133620.0 m d cr n|||||||||| 250830s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Doria Villa, Alfonso Jose ISIS:179934 dis Národní branding Kolumbie mezi mezinárodními stakeholdery eng Nation branding of Colombia among international stakeholders / Alfonso Jose Doria Villa 2025 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis explores the nation branding of Colombia from two different perspectives: the narrative constructed by Colombia’s brand managers and the perceptions and attitudes of the international stakeholders, specifically potential visitors and investors. The thesis uses a mixed-methods approach, including in-depth interviews with key figures involved in Colombia’s nation branding efforts and a survey targeting international respondents. The analysis reveals how Colombia’s nation brand campaigns have aimed to reshape the country’s image from one associated with conflict and drug trafficking to one that celebrates cultural richness, biodiversity, hospitality, and innovation. The results suggest that while nation brand managers’ efforts have been increasingly strategic and visually cohesive, international perceptions still include some negative associations. However, the thesis also finds growing recognition of Colombia’s touristic appeal, creative industries, and environmental assets. The thesis recommends stronger alignment between policy and branding messages, the use of internationally recognized cultural figures in campaigns, and greater coordination between government agencies to enhance Colombia’s global image. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Nation brand image Nation brand identity International stakeholders Nation brand Colombia San José Iglesias, Rafael ISIS:167045 ths Martínez Pantoja, Yadira Ixchel ISIS:167046 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88755/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88755 Hlavní práce https://insis.vse.cz/zp/88755/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88755/posudek/oponent/88404 Oponentura https://insis.vse.cz/zp/88755/priloha/32393 Přiloha k práci https://insis.vse.cz/zp/88755/podrobnosti dc:identifier NEPOSILAT VSKP vse88755 250827 88755