Public Relations and Strategic Communication, Extension Class
| dc.contributor.advisor | Dr. Samson, | |
| dc.contributor.author | Selamawit Kassa | |
| dc.date.accessioned | 2025-08-20T13:16:51Z | |
| dc.date.available | 2025-08-20T13:16:51Z | |
| dc.date.issued | 2024-05-12 | |
| dc.description.abstract | Nation branding is a growing trend for nations to differentiate and improve economic performance, especially in tourism, investments, and exports. Ethiopia, with its rich cultural heritage and rapidly growing economy, can leverage its unique cultural heritage to develop an integrated marketing communication framework for nation branding. This study uses qualitative research methodology to explore subjective experiences, meanings, and social phenomena. Primary sources include Ministry of Tourism leaders, public relations executives, and documents like the Tourism Marketing Strategy for Ethiopia, Ethiopian Tourism Brand Manual, and MoT's 10-year strategic plan. The conceptual framework suggests that the revitalization process begins with a clear strategic vision and mission from the top leadership, followed by re-evaluating the vision, core values, and message through input from key stakeholders. Ethiopia's national brand revitalization process begins with senior leadership establishing a strategic vision and mission, which is then re-evaluated with stakeholder involvement. The Ministry of Tourism (MoT) must evaluate experiences and determine effective ways for communicating key values. Active stakeholder involvement is critical, and ongoing input is required to track progress. The comprehensive framework that is designed in this study adds to current literature by proposing an integrated method to revitalizing Ethiopia's national brand. Ministry of tourism should communicate its core message through multiple channels and continuously provide feedback for effective monitoring and assessment of progress. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/7078 | |
| dc.language.iso | en | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Branding | |
| dc.subject | Country Branding | |
| dc.title | Public Relations and Strategic Communication, Extension Class | |
| dc.type | Thesis |