Develop Taiwan’s nation brand with a cultural perspective

Authors: Chun-An Chen, Hsien-Li Lee, Ya-Hui Yang, Ming-Huang Lee

Journal: Chia Da Management Review. Dec. 2013, 33(2):. 181-207

Keywords: Culture; DEMATEL; MMDE; Nation brand

Abstract:
To seek national competitiveness, many countries have increasingly paid attention to building their nation brand, creating better country images in six major areas; export， culture, tourism, people, governance and investment. Taiwan should actively find out the activities that could facilitate the development of its nation brand, and put resources into strengthening them, in order to develop Taiwan's nation brand. With its diverse culture, Taiwan is quite suitable for developing the nation brand from the cultural perspective. Therefore, the purpose of this study is mainly to discuss the nation brand from the cultural perspective, and figure out the items that could represent Taiwan's national brand the most. The Decision Making Trial and Evaluation Laboratory (DEMATEL) is utilized to discuss nation brand by factoring in such items as pop music, movie, TV drama, artwork, theater, publishing, baseball and kickboxing. The DEMA TEL approach is also used to explore the correlation between these items, while the Maximum Mean De-Entropy (MMDE) approach is used to determine the threshold, so as to lower the complexity of the problems. The study findings show that Taiwan should consider establishing nation brand from the factors of the pop music, movie and TV drama.