Rebranding Thailand through football - food for thought?
by Nnamdi O. Madichie; Chris Mbah
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 25, No. 1, 2015

Abstract: The purpose of this exploratory study is to highlight the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation - especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image.

Online publication date: Sun, 12-Apr-2015

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