Nation brand of Nepal : Building a nation brand of Nepal based on cultural events and festivals

Abstract

The purpose of this research is to find suitable techniques to apply media management in the nation brand building of Nepal, keeping its cultural events and festivals as the core brand-value. This thesis outlines community involvement in nation brand building process. Nation branding is a new field in branding that has direct relation with tourism. Semi-structured interview with seven different media professionals, working for the national and the international media, is conducted to explore the usability of media management in the cultural events and festival-based nation branding for Nepal. A thorough analysis of the finding has provided a framework to foster the Nepal brand image. The Nepal Tourism Board, the concerning authority for tourism industry in Nepal should take into consideration the ‘6C approach’ described in this thesis.