Nation Branding in the verge of the ASEAN Integration

Authors

  • Marjurie Lourince E. Zanoria University of San Jose-Recoletos
  • Kristine June D. Uy University of San Jose-Recoletos
  • Clifford Rey G. Borlasa University of San Jose-Recoletos

DOI:

https://doi.org/10.32871/rmrj1402.02.15

Keywords:

ASEAN, ASEAN Integration, ASEAN Economic Community, nation branding

Abstract

This paper recognizes the forthcoming integration of ASEAN, the most significant
multilateral organization in Asia. It is undeniable that in the unification process, the branding of a member state is critical to boost its economic and social development. The study takes an in-depth look at other factors prevalent among ASEAN member nations, in terms of overall well-being, global market confidence, tourism attractiveness and investment climate. To quantify these indicators in assessing the nation’s brand equity, the researchers utilize the data depicting the corruption perception index and the gross domestic product. Data related to the foreign direct investments, foreign tourist arrivals, export of goods and services and the Human Development Index are also considered.
These indices are deemed significant measures indicative of a country’s performance, emphasizing that an ASEAN member nation should first work on its strength in branding itself individually before positioning in a competitive economic community.

Author Biographies

Marjurie Lourince E. Zanoria, University of San Jose-Recoletos

is currently working as full-time Instructor at the University of San Jose - Recoletos. Prior joining the academe, she worked for Punongbayan & Araullo, an auditing firm based in Makati handling clients in the industries manufacturing, resort, academe and business process outsourcing. While studying and reviewing to take the Certified Public Accountant examination, she served as the Sangguniang Kabataan Chairman for the years 2007-2010. After her stint in serving the youth, she was elected as the Barangay Councilor for the years 2010 to 2013. She had units in Master in Business Administration at USJ-R and is transferring to Cebu Normal University to take up Master in Public Administration to prepare for more terms in public service.

Kristine June D. Uy, University of San Jose-Recoletos

is a faculty member of the University of San Jose Recoletos, was born in 1982 and educated at the University of San Jose Recoletos where she graduated magna cum laude (Bachelor of Science in Accountancy , 2003). She also obtained her Master in Business Administration degree (2008) from the same university. A Certified Public Accountant, she worked with Isla Lipana and Company, a member firm of Pricewaterhouse Coopers (2004-2006). She has been a faculty member of the accountancy department of the University of San Jose Recoletos since 2006 up to the present, handling the subjects Basic Accounting, Partnership and Corporation Accounting, Financial Accounting, Auditing and Assurance Services, and Integrated Auditing Theory.

References

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Published

2014-12-28

How to Cite

Zanoria, M. L. E., Uy, K. J. D., & Borlasa, C. R. G. (2014). Nation Branding in the verge of the ASEAN Integration. Recoletos Multidisciplinary Research Journal, 2(2). https://doi.org/10.32871/rmrj1402.02.15

Issue

Vol. 2 No. 2 (2014)

Section

Articles

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Copyright of the Journal belongs to the University of San Jose-Recoletos

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