The Creative Aspect of Country Branding – How Music Is Able to Influence the Country Image in Case of Hungary

Foreign people did not know the Hungarian music, so they associated it with a poor quality

National identity is the extent to which a given culture recognizes and identifies with its unique characteristics.” (Herskovits, 1948)

Exclusive National Places

countries and cities can offer exclusivity through unique national entertainment service for destinations attracting more tourists in order to improve the quality of time spent in a given country.

Place platform is dominant in the field of creativity – several countries and cities emerge with creative nation branding such as Singapore

approach manifested in governmental institutions; 2. according to bottom-up approach manifested in local professional alliances and new companies.

according to top-down ap

In Florida’s (2002) creative class musicians make up a small subset which also includes artists, scientists, engineers, educators, programmers, researchers, designers and media workers as part of a ‘super creative core’

good example is Switzerland where a cluster of creative class fostering innovation in education, science and art as a new tool for country branding

Accessibility, rent levels, available land, tax regimes and subsidies are hard factors, meanwhile residential environment, public space, meeting places; (sub)cultural scene, tolerance and atmosphere are soft factors for choosing locations