One nation-branding agency is Bloom Consulting, based in Madrid. Often,
countries come to Bloom with specific ideas of what they desire. Some
governments are after more tourists, while others want to appeal to
talented workers or students. Recently, Paraguay's government hired
Bloom to renovate its image in order to lift its exports and attract
more investment. Flows of foreign direct investment worldwide rose from
\$865 billion to \$1.52 trillion over a period of 17 years. Even a small
slice of such a substantial pie is well worth seeking. As well as a
nation, a place such as a town or city can also develop a brand. In
1945, the city of The Hague in the Netherlands was picked to be the home
of the International Court of Justice. Since then, the city has worked
hard to confirm its status as the city of peace and justice. As a
result, anyone planning a convention or event around the theme of
justice or security is more than likely to choose The Hague as a
destination. Last year, this city of half a million hosted 135
international conferences. On average, a conference lasted four days and
drew 279 visitors, each of whom spent €1,200 during their visit, showing
that even the more abstract aims of place-branding may have material
benefits.
1. The information given by the writer shows there is a contrast
A. what focus they want for their brand.
B. how successful their brand has become.
C. why their brand has become widely known.
D. whether their brand has a financial element.
2. In the paragraph, the writer suggests that nation-branding and
A. are not possible in all parts of the world.
B. may lead to unexpected economic problems.
C. may be in conflict with the effects of globalisation.
D. are likely to encourage international disagreements.