Monday 4 February 2013

The Sound of Music - Unwanted Nation Branding?

What comes into your mind, when you think of Austria: Skiing? Mountains? Mozart? Arnold Schwarzenegger (unfortunately often a synonym for Austria)? The Sound of Music? - I can assure you that Austrians - and I know that for sure, because I am one myself -  would probably list these things themselves except for one: They would never bring up The Sound of Music, because the majority would never have even heard of it, let alone have seen it.