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Nation-branding in Practice

Author: Kristin Anabel Eggeling

Publisher: Routledge

Published: 2020-04-29

Total Pages: 228

ISBN-13: 1000067904

This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.

Nation Branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2015-08-27

Total Pages: 259

ISBN-13: 1317681940

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Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Nation branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2010-05-14

Total Pages: 261

ISBN-13: 1136377360

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Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.

Nation Branding in Modern History

Author: Carolin Viktorin

Publisher: Berghahn Books

Published: 2018-08-24

Total Pages: 300

ISBN-13: 1785339249

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A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.

Nation Branding

Author: Keith Dinnie

Publisher: Routledge

Published: 2022-04-11

Total Pages: 305

ISBN-13: 1000564495

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Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.

Nation Branding in Europe

Author: João Freire

Publisher: Routledge

Published: 2021-07-26

Total Pages: 144

ISBN-13: 100046122X

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This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally. Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to provide a breadth of cases from across the continent. The chapters are written from a wide range of academic and practitioner perspectives. Nation Branding in Europe is valuable supplementary reading for advanced undergraduate, postgraduate and doctoral students interested in nation branding and will appeal to students from marketing, communications, and international relations disciplines. Outside of academia, the book will be of interest to those working in the areas of public diplomacy and strategic communications, as well as public relations and branding practitioners involved in designing nation branding campaigns.

Research Companion to Language and Country Branding

Author: Irene Theodoropoulou

Publisher: Routledge

Published: 2020-11-16

Total Pages: 412

ISBN-13: 100021432X

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Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.

Shaping International Public Opinion

Author: Jami A. Fullerton

Publisher: Peter Lang Incorporated, International Academic Publishers

Published: 2017

Total Pages: 0

ISBN-13: 9781433130298

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Bridging nation branding and public diplomacy, this book presents a cohesive framework. At its core is the introduction of the Model of Country Concept, which illustrates the array of factors, including hard- and soft-power initiatives, that shape how global citizens form their opinions about other countries. Each chapter applies the Model of Country Concept across a wide geographic, methodological, and disciplinary range of qualitative and quantitative research studies. The book offers a framework for future positioning of both practice around and research about nation branding and public diplomacy. Written for a broad audience the book offers a comprehensive yet approachable solution for framing a conversation about the heterodox nature of nation branding and public diplomacy, and advances the field through original research.

Branding the Nation

Author: Melissa Aronczyk

Publisher: Oxford University Press

Published: 2013-09-17

Total Pages: 256

ISBN-13: 0190240695

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National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.

Handbook of Research on Future Policies and Strategies for Nation Branding

Author: Pistikou, Victoria

Publisher: IGI Global

Published: 2021-06-18

Total Pages: 383

ISBN-13: 1799875350

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By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.