Nation Branding In Modern History

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: 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.

Combining the perspectives of 18 international scholars from Europe and the United States with a critical discussion of the role of culture in international relations, this volume introduces recent trends in the study of Culture and International History. It systematically explores the cultural dimension of international history, mapping existing approaches and conceptual lenses for the study of cultural factors and thus hopes to sharpen the awareness for the cultural approach to international history among both American and non-American scholars. The first part provides a methodological introduction, explores the cultural underpinnings of foreign policy, and the role of culture in international affairs by reviewing the historiography and examining the meaning of the word culture in the context of foreign relations. In the second part, contributors analyze culture as a tool of foreign policy. They demonstrate how culture was instrumentalized for diplomatic goals and purposes in different historical periods and world regions. The essays in the third part expand the state-centered view and retrace informal cultural relations among nations and peoples. This exploration of non-state cultural interaction focuses on the role of science, art, religion, and tourism. The fourth part collects the findings and arguments of part one, two, and three to define a roadmap for further scholarly inquiry. A group of" commentators" survey the preceding essays, place them into a larger research context, and address the question "Where do we go from here?" The last and fifth part presents a selection of primary sources along with individual comments highlighting a new genre of resources scholars interested in culture and international relations can consult.

What 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? Branding the Nation offers a unique critical perspective on the power of brands to affect how we think about space, value and identity.

Histories of Public Diplomacy and Nation Branding in the Nordic and Baltic Countries provides an historical perspective on public diplomacy and nation branding in the Nordic-Baltic region during the twentieth and twenty-first centuries. It covers a range of attempts by these self-described peripheral states to represent the nation abroad.

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.

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.

This book provides a unique and intriguing insight into current debates concerning the relationship between nation and state as well as the political management of international image in today's Europe through an examination of debates on nation branding and the Eurovision Song Contest. Europe is a contested construct and its boundaries are subject to redefinition. This work aims to advance critical thinking about contemporary nation branding and its relationship to, and influence on, nation building. In particular it focusses on key identity debates that the Eurovision Song Contest engendered in Estonia in the run-up to EU accession. The Eurovision Song Contest is an event which is often dismissed as musically and culturally inferior. However, this work demonstrates that it has the capacity to shed light on key identity debates and illuminate wider socio-political issues. Using a series of in-depth interviews with political elites, media professionals and opinion leaders, this book is a valuable contribution to the growing field of research on nation branding and the Eurovision Song Contest.