Nation Branding is a concept often misunderstood by political leaders as a magical wand through which marketing techniques could be used to “fix” the tarnished image of their nation in order to attract investment, visitors or skilled labor. (Un)fortunately, things aren’t that easy. The following articles offer summaries of latest research and reflections on the brand positioning and reputation of nations, often linked to public diplomacy.
South Africa: how attractive for visitors, investors, talent? How does it approach country branding and destination marketing? How does it fare in global benchmarking studies? Find out in our special report.
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Harry Kosato in this interview discusses the reputation of places, country-of-origin brands and how he brought Japan to India.
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Daniel Valverde Bagnarello in this interview discusses the strategy behind award-winning country brand Essential Costa Rica and shares how country branding “the Costa Rican way” has become a success story and example to follow.
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Sithembile Ntombela in this interview introduces us to South Africa’s approach to destination marketing and nation branding. Learn about South Africa’s economic and social reality, investment opportunities and how Brand South Africa works towards strengthening a shared national identity.
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Nation branding – a concept and term which has received ample criticism. But what does it actually mean? And how does nation branding differ from public diplomacy, country branding? Answers to those and similar questions here.
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