Nation Branding
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.
Public Diplomacy: New Dimensions
Book review on Public Diplomacy, New Dimensions & Implications by Nancy Snow. Introduces concept of new Public Diplomacy, and its links to nation branding.
8 Things You Should Know About Nation Branding
Nation branding has become a popular concept. Jay Wang, Director of the USC Center for Public Diplomacy in the USA points out 8 things you need to know.
Thoughts on Nation Branding as Concept and Theory
Jay Wang, Director of the USC Center of Public Diplomacy, shares his views on nation branding - definitions, concepts, theory.
Wally Olins On Nations As Brands
Can nations be brands? How does nation branding affect nationhood? Video and thoughts by the late Wally Olins.