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.

Interviews

Harry Kosato On the Reputation of Places, Country-of-Origin Brands and How He Is Bringing Japan to India

5 March 202010 May 2020 The Editorial Team Asia, Country Branding, country image, country of origin, England, India, Japan, Nation Branding, Place Brand Image, Place Branding

Harry Kosato in this interview discusses the reputation of places, country-of-origin brands and how he brought Japan to India.

Interviews

Daniel Valverde Bagnarello on How Essential Costa Rica Became a Country Branding Success Story

21 November 201910 May 2020 The Editorial Team Costa Rica, country brand professionals, Country Branding, Latin America, Nation Branding, Place Branding

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.

Case Studies Interviews

Sithembile Ntombela on How South Africa Approaches Destination Marketing and Nation Branding

23 October 201910 May 2020 The Editorial Team Africa, country brand professionals, Country Branding, country brands, country of origin, destination, destination brand professionals, Nation Branding, South Africa

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.

Nation branding: what it is, why it matters

Interviews

Nation Branding Explained: What It Means and Why It Matters (And How To Do It)

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.

Christopher Browning, University of Warwick

Interviews

Christopher Browning on Humour, Nation Branding and the Politics of Identity

8 August 201910 May 2020 The Editorial Team country image, Nation Branding, nations, place identity, Public Diplomacy, UK

The role of humour in nation branding and public diplomacy, and the politics of identity are two of the topics addressed in this interview by Christopher Browning of the University of Warwick in the United Kingdom.