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.
Beyond Tacos and Burritos: How Circus Show LUZIA and Movie COCO Influence the Country Image of Mexico
We take a closer look at Mexico's changing country image, triggered by artistic productions such as the Pixar movie COCO and the Cirque du Soleil show Luzia.
3 Nation Branding Pitfalls Country Branding Professionals Should Avoid
Aparna Dutt Sharma discusses three nation branding pitfalls - challenges which country branding professionals frequently encounter in their attempts to position their country favorably in the eyes of potential investors, visitors and global talent.
Brand Singapore: Nation Branding After Lee Kuan Yew, In A Divisive World – Book Review
Review of Brand Singapore: Nation Branding after Lee Kuan Yew, in a Divisive World by Buck Song Koh. Essential reading for place branding professionals.
Hume Johnson on Brand Jamaica and Nation Branding in the Americas
Hume Johnson in this interview discusses Brand Jamaica, nation branding challenges and destination branding in the Americas.
Anupam Yog on the Branding of Nations and Destinations in Asia
Anupam Yog in this interview offers a very detailed account of place brand initiatives in Asia, especially Singapore, and discusses the challenges, tendencies and opportunities.
Oliver Zöllner of Stuttgart Media University on Place Branding in Germany
Oliver Zöllner, Professor at Stuttgart Media University in southwest Germany, offers a down-to-earth, slightly critical view on place branding.