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.
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.
Buck Song Koh on Nation Branding and Brand Singapore
In this interview with Buck Song Koh, learn about Brand Singapore, its country reputation, the role of placemaking, and nation branding practices in Asia.
Sustainability Justifications in Nation Branding Communications – Research Findings
Meri Frig, Doctoral candidate at Hanken School of Economics in Helsinki (Finland), shares her research findings on sustainability justifications in nation branding communications.
Brand Asia at World Economic Forum Davos: Underpitched or Overplayed?
India nation brand expert Aparna Sharma reflects on the role of Brand Asia at the World Economic Forum in Davos, calling for a more nuanced, strategic approach to country promotion and brand positioning.