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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.
Country Brands Asia: Bhutan – A Demure Brand
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Nation brand expert Aparna Sharma visits the country of Bhutan to explore "Brand Bhutan" and its guiding principle, Gross National Happiness (GNH).
Three Steps for Turkey to Reposition its Brand Image in Time of Coup
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Efe Sevin suggests three steps for Turkey to proactively manage its deteriorating country brand image in time of coup.
India: From Nation Branding to State Branding and Competitive Federalism
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India nation brand expert Aparna Sharma discusses how Indian states have begun to develop their own brands and to position themselves internationally as business hubs, leading to representations of state and nation next to each other at important events, such as Davos.
Gadis Ranty on Public Diplomacy, Coffee and Indonesia as Country of Origin
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Does coffee come to your mind when thinking about Indonesia? Country-of-origin, nation branding and public diplomacy are the passions of Gadis Ranty, a junior official at the Indonesian Ministry of Foreign Affairs. Gadis recently wrote an article for the Master of Public Diplomacy blog at the University of Southern California, Annenberg (USA), which was republished in The Jakarta Post. This guest post is an expanded version of the original article, in which Gadis shares her personal view.
Nancy Snow on Japan, Nation Brands and Public Diplomacy
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Public diplomacy expert Nancy Snow shares her thoughts on Japan, nation branding in Asia and the role of storytelling in brand positioning.
Nadia Kaneva on Nation Branding Research and Approaches
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Nadia Kaneva of University of Denver shares her thoughts on nation branding research and practice and has tips for graduates in strategic communication and international relations.
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