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.
India: From Nation Branding to State Branding and Competitive Federalism
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
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
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
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.
Marcus Osborne on Country Brands and Nation Branding in Asia
Marcus Osborne, brand consultant based in Kuala Lumpur, Malaysia, in this interview discusses nation branding challenges in Asia, Brand Malaysia and the power of the country-of-origin effect.
How Nation Branding can Accelerate National Competitiveness and FDI
India place brand equity expert Aparna Sharma shares thoughts on how nation branding can help national competitiveness and attraction of foreign investment.