Nation branding aims to measure, build and manage the reputation of countries (closely related to

place branding Place branding (includes place marketing and place promotion) is a term based on the idea that "cities and regions can be branded," whereby branding techniques and other marketing strategies are applied to "the economic, political and cultural dev ...

). In the book ''Diplomacy in a Globalizing World: Theories and Practices'', the authors define nation branding as “the application of corporate marketing concepts and techniques to countries, in the interests of enhancing their reputation in international relations.” Many nations try to make brands in order to build relationships between different actors that are not restricted to nations. It extends to public and private sectors in a nation and helps with nationalism. States also want to participate in multilateral projects. Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and

image An image is a visual representation of something. It can be two-dimensional, three-dimensional, or somehow otherwise feed into the visual system to convey information. An image can be an artifact, such as a photograph or other two-dimensio ...

of a

nation-state A nation state is a political unit where the state and nation are congruent. It is a more precise concept than "country", since a country does not need to have a predominant ethnic group. A nation, in the sense of a common ethnicity, may in ...

"and the successful transference of this image to its exports - is just as important as what they actually produce and sell." This is also referred to as

country-of-origin effect The country-of-origin effect (COE), also known as the made-in image and the nationality bias, is a psychological effect describing how consumers' attitudes, perceptions and purchasing decisions are influenced by products' country of origin labeling, ...

. Nation branding is a developing field in which scholars continue their search for a unified theoretical framework. Many nations aim to improve their country's standing, as the image and reputation of a nation can dramatically influence its economic vitality. They seek to attract tourism and investment capital, increase exports, attract a talented and creative workforce, and enhance their cultural and political influence in the world. Different ways that nation project their nation brand include export, foreign direct investment, and tourism. One example of exporting products is that the country Germany is known for their motor industry because famous car companies like Mercedes,

Audi Audi AG () is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company, the Volkswagen Group, Audi produces vehicles in nine production facilities worldwide. ...

, and BMW are German companies. An example of foreign direct investments that help the nation brand are US companies building

maquiladoras A (), or (), is a word that refers to factories that are largely duty free and tariff-free. These factories take raw materials and assemble, manufacture, or process them and export the finished product. These factories and systems are present t ...

and other European countries having factories in different countries.

In practice

Nation branding appears to be practiced by many countries, including the United States, Canada, France, United Kingdom (where it is officially referred to as

public diplomacy In international relations, public diplomacy or people's diplomacy, broadly speaking, is any of the various government-sponsored efforts aimed at communicating directly with foreign publics to establish a dialogue designed to inform and influen ...

), Malaysia, Japan, China, South Korea, Singapore, South Africa, Australia, New Zealand, Israel and most Western European countries. An early example of this was the

Cool Britannia Cool Britannia was a name for the period of increased pride in the culture of the United Kingdom throughout the mid and second half of the 1990s, inspired by Swinging London from 1960s pop culture. This loosely coincided with John Major's conserva ...

approach of the early days of the

New Labour New Labour was a period in the history of the British Labour Party from the mid to late 1990s until 2010 under the leadership of Tony Blair and Gordon Brown. The name dates from a conference slogan first used by the party in 1994, later seen ...

government (following the
Britain (TM)
' pamphlet by

Demos Demos may refer to: Computing * DEMOS, a Soviet Unix-like operating system * DEMOS (ISP), the first internet service provider in the USSR * Demos Commander, an Orthodox File Manager for Unix-like systems * plural for Demo (computer programming) ...

's Mark Leonard), though this has since been replaced by a more credibl
Public Diplomacy Board
Cool Japan is a newer initiative aimed at promoting Japan's creative industries. There is increasing interest in the concept from poorer states on the grounds that an enhanced image might create more favorable conditions for

foreign direct investment A foreign direct investment (FDI) is an investment in the form of a controlling ownership in a business in one country by an entity based in another country. It is thus distinguished from a foreign portfolio investment by a notion of direct c ...

tourism Tourism is travel for pleasure or business; also the theory and practice of touring (disambiguation), touring, the business of attracting, accommodating, and entertaining tourists, and the business of operating tour (disambiguation), tours. Th ...

trade Trade involves the transfer of goods and services from one person or entity to another, often in exchange for money. Economists refer to a system or network that allows trade as a market. An early form of trade, barter, saw the direct exc ...

and even political relations with other states. Developing nations such as Tanzania, Colombia and Peru are creating smaller nation branding programs aimed at increased overall image and with the case of Colombia, changing international perception. Nation branding is seen as a part of Sweden's public diplomacy, especially with Brand Sweden. Sweden uses two main institutions, called the Utrikesdepartementet and the Swedish Institute, to study their nation branding. They wanted to present a good image through the press and also collect different reports on Sweden's representations abroad. Different events and campaigns were also made to promote Brand Sweden, one example being the House of Sweden, which was an embassy in the US. Another campaign was the Second House of Sweden, which used the internet to introduce Sweden's embassy virtually. Researchers in Sweden also studied the Nation Brand Index (NBI) results to collect data.

In academia

Nation branding can be approached in academics as a field in social sciences, political sciences, humanities, communication, marketing and

international relations International relations (IR), sometimes referred to as international studies and international affairs, is the scientific study of interactions between sovereign states. In a broader sense, it concerns all activities between states—such ...

. Scholars such as Evan H. Potter at the

University of Ottawa The University of Ottawa (french: Université d'Ottawa), often referred to as uOttawa or U of O, is a bilingual public research university in Ottawa, Ontario, Canada. The main campus is located on directly to the northeast of Downtown Ottaw ...

have conceptualized nation brands as a form of national

soft power In politics (and particularly in international politics), soft power is the ability to co-opt rather than coerce (contrast hard power). In other words, soft power involves shaping the preferences of others through appeal and attraction. A defi ...

. All efforts by government (at any level) to support the nation brand - either directly or indirectly - becomes public diplomacy.

Anti-globalization The anti-globalization movement or counter-globalization movement, is a social movement critical of economic globalization. The movement is also commonly referred to as the global justice movement, alter-globalization movement, anti-globalist m ...

proponents often claim that

globalization Globalization, or globalisation (Commonwealth English; see spelling differences), is the process of interaction and integration among people, companies, and governments worldwide. The term ''globalization'' first appeared in the early 20t ...

diminishes and threatens local diversity, but there is evidence that in order to compete against the backdrop of global cultural homogeneity, nations strive to accentuate and promote local distinctiveness as a competitive advantage.

Indexing

Nation Brands Index

The concept of measuring global perceptions of countries across several dimensions (culture, governance, people, exports, tourism, investment and immigration) was developed by

Simon Anholt Simon Anholt is an independent policy advisor who has worked to help develop and implement strategies for enhanced economic, political and cultural engagement with other countries. He is the founder of the Good Country Index. Anholt has been ...

. His original survey, the Anholt Nation Brands Index, was launched in 2005 and fielded four times a year. Today it is fielded and published once a year in partnership with

GfK GfK (originally german: GfK-Nürnberg Gesellschaft für Konsumforschung e.V., lit=Nuremberg Society for Consumer Research, label=none) is a provider of data and intelligence to the consumer goods industry. It is headquartered in Nuremberg, German ...

, named the Anholt-GfK Nation Brands Index, using a panel of 60,000 people in 20 countries to monitor the global perceptions of countries. There is also an Anholt-GfK Roper City Brands Index.

Futurebrand Country Brand Index

Futurebrand publishes the Country Brand Index every year, which includes an overall ranking of the 75 countries and rankings by dimension, FutureBrand collected quantitative and qualitative data from Approximately 2,500 opinion-formers and frequent international business or leisure travelers in 17 countries (USA, Canada, Brazil, Argentina, UK, Germany, France, Russia, Turkey, South Africa, UAE, India, China, Thailand, Japan, Mexico and Australia). complete perception dashboards for the top five country brands, regional leaders, and 'ones to watch' for the future. Futurebrand tests a global research sample based on the Hierarchical Decision Model (HDM) which involves determining an individual's awareness, familiarity, association, and preference towards a country's brand. In their 2018-19 ranking, the top 5 nations brands were (ranked from first to fifth) Germany, Switzerland, Japan, Sweden, and Canada.http://www.futurebrand.com/uploads/CBI-18_19-LR.pdf

References

External links

USC Public DiplomacyNation Branding
at SourceWatch {{DEFAULTSORT:Nation Branding Brand management Economic development Foreign direct investment International relations Types of branding Nation