Branding the Nation: The Global Business of National by Melissa Aronczyk

By Melissa Aronczyk

Nationwide governments all over the world are turning to branding specialists, public kin advisers and strategic communications specialists to aid them "brand" their jurisdiction. utilizing the instruments, strategies and services of industrial branding is thought to aid international locations articulate extra coherent and cohesive identities, allure international capital, and retain citizen loyalty. in brief, the aim of country branding is to make the country subject in an international the place borders and bounds seem more and more out of date.

But what truly occurs to the state whilst it truly is reconceived as a model? How does country branding swap the phrases of politics and tradition in a globalized international? via case reports in twelve nations and in-depth interviews with kingdom branding specialists and their nationwide consumers, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the country were harnessed in new and frustrating methods, with far-reaching outcomes for either our suggestion of the state and our beliefs of nationwide citizenship. Branding the Nation demanding situations the bought knowledge in regards to the energy of manufacturers to alter the realm, and provides a serious viewpoint on those new methods of conceiving worth and id within the globalized twenty-first century.

This ebook is set how kingdom branding grew to become a global phenomenon and a pro transnational perform. it's also approximately how country branding has turn into an answer to perceived modern difficulties affecting the distance of the country kingdom: difficulties of financial improvement, democratic conversation, and particularly nationwide visibility and legitimacy amidst the a number of international flows of overdue modernity. during this publication, Melissa Aronczyk charts the political, cultural and fiscal rationales in which the kingdom has been made to topic in a twenty-first-century context of worldwide integration.

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At the same time, corporate reputation indices and other competitive rankings of performance were being tinkered with and perfected as part of the general shift of the recognition of the value of assets from accountants and other third-party verifiers to brand managers and marketers, who found ways to account for the soft qualities of capital instead of merely the hard ones. In this context, it was branding expertise that was seen as the right expertise for national public institutions. Adopting a brand therefore allowed national leaders to entrench the perception that the best way to renew their population’s interest in their identity was through renewing the use of identity as part of the national interest.

At one level, it is a conscious strategy of capital (re)generation, combining public and private sector resources to generate fiscal advantage. As such, its aim is to help the nation-state successfully compete for international capital in areas such as tourism, foreign direct investment, import–export trade, higher education, and skilled labor. A second dimension of the practice is to convey an image of legitimacy and authority in diplomatic arenas, to earn state leaders and other national elites a seat at the table in multilateral decisions or membership in transnational institutions or organizations.

Indeed, my use of a different term to describe the experts involved in nation branding has less to do with a difference between the two classes in terms of their professional positions (which are overlapping, if not isomorphic) or their perspectives on the central role of corporate knowledge and techniques in contexts of globalization (which are essentially identical), than with the ways in which the TPC constitutes the object of its attention—the nation—as well as the ways in which these actors legitimate their actions in focusing on this object of attention.

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