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'''Nation Branding''' is a field of theory and practice which aims to measure, build and manage the ] of countries (closely related to city branding and regional branding). It applies some approaches from commercial ] practice to countries, in an effort to build, change, or protect their international reputations. It is based on the observation that the "brand images" of countries are just as important to their success in the ] as those of products and services. '''Nation Branding''' is a field of theory and practice which aims to measure, build and manage the ] of countries (closely related to city branding and regional branding). It applies some approaches from commercial ] practice to countries, in an effort to build, change, or protect their international reputations. It is based on the observation that the "brand images" of countries are just as important to their success in the ] as those of products and services.


] is normally credited as a pioneer in the field; other practitioners include ], Dr Nikolaus Eberl and numerous branding and public affairs agencies. There is one professional/academic journal in the field, , published by Palgrave Macmillan. ], Dr Nikolaus Eberl and numerous branding and public affairs agencies. There is one professional/academic journal in the field, , published by Palgrave Macmillan.


Nation branding appears to be practised by many states, including the United States and United Kingdom (where it is officially referred to as Public Diplomacy), South Africa, New Zealand, and most Western European countries. There is increasing interest in the concept from poorer states on the grounds that an enhanced image might create more favorable conditions for ], ], ] and even political relations with other states. Nation branding appears to be practised by many states, including the United States and United Kingdom (where it is officially referred to as Public Diplomacy), South Africa, New Zealand, and most Western European countries. There is increasing interest in the concept from poorer states on the grounds that an enhanced image might create more favorable conditions for ], ], ] and even political relations with other states.

Revision as of 12:43, 30 October 2006

Nation Branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to city branding and regional branding). It applies some approaches from commercial brand management practice to countries, in an effort to build, change, or protect their international reputations. It is based on the observation that the "brand images" of countries are just as important to their success in the global marketplace as those of products and services.

Wally Olins, Dr Nikolaus Eberl and numerous branding and public affairs agencies. There is one professional/academic journal in the field, Place Branding, published by Palgrave Macmillan.

Nation branding appears to be practised by many states, including the United States and United Kingdom (where it is officially referred to as Public Diplomacy), South Africa, New Zealand, and most Western European countries. 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, tourism, trade and even political relations with other states.

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