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Branding the Nation – The Global Business of National Identity - Oxford Scholarship Online
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Branding the Nation: The Global Business of National Identity

Melissa Aronczyk


National governments around the world are turning to branding consultants, public relations advisers, and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques, and expertise of commercial branding is believed to help nations articulate a more coherent and cohesive identity, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does ... More

Keywords: branding, national (identity), nation branding, globalization, space belonging value, national citizenship

Bibliographic Information

Print publication date: 2013 Print ISBN-13: 9780199752164
Published to Oxford Scholarship Online: September 2013 DOI:10.1093/acprof:oso/9780199752164.001.0001


Affiliations are at time of print publication.

Melissa Aronczyk, author
School of Journalism and Communication, Carleton University