Nation Branding
Encyclopedia
Nation branding is a field of theory and practice which aims to measure, build and manage the reputation
of countries (closely related to place branding
). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image
of a nation-state
"and the successful transference of this image to its exports - is just as important as what they actually produce and sell."
), Japan, China, South Korea, Singapore, South Africa, New Zealand, and most Western European countries. An early example of this was the Cool Britannia
approach of the early days of the New Labour government (following the Britain (TM) pamphlet by Demos
's Mark Leonard), though this has since been replaced by a more credible Public Diplomacy Board. 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. Developing nations such as Tanzania and Colombia are creating smaller nation branding programs aimed at increased overall image and with the case of Colombia, changing international perception. Programs led by Richard H. Griffiths
have been used in Tanzania, Colombia, Guatemala and the US Department of State.
Scholars such as Evan H. Potter at the University of Ottawa
have conceptualized nation brands as a form of national soft power
. All efforts by government (at any level) to support the nation brand - either directly or indirectly - becomes public diplomacy.
. His original survey, the Anholt Nation Brands Index, was launched in 2005 and fielded four times a year.
Now known as the Anholt-GfK Roper Nation Brands Index™ (NBI), it is published annually and evaluates international public perceptions of 50 countries.
It is used primarily for the benefit of the 20-30 national governments to monitor and track their international standing .
Up to six additional countries can be added to each wave of the survey fielded based on the specific requests and interests of NBI subscribers or as world events dictate.
Reputation
Reputation of a social entity is an opinion about that entity, typically a result of social evaluation on a set of criteria...
of countries (closely related to place branding
Place Branding
Place branding is a new umbrella term encompassing nation branding, region branding and city branding. Place branding is the process of image communication to a target market...
). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image
Image
An image is an artifact, for example a two-dimensional picture, that has a similar appearance to some subject—usually a physical object or a person.-Characteristics:...
of a nation-state
Nation-state
The nation state is a state that self-identifies as deriving its political legitimacy from serving as a sovereign entity for a nation as a sovereign territorial unit. The state is a political and geopolitical entity; the nation is a cultural and/or ethnic entity...
"and the successful transference of this image to its exports - is just as important as what they actually produce and sell."
Nation Branding in Practice
Nation branding appears to be practised by many states, including Canada, the United States, France, United Kingdom (where it is officially referred to as public diplomacyPublic diplomacy
In international relations, public diplomacy or people's diplomacy, broadly speaking, is the communication with foreign publics to establish a dialogue designed to inform and influence. There is no one definition of Public Diplomacy, and may be easier described than easily defined as definitions...
), Japan, China, South Korea, Singapore, South Africa, New Zealand, and most Western European countries. An early example of this was the Cool Britannia
Cool Britannia
Cool Britannia is a media term that was used during the late 20th century to describe the contemporary culture of the United Kingdom. The term was prevalent during the 1990s and later became closely associated with the early years of "New Labour" under Tony Blair...
approach of the early days of the New Labour government (following the Britain (TM) pamphlet by Demos
Demos (UK think tank)
- History :Demos was founded in 1993 by former Marxism Today editor Martin Jacques, and Geoff Mulgan, who became its first director. It was formed in response to what Mulgan, Jacques and others saw as a crisis in politics in Britain, with voter engagement in decline and political institutions...
's Mark Leonard), though this has since been replaced by a more credible Public Diplomacy Board. 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
Foreign direct investment
Foreign direct investment or foreign investment refers to the net inflows of investment to acquire a lasting management interest in an enterprise operating in an economy other than that of the investor.. It is the sum of equity capital,other long-term capital, and short-term capital as shown in...
, tourism
Tourism
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a...
, trade
Trade
Trade is the transfer of ownership of goods and services from one person or entity to another. Trade is sometimes loosely called commerce or financial transaction or barter. A network that allows trade is called a market. The original form of trade was barter, the direct exchange of goods and...
and even political relations with other states. Developing nations such as Tanzania and Colombia are creating smaller nation branding programs aimed at increased overall image and with the case of Colombia, changing international perception. Programs led by Richard H. Griffiths
Richard H. Griffiths
Richard H. Griffiths is an entrepreneur and advisor who has worked in several diverse industries throughout the world. He is a holder of several patents, was one of the pioneers of the electric vehicle industry, and has most recently worked in the fields of nation branding and industry image...
have been used in Tanzania, Colombia, Guatemala and the US Department of State.
Nation Branding in Academia
Nation Branding can be approached in academics as a field in social sciences, political sciences, humanities, communication, marketing and international relations.Scholars such as Evan H. Potter at the University of Ottawa
University of Ottawa
The University of Ottawa is a bilingual, research-intensive, non-denominational, international university in Ottawa, Ontario. It is one of the oldest universities in Canada. It was originally established as the College of Bytown in 1848 by the Missionary Oblates of Mary Immaculate...
have conceptualized nation brands as a form of national soft power
Soft power
Soft power is the ability to obtain what one wants through co-option and attraction. It can be contrasted with 'hard power', that is the use of coercion and payment...
. All efforts by government (at any level) to support the nation brand - either directly or indirectly - becomes public diplomacy.
critics
Anti-globalisation proponents often claim that globalisation 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 the distinctiveness of local characteristics and competitive advantages.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 AnholtSimon Anholt
Simon Anholt is an independent policy advisor who helps national, regional and city governments develop and implement strategies for enhanced economic, political and cultural engagement with other countries...
. His original survey, the Anholt Nation Brands Index, was launched in 2005 and fielded four times a year.
Now known as the Anholt-GfK Roper Nation Brands Index™ (NBI), it is published annually and evaluates international public perceptions of 50 countries.
It is used primarily for the benefit of the 20-30 national governments to monitor and track their international standing .
Up to six additional countries can be added to each wave of the survey fielded based on the specific requests and interests of NBI subscribers or as world events dictate.
Further reading
- Review by Chan, Rachel of Brand Singapore by Koh, Buck Song at University of Southern California Center on Public Diplomacy at the Annenberg School. 20 April 2011.
- Townsend, Jake August 8, 2011 "Branding Peace: Norway's Identity Put to the Test" Huffington Post http://www.huffingtonpost.com/jake-townsend/branding-peace-norways-id_b_918229.html
- Olins, Wally. 2002. Branding the nation – the historical context. In Journal of Brand Management, 9(4-5).
- Fan, Y. 2006. “Nation branding: what is being branded?” Journal of Vacation Marketing, 12:1, 5-14, available at http://bura.brunel.ac.uk/handle/2438/1286
- Backgrounder on Nation Branding from Council on Foreign Relations, November 9, 2007
- Entry on Nation Branding, Center for Media & Democracy's Sourcewatch
- Nation Branding : San Marino developing into a brand Meike Eitel, Marie Spiekermann, 2005
- article, Boston Globe, Risen, Clay (March 13, 2005)
- Feature by Weiner, Eric (January 11, 2006), National Public Radio's "Day to Day",
- article by Gumbel, Peter Time Magazine, May 29, 2005
- Article in New York Times - "Branding Nations" by Clay Risen, Dec 11, 2005.
- Article on Singapore's nation branding - "The Singapore brand offers a thoroughly modern city" by Andrew Stevens, City Mayors Foundation, 8 June 2011. http://www.citymayors.com/marketing/singapore-brand.html
- Rendon, Jim: “When Nations Need a Little Marketing.” New York Times, November 23, 2003.
- Anholt, Simon. Brand New Justice: the upside of global branding. Butterworth Heinemann, Oxford, 2003.
- Johansson, Johny K. In Your Face: How American Marketing Fuels Anti-Americanism. Upper Saddle River, NJ: Financial Times/Prentice-Hall, 2004.
- Kotler, Philip; Jatusripitak, Somkid; Maesincee, Suvit: The Marketing of Nations. A Strategic Approach To Building National Wealth. The Free Press, New York, 1997.
- Melerowicz, Marianna. National Branding in Poland. in: AICELS Law Review - Journal on Central European Law. No.1, Rincon: The American Institute for Central European Legal Studies (AICELS), 2009.
- Potter, Evan. 2009. Branding Canada: Projecting Canada's Soft Power through Public Diplomacy (Montreal/Kingston: McGill-Queen's University Press).
- TRUE, Jacqui. 2006. "Globalisation and Identity." In Raymond Miller (ed.) New Zealand Government and Politics (Melbourne: Oxford University Press).
External links
- Corporate Sector Role in Place Branding
- USC Public Diplomacy
- Branding Greece: Greece as a Brand, the non-governmental Greek project for national branding