Fan, Y. (2010) Branding the nation: towards a better understanding. Place Branding and Public Diplomacy. 6(2), pp. 97-103. 1751-8040.
| Item Type: | Article |
|---|---|
| Abstract: | A nation brand is a complicated multi-facet construct. Even the critics of nation branding have admitted that nation brands exist. What they dispute is what nation branding refers to, and how a nation can be branded. This article aims to clarify some misunderstandings about nation branding. A conceptual framework is developed to illustrate the origins and different interpretations of the concept. Detailed comparisons are drawn between nation branding and commercial branding. A new definition is offered, which emphasises the need to shift from ‘branding’ the nation to nation image management. The use of nation image management is not only a change of terms but also helps overcome the public scepticism over the use of branding, and clarifies what can be ‘branded’ and what cannot be branded. |
| Uncontrolled Keywords: | nation branding; place branding; nation image management; soft power |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD69.B7 Branding |
| Creators: | Fan, Ying |
| Publisher: | Palgrave Macmillan |
| Faculties, Divisions and Institutes: |
University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship Faculties > Faculty of Business & Law > Marketing and Entrepreneurship |
| Date: | March 2010 |
| Date Type: | Publication |
| Page Range: | pp. 97-103 |
| Journal or Publication Title: | Place Branding and Public Diplomacy |
| Volume: | 6 |
| Number: | 2 |
| Language: | English |
| DOI: | https://doi.org/10.1057/pb.2010.16 |
| ISSN: | 1751-8040 |
| Status: | Published / Disseminated |
| Related URLs: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/4154 |
Actions (login required)
 |
Edit Item |
Altmetric
Altmetric
Altmetric