Fan, Y. (2010) Branding the nation: towards a better understanding. Place Branding and Public Diplomacy. 6(2), pp. 97-103. 1751-8040.
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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:
Creators:
Fan, Y.
Publisher:
Palgrave Macmillan
Faculties, Divisions and Institutes:
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:
ISSN:
1751-8040
Status:
Published / Disseminated
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