Nation branding

Perception and Communication Issues Between Croatia and the European Union – From Croatian Independence in 1991 to EU Accession in 2013

“…As such, it can play a significant role when making political decisions, investments, buying products, tourist visits, acceptance of various cultural influences and trends etc. This is confirmed by numerous authors, such as Simon Anholt (2007), Keith Dinnie (2008), Eugene D. Jaffe and Israel D. Nebenzahl (2006), Michael Kunczik (1997), Ingrid M. Martin and Sevgin Eroglu (1993), Nicolas Papadopoulos and Louise A. Heslop (1993) and others.…”

The state of the art: from country-of-origin to strategies for economic development

“…The terminology nation branding, according to Kavaratzis (2005), became a 'trend within the marketing discipline and especially within the circles of marketing consultants' (p. 333) (e.g. Anholt 2002;Ham 2001), and amongst academics (Endzina and Luneva 2004;Quelch and Jocz 2005;Fan 2006;Dzenovska 2005;Dinnie 2008;Lee 2009). Both terminologies embrace similar concepts by using a central idea and concern to create a strategic positioning of the country's image, including historical, political, economic and cultural aspects (Quelch and Jocz 2005;Fan 2006).…”

“…The representation of national identity is the starting point from which a set of values and meanings are developed. National identity is the fundamental construct in nation branding because it is the foundation and core of a national brand (Dinnie 2008), but it is also subject to branding strategies and brand (re)positioning. In this context, branding is understood as an instrument of remoulding and re-imaging national identity (Hall 2002;Olins 1999).…”

“…Both terminologies embrace similar concepts by using a central idea and concern to create a strategic positioning of the country's image, including historical, political, economic and cultural aspects (Quelch and Jocz 2005;Fan 2006). Dinnie (2008) defines nation brand as, 'the unique, multi-dimensional blend of elements that provide the nation with culturally grounded differ-entiation and relevance for all its target audiences' (p. 14). De Chernatony (2008) sees a nation brand as 'a cluster of values that enable a nation to make a promise about a unique and welcome experience' (p. 16), highlighting the susceptibility of these values to governmental, social, political and economical interactions.…”

The limits of Russia’s ‘soft power’

“…It fused with another trend, 'nation branding,' that came out of business marketing and tourism agencies (Anholt 2006;Dinnie 2007). …”