Nation-brands of the twenty-first century

Anholt, Simón

doi:10.1057/bm.1998.30

Cited by 198 publications

(113 citation statements)

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“…The term was coined in 1996 by Simon Anholt (Szondi, 2008:4), who published his first scholarly article on nation branding in 1998 (Anholt, 1998;Szondi, 2008:4). Dinnie (2008) argues that the concept of nation branding was derived from sociological, political, cultural and historical approaches to national identity, while Szondi (2008) suggests this concept emerged from destination and place branding studies, which focused primarily on tourism.…”

Section: S O C I O L O G I J a I P R O S T O Rmentioning

confidence: 99%

“…On the other hand competitive identity is a more complex concept as it is the synthesis of brand management with public diplomacy, trade, investment, tourism and export (Anholt, 2007). This holistic concept developed by Anholt (2007) has been vital for understanding the process of Slovenian destination brand management within the context of destination and nation branding practices that occurred in the new Europe 1 since 1990 (Hall, Smith and Marciszewska, 2006). Therefore, a short explanation of a nation branding activities in new Europe is of interest for further discussion.…”

Section: S O C I O L O G I J a I P R O S T O Rmentioning

confidence: 99%

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Destination Brand Management for the Support of Political Identity: The Case of Slovenia

Poljanec-Borić

2016

SIP

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This article examines the development of Slovenian competitive identity over the past twenty years through marketing and political perspective. An inception and evolution of a destination brand is considered. The coincidence between the release of Slovenian new brand identities and decisive political steps Slovenia undertook between 1990 and 2007 is analysed in order to show a mutual interdependence between destination branding and political marketing. Since Slovenia started to develop a competitive identity of the country while still in the Socialist Federal Republic of Yugoslavia, it is argued that this was done in order to promote its independence from Yugoslavia. Furthermore, changing of the brand identity occurred whenever a process of the accession to the European Union would reach a decisive point. Therefore, the development of the Slovenian competitive identity after independence was closely coordinated with political aspirations of the country to integrate into the European Union. The conclusive stage of competitive identity development coincides with inclusion of Slovenia into the Schengen and Euro zones. Such a coincidence strongly corroborates a hypothesis that there has been close interdependence of touristic and political marketing during past two decades. Finally, it is suggested that the Slovenian case of destination brand management is unique in new Europe and that it should be evaluated with regard to other relevant destination branding practices in the new Europe and the world.

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Section: S O C I O L O G I J a I P R O S T O Rmentioning

confidence: 99%

Section: S O C I O L O G I J a I P R O S T O Rmentioning

confidence: 99%

Destination Brand Management for the Support of Political Identity: The Case of Slovenia

Poljanec-Borić

2016

SIP

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“…Angell and Mordhorst (2014) distinguish between 'nation marketing' (Kotler, 1997), 'nation branding' (Anholt, 1998), 'the brand state' (van Ham, 2008), 'competitive identity' (Anholt, 2007), 'national image reputation' (Fan, 2010), 'public diplomacy' (Nye, 2004) and 'cultural diplomacy' (Wang, 2006). These concepts all deal with how countries develop and reflect upon their images, and how values and identities within a country are strategically presented to their external environment.…”

Section: Nation Brandingmentioning

confidence: 99%

Higher education as object for corporate and nation branding: between equality and flagships

Sataøen

2015

Journal of Higher Education Policy and Management

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Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education and opportunities for all. Values such as egalitarianism and diversity may be difficult to fit into a frame of reference where excellence is at the centre. Historically higher education has also been an important part of nation branding initiatives. This paper asks how different branding perspectives (corporate branding and nation branding) are matched and harmonised with respect to higher education in two Nordic countries. The study shows that there is a lack of harmonisation between nation branding and corporate branding, and that the discourse on excellence is not conducive to differentiation at the organisational level.

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“…Governments around the world have increasingly recognised the need to tell the story of their nation to the target international audience, not in simplistic propaganda, but with subtlety and sensitivity (Pilon, 2005). This practice has been termed as country branding or nation (Olins, 2002;Anholt, 1998). Countries have practiced nation branding for ages.…”

Section: Soft Power and Nation Brandingmentioning

confidence: 99%

“…Active repositioning of a country through branding can give a country competitive advantage over other countries (Gilmore, 2002) and bring the benefits of tourism and foreign investment. To others, it refers to a consistent and all-embracing national brand strategy which determines the most realistic, most competitive and most compelling strategic vision for the country, and ensures that this vision is supported, reinforced, and enriched by every act of communication between the country and the rest of the world (Anholt, 1998) Although there has been a steady growth in the interests and publications around the topic in the last five years (Dinnie, 2007), nation branding still faces serious challenges from outright objection to cynical scepticism among the public (Olins, 2002;Kabn, 2006). The public scepticism on the use of the term branding is such deep-rooted that Anholt (2007), one of the prominent advocates of nation branding, has recently re-brand the concept as "competitive identity" (CI), which is described as a new model for enhancing national competitiveness using both public diplomacy and brand management.…”

Section: Soft Power and Nation Brandingmentioning

confidence: 99%

Soft power: Power of attraction or confusion?

Fan

2008

Place Brand Public Dipl

116

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Despite its popularity soft power remains power of confusion. The paper examines the concept, with a special focus on the nature and sources of soft power. Nye"s notion of soft power is largely ethnocentric and based on the assumption that there is a link between attractiveness and the ability to influence others in international relations. This poses two problems: Firstly, a country has many different actors. Some of them like the attraction and others don"t. Whether the attraction will lead to the ability to influence the policy of the target country depends on which groups in that country find it attractive and how much control they have on policymaking. Secondly, policymaking at the state level is far more complicated than at the personal level; and has different dynamics that emphasise the rational considerations. This leaves little room for emotional elements thus significantly reducing the effect of soft power. Given the nature of soft power being uncontrollable and unpredictable, it would be impossible to wield soft power in any organised and coordinated fashion as Nye suggested. Furthermore, the relationship between two countries is shaped by many complex factors. It is ultimately decided by the geopolitics and strategic interests of nations, in which soft power may play only a limited role. The paper also discusses the link between soft power and nation branding as both concepts are concerned with a nation"s influence on the world stage. Public diplomacy is a subset of nation branding that focuses on the political brand of a nation; whereas nation branding is about how a nation as whole to reshape the international opinions. A successful nation branding campaign will help create a more favourable and lasting image among the international audience thus further enhancing a country"s soft power.

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Nation-brands of the twenty-first century

Cited by 198 publications

References 0 publications

Destination Brand Management for the Support of Political Identity: The Case of Slovenia

Destination Brand Management for the Support of Political Identity: The Case of Slovenia

Higher education as object for corporate and nation branding: between equality and flagships

Soft power: Power of attraction or confusion?

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