The Art of Nation Branding

Ahn, Michael J.; Wu, Hsin-Ching

doi:10.1007/s11115-013-0255-6

Cited by 13 publications

(14 citation statements)

References 23 publications

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“… Social and cultural concepts include 11 codes, such as stereotypes (Edwards and Ramamurthy, 2016; Hakala et al , 2013; Ishii and Watanabe, 2015; Kalamova and Konrad, 2010; Loo and Davies, 2006; Widler, 2007; Yousaf, 2017); personal experience (Fan, 2010; Gupta et al , 2020; Scott et al , 2011); history (Gupta et al , 2020; Kubacki and Skinner, 2006; Rodner and Kerrigan, 2018; Rojas-Méndez et al , 2019); customs (White and Kolesnicov, 2015); and concentration of talent and ethnic networks (Silvanto et al , 2015; Silvanto and Ryan, 2018) among others. Economic and labor concepts consist of 12 codes, such as the robustness of financial systems; exchange rate fluctuations (Gupta et al , 2020; Hassan and Mahrous, 2019); economic stability; working conditions (Hakala and Lemmetyinen, 2011; Silvanto and Ryan, 2018); and demand conditions (Che-Ha et al , 2016; Gudjonsson, 2005). International concepts are composed of two codes: globalization and global competition (Ahn and Wu, 2015; Berkowitz et al , 2007; Browning, 2016; Lee and Chun, 2017; Rojas-Méndez et al , 2015; Sasikumar, 2017; and growing global awareness (Hassan and Mahrous, 2019). Environmental concepts comprise the three codes: natural characteristics (Ishii and Watanabe, 2015); geography (Che-Ha et al , 2016; Gudjonsson, 2005; Rojas-Méndez, 2013); and regions and continents to which a nation belongs (Ahn and Wu, 2015).…”

Section: Resultsmentioning

confidence: 99%

“… International concepts are composed of two codes: globalization and global competition (Ahn and Wu, 2015; Berkowitz et al , 2007; Browning, 2016; Lee and Chun, 2017; Rojas-Méndez et al , 2015; Sasikumar, 2017; and growing global awareness (Hassan and Mahrous, 2019). Environmental concepts comprise the three codes: natural characteristics (Ishii and Watanabe, 2015); geography (Che-Ha et al , 2016; Gudjonsson, 2005; Rojas-Méndez, 2013); and regions and continents to which a nation belongs (Ahn and Wu, 2015). …”

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

“…Environmental concepts comprise the three codes: natural characteristics (Ishii and Watanabe, 2015); geography (Che-Ha et al , 2016; Gudjonsson, 2005; Rojas-Méndez, 2013); and regions and continents to which a nation belongs (Ahn and Wu, 2015).…”

Section: Resultsmentioning

confidence: 99%

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Conceptualizing nation branding: the systematic literature review

Rojas‐Méndez

Khoshnevis

2022

JPBM

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Purpose This paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs. Design/methodology/approach To analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts. Findings The results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field. Originality/value This paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

See 2 more Smart Citations

Conceptualizing nation branding: the systematic literature review

Rojas‐Méndez

Khoshnevis

2022

JPBM

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“…Scholar recognizes soft power as a cultural resource when the concept associated with the approach of nation branding (Ying, 2008). Previous research shows that the creative industries and their output can significantly affect the soft power of a nation (Ahn & Wu, 2015). Other scholars also recognize soft power as a political product and it could be promoted by public diplomacy (Sun, 2008).…”

Section: Chinese Brands As Ambassadors Of Public Diplomacy Through Thmentioning

confidence: 99%

Brands as a nation: An analysis of overseas media engagement of top Chinese brands

Chen

Song

Yao

2020

Global Media and China

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Exposure and engagement to the media coverage of Chinese brands among average consumers outside of the domestic Chinese market can serve as an important measure of China’s global influence. In this study, we analyzed the audience engagement of online articles about the top 20 Chinese brands from over 5000 web publishers around the world in a period of 5 months from October 2017 to February 2018. Specific results from our analyses point to a lack of sustained effort, careful coordination, and proper control in these companies’ public relations and crisis communication. The study also reveals a larger problem in China’s public diplomacy efforts. The top Chinese firms, despite their high market value, are yet to establish soft influence internationally. The global media engagements of Chinese companies are largely driven, passively, by special events and crises. Moreover, our study offers a new way of studying China and global media by leveraging large sets of industry data and adopting a set of audience matrices commonly used by media publishers to examine social science research questions.

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