Branding the Nation: The Global Business of National by Melissa Aronczyk

By Melissa Aronczyk

Nationwide governments worldwide are turning to branding experts, public kinfolk advisers and strategic communications specialists to aid them "brand" their jurisdiction. utilizing the instruments, ideas and services of business branding is assumed to assist international locations articulate extra coherent and cohesive identities, allure international capital, and continue citizen loyalty. briefly, the target of kingdom branding is to make the country topic in a global the place borders and bounds seem more and more out of date.

But what truly occurs to the kingdom whilst it really is reconceived as a model? How does country branding swap the phrases of politics and tradition in a globalized global? via case reports in twelve nations and in-depth interviews with state branding specialists and their nationwide consumers, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the kingdom were harnessed in new and complex methods, with far-reaching outcomes for either our thought of the state and our beliefs of nationwide citizenship. Branding the Nation demanding situations the acquired knowledge in regards to the energy of manufacturers to alter the realm, and gives a severe viewpoint on those new methods of conceiving worth and id within the globalized twenty-first century.

This publication is ready how state branding grew to become a world phenomenon and a pro transnational perform. it's also approximately how kingdom branding has turn into an answer to perceived modern difficulties affecting the gap of the kingdom kingdom: difficulties of monetary improvement, democratic communique, and particularly nationwide visibility and legitimacy amidst the a number of worldwide flows of past due modernity. during this publication, Melissa Aronczyk charts the political, cultural and monetary rationales wherein the country has been made to subject in a twenty-first-century context of worldwide integration.

Show description

Read Online or Download Branding the Nation: The Global Business of National Identity PDF

Best public affairs books

Homeland Security: What Is It and Where Are We Going?

''Focusing on how the jobs of the corporation have replaced, this booklet examines the roots of native land defense and its middle missions. It examines the agency's concentration and appears at what DHS may still specialise in in destiny. international relations and overseas partnerships are addressed as they relate to resolving hot-button concerns like narco-terrorism, intelligence sharing, terrorism investment, and immigration.

Practical Neo4j

Why have builders at areas like fb and Twitter more and more grew to become to graph databases to regulate their hugely hooked up mammoth facts? the fast resolution is that graphs provide enhanced pace and adaptability to get the task performed. It’s time you additional talents in graph databases in your toolkit. In useful Neo4j, database professional Greg Jordan courses you thru the historical past and fundamentals of graph databases and will get you fast up and working with Neo4j, the main renowned graph database out there this day.

Branding the Nation: The Global Business of National Identity

Nationwide governments worldwide are turning to branding experts, public kinfolk advisers and strategic communications specialists to aid them "brand" their jurisdiction. utilizing the instruments, concepts and services of business branding is thought to assist international locations articulate extra coherent and cohesive identities, allure international capital, and retain citizen loyalty.

Advancing Collaboration Theory: Models, Typologies, and Evidence

The time period collaboration is accepted yet now not truly understood or operationalized. although, collaboration is taking part in an more and more vital position among and throughout public, nonprofit, and for-profit sectors. Collaboration has develop into an indicator in either intragovernmental and intergovernmental relationships.

Extra resources for Branding the Nation: The Global Business of National Identity

Sample text

In other words, they have escaped the confines of history and are ready to be perceived as modern democratic nations. That their postcolonial potential does not embrace alternative modernities and modalities but rather a single, teleological model of late-stage capitalist development is part of the story I tell here. In order for these nations to imagine themselves as unique, different, and globally competitive, they had first to be reimagined as if they were all the same. CHAPTER 2 The New and Improved Nation: How Culture Became Competitive IMAGINATIVE DYNAMICS A lthough private interests have been involved since the nineteenth century in projects to market and promote the nation, from boosterism to corporate public relations campaigns to tourism initiatives,1 the emergence of a particular phenomenon called nation branding is linked to concrete structural changes in the political and economic dynamics of the nation as well as changes in the perceived role of the nation in the latter decades of the twentieth century.

Polish participants saw the creation of a “brand” identity as part of its drive toward economic, political, and cultural “normalcy” after 1989. But they also saw it as a continuation of a project begun long before: to return to their rightful place in Europe, to reclaim their history and cultural memory, to reassert their national spirit in the face of the multiple antagonisms that had plagued their centurieslong history. These mythopoetic tropes infusing Poland’s national narrative were tightly bound up with the branding project, and the use of a British firm to facilitate this project would prove to be intensely problematic, as revealed by the consultants’ perceptions of Poland’s weaknesses and how they expected the country to overcome them.

38 ) Branding the Nation The critical issue at stake in the isomorphism of these two examples is the perceived convergence of interest and form between the private industrial corporation and the nation-state. 8 As state theorists have shown, the interpenetration of such an instrumental economic imperative with national state governance has had important consequences for its moral and material architecture. 10 If one of the aims of this chapter is to consider the transformation of the state, a second and more pertinent aim is to consider the impact of such logics on the nation.

Download PDF sample

Rated 4.48 of 5 – based on 34 votes