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

By Melissa Aronczyk

nationwide governments world wide are turning to branding specialists, public family advisers and strategic communications specialists to aid them "brand" their jurisdiction. utilizing the instruments, options and services of business branding is thought to aid international locations articulate extra coherent and cohesive identities, allure overseas capital, and hold citizen loyalty. briefly, the aim of state branding is to make the state subject in an international the place borders and limits look more and more obsolete.

But what really occurs to the kingdom whilst it's reconceived as a model? How does state branding switch the phrases of politics and tradition in a globalized global? via case reviews in twelve nations and in-depth interviews with country branding specialists and their nationwide consumers, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the country were harnessed in new and complicated methods, with far-reaching outcomes for either our notion of the country and our beliefs of nationwide citizenship. Branding the Nation demanding situations the bought knowledge concerning the strength of manufacturers to alter the realm, and gives a serious point of view on those new methods of conceiving worth and identification within the globalized twenty-first century.

This e-book is ready how kingdom 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 country country: difficulties of monetary improvement, democratic verbal exchange, and particularly nationwide visibility and legitimacy amidst the a number of worldwide flows of overdue modernity. during this e-book, Melissa Aronczyk charts the political, cultural and fiscal rationales wherein the country has been made to subject in a twenty-first-century context of world integration.

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