Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell.

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  • Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell. " Simon Anholt is credited as a pioneer in the field. He regularly conducts two global surveys known as the Anholt Nation Brands Index and Anholt City Brands Index. There is one professional/academic journal in the field, Place Branding and Public Diplomacy, published by Palgrave Macmillan and edited by Simon Anholt. Simon Anholt also conducts the Nation Branding Masterclass, a series of one-day events designed to support the more effective stewardship of the national identity. Combining his own expertise with the expertise of regional public leaders and key national stakeholders, each event is designed to further the understanding of best practice in national branding techniques, helping countries to understand and develop their competitive identities within a rapidly changing global marketplace. Delegates will learn how nations are currently perceived and how reputations can be changed for the better. They will leave the Masterclass with a better understanding of how a comprehensive national strategy can benefit domestic industries and exports as well as improve inward investment and the general health of the economy. Nation branding appears to be practised by many states, including the United States and United Kingdom (where it is officially referred to as Public Diplomacy), South Africa, Canada, New Zealand, and most Western European countries. There is increasing interest in the concept from poorer states on the grounds that an enhanced image might create more favorable conditions for foreign direct investment, tourism, trade and even political relations with other states. Scholars such as Evan H. Potter at the University of Ottawa have conceptualized nation brands as a form of national soft power. All efforts by government (at any level) to support the nation brand - either directly or indirectly - becomes public diplomacy. Anti-globalisation proponents often claim that globalisation diminishes and threatens local diversity, but there is evidence that in order to compete against the backdrop of global cultural homogenity, nations strive to accentuate and promote the distinctiveness of local characteristics and competitive advantages.
  • Nation Branding bezeichnet den Versuch, einem Staat durch Anwendung von Kommunikationstechniken aus der Markentechnik ein mit einer Handelsmarke vergleichbares Image zu verschaffen. Damit soll die Bekanntheit und das Vertrauen in ein Land im Ausland positiv beeinflusst werden, um so den Tourismus, die Exporte und Investitionen ausländischer Unternehmer zu fördern sowie in den politischen Beziehungen zu anderen Staaten als positiver Akteur wahrgenommen zu werden. Das Nation Branding knüpft an bestehende, zumeist diffuse, Urteile und Bilder über einen Staat und eine Nation an. Bestehende Merkmale eines Staates wie seine politische Struktur, Kultur und Geographie werden dabei ebenso berücksichtigt wie die Bevölkerung, die ebenso Zielgruppe des Nation Brandings ist. Denn auch die eigene Bevölkerung muss für ein erfolgreiches Nation Branding das gewünschte Image glaubhaft transportieren. Als erstes Beispiel in dieser Art gilt die von Tony Blair verantwortete Cool Britannia-Kampagne. Diese lehnte sich an das alte britische Motto Rule, Britannia! an und sollte über das Vereinigte Königreich das Bild vermitteln, die Drehscheibe für Musik, Film, Mode, Medien und Design zu sein. Deutsche Versuche wie Du bist Deutschland oder Land der Ideen seien dagegen nach Simon Anholt zu sehr nach innen gerichtet. In der Schweiz wurde bereits im Jahre 2000 Präsenz Schweiz als staatliche Einrichtung zur Leitung und Koordierung des Nation Branding gegründet.
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  • Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports - is just as important as what they actually produce and sell.
  • Nation Branding bezeichnet den Versuch, einem Staat durch Anwendung von Kommunikationstechniken aus der Markentechnik ein mit einer Handelsmarke vergleichbares Image zu verschaffen. Damit soll die Bekanntheit und das Vertrauen in ein Land im Ausland positiv beeinflusst werden, um so den Tourismus, die Exporte und Investitionen ausländischer Unternehmer zu fördern sowie in den politischen Beziehungen zu anderen Staaten als positiver Akteur wahrgenommen zu werden.
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  • Nation branding
  • Nation Branding
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