Branding the Nation The Global Business of National Identity 1st Edition Melissa Aronczyk 0190240695 9780190240691

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Product details:

• ISBN 10: 0190240695
• ISBN 13: 9780190240691
• Author: Melissa Aronczyk

National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship

Table of contents:

CHAPTER 1: Nation and Brand: Keywords for the Twenty-First Century

CHAPTER 2: Th e New and Improved Nation: How Culture Became Competitive

CHAPTER 3: Living the Brand: Th e Identity Strategies of Nation-Branding Consultants

CHAPTER 4: Creative Tension, Normal Nation: Branding National Identity in Poland

CHAPTER 5: From Bland to Brand: Transforming Canadian Culture

CHAPTER 6: Trading Spaces: The World Tour

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