By Melissa Aronczyk
Nationwide governments all over the world are turning to branding experts, public kin advisers and strategic communications specialists to aid them "brand" their jurisdiction. utilizing the instruments, strategies and services of business branding is assumed to assist countries articulate extra coherent and cohesive identities, allure overseas capital, and keep citizen loyalty. briefly, the aim of kingdom branding is to make the country subject in an international the place borders and bounds seem more and more out of date.
But what truly occurs to the country whilst it really is reconceived as a model? How does state branding switch the phrases of politics and tradition in a globalized international? via case stories 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 not easy methods, with far-reaching results for either our notion of the country and our beliefs of nationwide citizenship. Branding the Nation demanding situations the obtained knowledge concerning the energy of manufacturers to alter the area, and gives a serious standpoint on those new methods of conceiving price and id within the globalized twenty-first century.
This booklet is ready how country branding turned a world phenomenon and a pro transnational perform. it's also approximately how kingdom branding has develop into an answer to perceived modern difficulties affecting the gap of the country country: difficulties of financial improvement, democratic conversation, and particularly nationwide visibility and legitimacy amidst the a number of international flows of overdue modernity. during this publication, Melissa Aronczyk charts the political, cultural and monetary rationales during which the state has been made to subject in a twenty-first-century context of worldwide integration.
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Additional info for Branding the Nation: The Global Business of National Identity
The “logoiﬁcation” of both the bank and the nation, and its attendant structural changes, have come to be seen as an inexorable response to the changing role of the nation in an increasingly globalized context. As I described in the previous chapter, nation branding is promoted as a corrective measure to the decline of legitimacy of national structures in a context of globalizing ﬂows. As traditional sources of national power, identity, and autonomy break down, political leaders, economic actors, and national citizens seek alternative ways to articulate cultural speciﬁcity and political-economic sovereignty.
Perhaps not coincidentally, 1991 was also the year of publication of the second edition of Benedict Anderson’s Imagined Communities, one of the most enduring and most referenced texts in the recent history of nationalist thought. ” he asks as a provocative prelude to the chapter. Anderson eloquently shows the intricate relationship of temporal continuity to contemporary national cultural coherence. But he also shows that to call one’s collective self new, or old, requires situating one’s nation not only in relation to its own teleology and genealogy but also in relation to surrounding nations.
He asks as a provocative prelude to the chapter. Anderson eloquently shows the intricate relationship of temporal continuity to contemporary national cultural coherence. But he also shows that to call one’s collective self new, or old, requires situating one’s nation not only in relation to its own teleology and genealogy but also in relation to surrounding nations. Like the identity of the person, the self-conscious identity of the nation is a fundamentally relational project. Ideas such as “modern,” “progressive,” or “backward” can only exist in relation to the perceived modernity, progressiveness, and backwardness of others.
Branding the Nation: The Global Business of National Identity by Melissa Aronczyk