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Strategic Directions: The Branding Controversy

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Chapter Summary

This chapter sorts out the nation branding controversy by exploring the concept of nation branding in the context of public diplomacy. It aims to clarify the meaning of nation branding and to consider whether a marriage between nation branding and public diplomacy makes sense. The "Traditional School of Nation Branding" and the "Anholt School of Competitive Identity," are the two schools of nation branding. Nation branding concepts are useful in helping underdeveloped countries establish a presence on the world stage that would allow them to develop cultural and economic resources and participate in the global economy. The chapter concludes that, although the two disciplines share some common views regarding the importance of a nation's global reputation to its ability to advance national interests, fundamental differences in worldviews and functions preclude the adoption of nation branding as a viable strategic approach to public diplomacy.

Keywords: Anholt School of Competitive Identity; branding controversy; nation branding; public diplomacy; Traditional School of Nation Branding



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